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.