Brand in the news: SodaStream

By Marcus Waley-Cohen, Co-founder, Firefly Tonics, marketingmagazine.co.uk, Tuesday, 08 December 2009 12:00AM

Is there a place for SodaStream in the crowded carbonates market?

The make-your-own fizzy-drink machine, which seemed to die a death in the early 90s, is presumably hoping that it can be the Nespresso for the soft-drink lover.

Yet where Nespresso offers you an easier way to make great coffee, SodaStream's proposition seems less clear. Its subdued UK website gives consumers five reasons to purchase: fresher taste, customisable flavours, lower sugar, environmental credentials, and a supply that never runs out.

Unfortunately, none of these stand up to much scrutiny. Maybe it's just me, but I don't find myself salivating at the prospect of designing my own cola and raspberry flavour.

I also wonder about the truth of the environmental claims, given that the machine uses a cylinder that must be exchanged regularly.

There might be a place for this in the kitchen of carbonate addicts who fear ever running out, and for families who think it's more fun for the kids to make their own, but I don't think Coke will be trembling in its boots.

This article was first published on marketingmagazine.co.uk

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