Kraft Foods and SodaStream Enter Strategic Co-Branding Deal
The initial Kraft Foods brands to participate will be several varieties of Crystal Light , a leading women's diet beverage, and Country Time, the number-one lemonade brand.
Jan 6 2012 --- Kraft Foods, Inc. and SodaStream International, Ltd. announced a strategic partnership for the manufacturing, marketing, distribution and sale of Kraft Foods branded flavors for use with the SodaStream soda making system. This will be the first time that Kraft Foods flavors will be available specifically for use in a carbonated beverage. The initial Kraft Foods brands to participate will be several varieties of Crystal Light , a leading women's diet beverage, and Country Time, the number-one lemonade brand. One of the new carbonated choices will include an "All-Natural" lemonade. The terms of the deal were not disclosed.
"The carbonated market is an exciting segment for us," stated Doug Weekes , Vice President, Beverages, 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."
"We are excited to welcome these delicious Kraft drink mixes into our SodaStream portfolio," stated Daniel Birnbaum , CEO of SodaStream. "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."
