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SodaStream Targets Bottled-Water Giants with Environmentally Friendly Play

SodaStream

SodaStream International Ltd., whose stock has risen by more than 300 per cent in 18 months, is aiming to boost sales of its fizzy-drink-making household devices in existing markets.

The Israel-based company, which used to market SodaStream with flavours, has switched to focus on turning tap water into sparkling water, which it says is more on trend with young, health-conscious consumers. SodaStream is marketing itself as an environmentally friendly alternative to bottled water giants Nestlé SA, Coca-Cola Co. and PepsiCo Inc.

The company has a relatively strong presence in Nordic countries such as Sweden, where about 24 per cent of households have one of its namesake devices. But other big markets still offer a lot of room to grow, such as Canada – where market penetration is only about 5 per cent – and the United States – at roughly 1.5 per cent.

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