Dive Brief:
SodaStream International announced a partnership agreement with Sunny Delight Beverages to bring out new branded flavors, like SunnyD Tangy Original Orange and Orange-Strawberry, for the SodaStream home beverage carbonation system.
The new products of the partnership are expected to be available during the second half of 2014 in the U.S.
- SodaStream appears to be deliberately pursuing strategic partnerships with drink brands this year, as evidenced by its alliance with Skinnygirlearlier this yearto develop flavors exclusive to its beverage system.
Dive Insight:
SodaStream’s branded partnerships follow the news of Keurig’s partnership with Coke to bring out branded flavors in a new cold beverage machine. As discussed inthis Food Dive feature,一些人认为竞争实际上是一个good sign for SodaStream’s future business, as it confirms the market for DIY drink machines. While some market analysts suggested that SodaStream would, consequently, prove an attractive acquisition for Coke’s chief rival, Pepsi, it seems that the company prefers to maintain its independent status. Its strategy seems to focus on partnerships with a number of smaller brands rather than being acquired by one major one -- at least for now.
