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Issue Date: Vol. 52, No. 1, January 2012, Posted On: 1/6/2012

Kraft And SodaStream Enter Co-Branding Deal

Emily Jed
Kraft Foods, SodaStream, Kraft-branded beverage flavors, Crystal Light, Country Time lemonade, carbonated soft drinks, home soda maker, Doug Weekes, Daniel Birnbaum

NORTHFIELD, IL -- Kraft Foods Inc. and SodaStream International Ltd. said they entered a partnership to bring Kraft-branded flavors to the home soda-making system. Terms of the deal were not disclosed.

Kraft's Crystal Light diet beverage and Country Time lemonade will be the first brands offered through machine. This will be the first time that Kraft flavors will be available specifically for use in a carbonated beverage.

Airport City, Israel-based SodaStream manufactures beverage carbonation systems that transform tap water into carbonated soft drinks and sparkling water. It sells its equipment, flavors, carbon dioxide refills and reusable carbonation bottles around the world.

"The carbonated market is an exciting segment for us," said Doug Weekes, vice-president of beverages at Kraft Foods. "We're delighted to be working with SodaStream to help bring these terrific brands to consumers who prefer their beverages carbonated. It's a perfect marriage of our iconic brands and SodaStream's breakthrough technology."

"Adding our sparkle to these popular flavors should attract a new audience to both Kraft and SodaStream, and increase awareness of the soda making category," added Daniel Birnbaum, chief executive of SodaStream.

Kraft, the largest North American packaged food maker, and SodaStream plan to launch the Kraft-branded products some time in the second quarter of 2012.

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