Coca-Cola opens frontal assault on SodaStream

Coca-Cola opens frontal assault on SodaStream

Coca-Cola has struck a deal with Green Mountain Coffee Roasters in order to fabricate a tap system that can create soda at home. Analysts believe it is a direct attack on SodaStream, but with Atlanta’s “real stuff”.

First home tap by the end of the year?

Green Mountain Coffee Roasters is one of the largest American distributors for home drink appliances and gets 90 % of its turnover out of Keurig-branded appliances. Just like Nespresso, it uses ‘cups’ and serves mainly coffee, tea and hot chocolate. The group has also signed a collaboration with Campbell Soup.

 

Cold carbonated drinks were not in the array of products so far, but the deal with the Coca-Cola Company should change that soon. The soda giant from Atlanta paid 1,25 billion dollar (almost one billion euro) for a 10 % stake in Green Mountain and aims to get a ‘Keurig Cold’ out of the door by fall. Green Mountain itself is talking about ‘fiscal year 2015’ (which starts September 2014).

 

SodaStream competition

Analysts consider this remarkable initiative as an important switch in Coca-Cola’s strategy, maybe even a ‘game-changer’. The soda market has been slipping for years and Coca-Cola is hoping to boost consumption by moving into people’s homes.

 

The move also means a Coca-Cola Company’s frontal attack on SodaStream, the worldwide market leader with 7 million units sold in the DIY soda machines branch - a second blow in one week for SodaStream, after Fox refused to air a Scarlett Johansson Superbowl ad. The actress mocked the competition at the end of the ad, saying “Sorry, Coke & Pepsi”.

 

Juicy detail: last summer PepsiCo was rumoured to have an eye on SodaStream, but that rumour was quickly denied. Maybe the Coca-Cola / Green Mountain deal can still push them into each other's arms...

Questions or comments? Please feel free to contact the editors


Hunkemöller wants to conquer Switzerland

17/08/2017

Dutch lingerie chain Hunkemöller aims to open a chain of physical stores in Switzerland, after having already opened a Swiss web shop in September 2016. The first physical store will open its doors in October.

Shoe brand Bally put up for sale

16/08/2017

Austrian investment firm JAB Holding wants to sell Swiss shoe brand Bally, hoping to get at least 600 million euro. The same company sold shoe brand Jimmy Choo not too long ago, as it wants to focus on its food brands henceforth.

Crocs loses patent battle

14/08/2017

Shoe manufacturer Crocs has lost a patent court case revolving around the shoe’s design. According to the American Patent & Trademark Office (USPTO), another company has had a similar design for much longer.

Coolcat's losses compound

14/08/2017

Dutch fashion chain Coolcat, part of entrepreneur Roland Kahn’s group, has not managed to lower its losses in 2016. On the contrary: its losses grew more than 50 % compared to the year before.

Zalando's growth once again surpasses 20 %

10/08/2017

German Zalando has achieved its 20 % growth target for the second quarter, but just barely. It still forecasts a 20 to 25 % growth for its full fiscal year.

Gucci files lawsuit against Forever 21

09/08/2017

Fashion label Gucci has decided to file a lawsuit against fashion chain Forever 21 in the United States. The case revolves around several pieces of clothing, all with a blue-red-blue or green-red-green ribbon. 

Back to top