US/ISRAEL: SodaStream rolls out new Kool-Aid flavours in Kraft Foods link-up

By Andy Morton | 18 July 2012

Cherry, Grape and Tropical Punch added to co-branded portfolio
Terms of deal not disclosed
Flavours to go on sale in fourth quarter

SodaStream has worked with Kraft Foods since January

SodaStream has added to its tie-up with Kraft Foods.

The new flavours announcement follows a run-in with the Coca-Cola Co over an outdoor marketing exhibit that used empty Coca-Cola branded products to highlight waste.

The company has undertaken a range of marketplace moves since it was listed on the NASDAQ in November 2010, including buying back its Nordic and Baltic distribution rights.

It first linked up with Kraft in January.

Show the press release

Kraft Foods and SodaStream Expand Co-Branded Flavors with Kool-Aid

Kraft Foods and SodaStream International today announced the expansion of their strategic partnership for the manufacturing, marketing, distribution and sale of Kraft Foods beverage brands for use with the SodaStream soda making system. The initial Kool-Aid flavor choices will be Cherry, Grape and Tropical Punch. These complement the existing co-branded portfolio, which includes several varieties of Crystal Light, the leading powdered drink mix, and Country Time, the number-one U.S. lemonade brand. The terms of the deal were not disclosed.

"The Kool-Aid brand will be a great addition to the current lineup we've developed with SodaStream," stated Doug Weekes, VP of beverages, Kraft Foods. "We're pleased with the early success of Crystal Light and Country Time and believe that adding Kool-Aid will attract even more people to enjoy our flavors with personally-made carbonation."

"I grew up drinking Kool-Aid and am excited to welcome such a popular drink to the SodaStream family," stated Daniel Birnbaum, CEO of SodaStream. "It truly delights me to have the opportunity to expand our partnership with Kraft Foods by delivering a sparkling version of this iconic brand to millions of Americans."

The companies plan to have the products available at retail during the fourth quarter of 2012.

Original source: http://www.prnewswire.com/news-releases/kraft-foods-and-sodastream-expand-co-branded-flavors-with-kool-aid-162841706.html

Sectors: Product launches, Soft drinks

Companies: Coca-Cola Co

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