Dear Valued Visitor,

We have noticed that you are using an ad blocker software.

Although advertisements on the web pages may degrade your experience, our business certainly depends on them and we can only keep providing you high-quality research based articles as long as we can display ads on our pages.

To view this article, you can disable your ad blocker and refresh this page or simply login.

We only allow registered users to use ad blockers. You can sign up for free by clicking here or you can login if you are already a member.

Can Sodastream International Ltd (SODA) Juice Returns With These New Partners?

Page 1 of 2

This "Coca-Cola Killer" is a Great Holiday Growth Stock to OwnThrough back-to-back press releases Wednesday and Thursday, at-home carbonation champion Sodastream International Ltd (NASDAQ:SODA) announced two new strategic partnerships with the privately held companies eBoost and Ocean Spray Cranberries.

Apparently, according to the Ocean Spray release, more than 30% of Ocean Spray cranberry juice drinkers mix their juice with sparkling water when they’re at home, so “the partnership builds on an already familiar consumer behavior.”

The tag team with natural energy drink specialist eBoost, on the other hand, gives sluggish consumers another option to supplement Sodastream International Ltd (NASDAQ:SODA)’s existing “Energy Drink” varieties — which, curiously enough, includes a cranberry flavor.

According to Jillian Michaels, eBoost’s chief energy officer (not kidding), “eBoost is redefining the energy drink industry with a responsible product that consumers can feel good about drinking.” It’s only logical, then, that coffee-averse homebodies might relish having another bubbly option with Sodastream International Ltd (NASDAQ:SODA)’s system.

Will it matter?
The question remains: How does this affect SodaStream investors? The stock popped as much as 5% Wednesday but then fell nearly 2% on Thursday, so it’s doubtful the movement was strongly correlated with investor excitement over these deals.

Am I significantly more likely to buy a SodaStream machine now that they’ve added bubbly cranberry juice and new energy drinks to their repertoire? Probably not. After all, I wasn’t swayed when SodaStream signed deals with Breville, Country Time Lemonade, Campbell Soup Company (NYSE:CPB)‘s V8, or Kraft Foods Group Inc (NASDAQ:KRFT)‘s Kool-Aid and Crystal Light.

Even so, I can’t imagine the new flavors will be bad for business, especially with regard to making SodaStream’s solution that much stickier for existing at-home carbonation enthusiasts. In the end, carbonation refills and flavor packs are SodaStream’s bread and butter — the more shelf space the company can command with new flavors, the better.

However, I’ll have to admit that SodaStream’s propensity for creating ban-worthy advertisements certainly has me intrigued. The company has no qualms calling out both The Coca-Cola Company (NYSE:KO) and PepsiCo, Inc. (NYSE:PEP) by name in an effort to draw attention to the convenience of its own environmentally friendly solution. And that’s not to mention the fact that SodaStream most recently had the guts to do so — or attempt to do so, anyway — in a Super Bowl commercial. Thanks to the viral power of social media and the Internet, SodaStream continues to enjoy the perfect avenue for peddling its controversial wares to win consumers’ affection.

Page 1 of 2
Loading Comments...