The SodaStream Fizzi machine is down 80% to GBP20

The SodaStream Fizzi machine is down 80% to GBP20

SodaStream has reduced the price of one of its water carbonation units in the UK as it looks to capitalise on the Government's plans to reduce plastics in the country.

The company said today that it has cut the price of its SodaStream Fizzi sparkling water maker by 80%, to GBP20 (US$27.50). The deal applies to 10,000 units on a one-per-household basis. 

The move follows initiatives announced last week by Prime Minister Theresa May to crack down on plastics and introduce more water fountains, as part of the Government's 25-Year Environment Plan. 

"We applaud your efforts to save Great Britain from the hazard of plastic waste," said Daniel Birnbaum, CEO of SodaStream International in an open letter to Prime Minister May, "but we don't need to wait until 2042."

SodaStream has long been active in attacking single-use plastic bottles. Last year, the company launched a campaign, called Shame or Glory, starring Game of Thrones actors. In it, a man buying bottled water is hounded by a woman dressed in Mediaeval consume ringing a bell. The ad attempts to highlight the environmental impact of bottled water waste.

The ad, which included the phrase 'f**k plastic bottles', was later banned by the UK's Advertising Standards Authority for offensive language.

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