Just as SodaStream has succeeded in entering kitchens with its machine to transform tap water into soda, The Coca-Cola Company also wants a share of the market. The Israelian brand has convinced increasing numbers of consumers to make their own soft drinks at home with the argument of the ecological impact of reusing a single bottle. SodaStream competes against the leaders PepsiCo and the Coca-Cola Company in the soft drinks market and also in sparkling water and fruit juices.
With one of the world's most appreciated and controversial brands, the red and white giant has just increased its investment in the US company, Green Mountain Coffee Roasters. This partnership will create a range of soft drinks machines that will let consumers make the company's different drinks. These will include drinks and sparkling water such as Coca-Cola, Fanta, Sprite and Dasani, and also energy drinks (Powerade, Monster, Aquarius...), tea (Gold Peak, Honest...) and fruit juice. The Coca-Cola Company includes brands such as Minute Maid, Lipton Iced Tea and Burn.
According to the Group, the machine should be sold during 2015 in the USA, before being rolled out internationally.
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