Kraft Foods and SodaStream Enter Strategic Co-branding Deal
Kraft Foods and SodaStream International have formed a strategic partnership for the manufacturing, marketing, distribution and sale of Kraft Foods branded flavours for use with the SodaStream soda making system. This will be the first time that Kraft Foods flavours will be available specifically for use in a carbonated beverage.
SodaStream manufactures beverage carbonation systems, which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water. SodaStream products are available at more than 50,000 retail stores in 42 countries around the world.
The initial Kraft Foods brands to participate will be several varieties of Crystal Light, a leading women’s diet beverage, and Country Time, a lemonade brand. One of the new carbonated choices will include an ‘All-Natural’ lemonade. The terms of the deal were not disclosed.
“The carbonated market is an exciting segment for us,” says Doug Weekes, vice president, beverages of Kraft Foods. “We’re delighted to be working with SodaStream to help bring these terrific brands to consumers who prefer their beverages carbonated. It’s a perfect marriage of our iconic brands and SodaStream’s breakthrough technology.”
“We are excited to welcome these delicious Kraft drink mixes into our SodaStream portfolio,” says Daniel Birnbaum, chief executive of SodaStream. “Adding our sparkle to these popular flavors should attract a new audience to both Kraft and SodaStream, and increase awareness of the soda making category.” The companies plan to have the products available during the second quarter of 2012.
