WSJ SodaStream Makeover Goes Into Overdrive Ahead Of Keurig Kold Launch

Feeling the squeeze of a new rival, SodaStream International Ltd. is pushing its makeover into overdrive before Keurig Green Mountain Inc. rolls out a countertop soda machine this fall with Coca-Cola Co., according to a story in today's Wall Street Journal.

SodaStream came up with the notion of make-it-at-home soda, is recasting itself as a "sparkling water'' dispenser, the paper said. This fall it hopes to begin home pickup of its used carbon-dioxide cylinders. It also is spending more than 70% of this year's roughly $30 million U.S. marketing budget in the second half.

The Journal article points out that the company is hoping the changes, along with prices that undercut the new competition, will get sales moving again. Keurig's new cold-drink machine, Kold, will initially cost at least $300 each and $1 a serving when it starts online sales in late September ahead of a broader rollout. By contrast, SodaStream machines cost $80 to $200 and its drinks cost 8¢ to 20¢ a serving.

See the WSJ: SodaStream Feels the Squeeze of a New Rival