Beverage Industry

Kraft Foods and SodaStream enter co-branding deal

January 9, 2012

Kraft Foods Inc., Northfield, Ill., and SodaStream International Ltd., Airport City, Israel, formed a strategic partnership for the manufacturing, marketing, distribution and sale of Kraft Foods branded flavors for use with the SodaStream soda-making system.

This will be the first time that Kraft Foods flavors will be available specifically for use in a carbonated beverage. The first Kraft Foods brands to participate will be several varieties of Crystal Light and Country Time. One of the new carbonated choices will include an all-natural lemonade.

"The carbonated market is an exciting segment for us," said Doug Weekes, vice president of beverages for Kraft Foods, in a statement. "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," said Daniel Birnbaum, chief executive officer of SodaStream, in a statement. "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 at retail during the second quarter of 2012. Terms of the deal were not disclosed.