SodaStream Takes A New Marketing Tack In The U.S.

SodaStream may have succeeded in Sweden – its carbonation machines are in 20 percent of Swedish homes – but the going has been tougher in the U.S. The company has abandoned the mass market and mid-market (i.e., Walmart, Kmart, Macy’s and Sears) in favor of higher-end grocery, health and wellness retailers like Whole Foods Market. It bases its U.S. marketing to some extent on environmental sustainability, but no longer pitches its flavorings as alternatives to Coke or Pepsi. A new sparkling water strategy is focused on SodaStream Waters liquid concentrates that feature full fruit flavors and hints of flavor, are calorie-free, and are sweetened with stevia to appeal to health-conscious consumers who want to avoid artificial sweeteners.

"SodaStream Moves from Targeting Green Consumers to Health Conscious Consumers", Euromonitor International, July 30, 2015

Ethical Behavior By Food Companies Is Important To U.K. Consumers

The main factor that separates ethical food companies from unethical ones in the eyes of British consumers is humane care of animals, according to research from Mintel. Humane husbandry is more important – 74 percent of 1,500 surveyed cited the factor -- than environmental or tax avoidance issues. Other top ethical issues cited by U.K. consumers were responsible sourcing (60 percent) and employee welfare (57 percent). Fifty-two percent said they wouldn’t buy products from companies if it was found that they acted unethically. Mintel said food and drink companies need to ensure that operating standards are not just legal, but also ethical, or they “risk boycotts and reputational damage.”

"74% Of Consumers List Animal Welfare Among The Top Factors Which Make A Food Brand Ethical", Report, Mintel, July 28, 2015

Whole Foods Ranked Among Fortune’s “World Changers”

Fortune magazine has named Whole Foods Market one of the top 50 companies that “Change the World.” According to the magazine, Whole Foods “prompted Walmart and Kroger to up their organic game,” whole implementing animal welfare standards, refusing to sell overfished seafood and requiring GMO labeling by 2018. Whole Foods, which is ranked No. 30 on the Fortune list, was also cited recently by Greenpeace as the top retailer for seafood sustainability in its annual ranking of U.S. supermarkets.

"Whole Foods Market makes Fortune’s ‘Change the World’ list, a ranking of ‘companies that are doing well by doing good’", News release, Whole Foods Market, August 20, 2015

Company Tackles Food Waste By Turning Expiring Fruit Into Edible Powders

A sign of the growing movement to reduce food waste – 1.3 billion tons a year globally -- is the launch of a Swedish company that has figured out a way to turn expiring fruit that can’t be sold into powders that can be used as yogurt toppings, or as a baking or ice cream making ingredient. FoPo, which is testing the powders as a form of disaster relief in the Philippines, launched a Kickstarter campaign in May that raised more than $25,000. Ten local supermarkets are donating near-expired produce, and 26 stores have offered to buy back the finished powder.

"FoPo", JWT Intelligence, July 31, 2015