SodaStream Targets Bottled-Water Giants with Environmentally Friendly Play


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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