The validation of Sodastream International Ltd (NASDAQ:SODA) continues.
Whirlpool Corporation (NYSE:WHR) is teaming up with SodaStream to jointly develop a carbonation system that will be available in time for this year’s holiday shopping season. The soda maker will hit the market under Whirlpool’s KitchenAid brand, but the packaging will make it clear that the new appliance is “powered by SodaStream.”
It’s a win-win deal.
Sodastream International Ltd (NASDAQ:SODA) will benefit from third-party hardware manufacturers. It’s a similar situation to when Mr. Coffee and Cuisinart began putting out single-serve coffee brewers fueled by Green Mountain Coffee Roasters Inc. (NASDAQ:GMCR)‘s Keurig brand a couple of years ago. It’s a move that helped extend the visibility of the brand and accelerated marketplace acceptance.
It’s also a nice bonus that Sodastream International Ltd (NASDAQ:SODA) and Green Mountain sell their starter systems essentially at cost. They make the money on the consumables. Green Mountain Coffee Roasters Inc. (NASDAQ:GMCR) banks on K-Cup portion packs. SodaStream’s thickest margins are made on the sale of carbonator refills and flavored syrup. Having trusted kitchen appliance makers working on the hardware ultimately increases overall margins.
Whirlpool also has plenty to gain here.
Sales slipped slightly at Whirlpool Corporation (NYSE:WHR) last year, and analysts see a mere 2% in top-line growth this year after kicking things off with a flattish first quarter. A KitchenAid carbonator may not necessarily move the needle. We are talking about a company with more than $18 billion in annual sales. However, it will be incremental.
This will also be a boost in the perceived innovation at KitchenAid. A quick peek at the assortment of countertop appliances offered at KitchenAid offers the same collection of toasters, food processors, and mixers that folks have been using for decades. Pushing home-based carbonators will literally and figuratively add some fizz to a seemingly flat company.
Green Mountain Coffee Roasters Inc. (NASDAQ:GMCR)’s market penetration spiked after its hardware partners began coming through as Keurig ambassadors. Now that Sodastream International Ltd (NASDAQ:SODA) has Samsung recently introducing a “powered by SodaStream” refrigerator that dispenses carbonated water, and KitchenAid months away from flexing its distribution muscle, it’s well positioned to grow its presence in the world’s largest market when it comes to soda consumption.
The article SodaStream Takes a Page From the Green Mountain Playbook originally appeared on Fool.com and is written by Rick Munarriz.
Longtime Fool contributor Rick Munarriz owns shares of Green Mountain Coffee Roasters Inc. (NASDAQ:GMCR) and Sodastream International Ltd (NASDAQ:SODA). The Motley Fool recommends Green Mountain Coffee Roasters and SodaStream. The Motley Fool owns shares of SodaStream.
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