The SodaStream Sparkling Water Maker is a device that forces carbon dioxide (CO2) gas (stored under pressure in a cylinder) into water, making it sparkling (fizzy). The product includes a machine, a carbon dioxide cylinder, and one or more reusable beverage bottles. The bottle, filled with water, is inserted into the machine, and with a button push or two, compressed CO2 from the cylinder is injected, creating carbonated water. Varieties of concentrated syrups are available, to create regular or diet soft drinks by adding a small amount of concentrate to the bottle after carbonation.
In 2012, SodaStream teamed with Yves Béhar to introduce SodaStream Source, a line of soda machines designed with a special emphasis on sustainability. Béhar's design earned SodaStream a Good Housekeeping Institute seal of approval in 2013.
In 2022, SodaStream launched three sparkling water machines: the Terra, the Duo and the Art. The models employ the "Quick Connect" system enabling CO2 cylinders to be attaching by clicking instead of screwing. The Duo was named for its compatibility with both reusable plastic bottles and glass bottles, while the Art newly featured a lever allowing users to choose their own carbonation level.
In 2023, SodaStream began selling the E-Terra and E-Duo models, which differ from the Terra and Duo by incorporating an electric interface.
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In 2024, the company launched the Enso model, which was notable for its minimalist stainless steel design by Naoto Fukasawa.
Flavours
Different flavours are created by adding fruit-flavoured concentrates. In the past, several famous brands were available in SodaStream concentrate form including Tizer, Fanta, Sunkist and Irn-Bru.
SodaStream and Kraft Foods entered into a partnership in January 2012 involving the use of the Crystal Light and Country Time brand flavours with the SodaStream home carbonation system. That July, the two companies expanded their partnership to include the Kool-Aid flavour line. In 2013, SodaStream partnered with Ocean Spray to market three Ocean Spray flavours for use with the SodaStream home soda maker.
In 2020, following the company's acquisition by PepsiCo two years earlier, SodaStream partnered with PepsiCo brand Bubly to create Bubly Drops, which included six fruit flavours for SodaStream drinks. The following year, SodaStream released several prominent PepsiCo brands as new flavours, including Pepsi, Pepsi Max and 7 Up.
Additional PepsiCo brand SodaStream flavours followed in the coming years, with Mountain Dew debuting in 2024 and Pepsi Wild Cherry in 2025.
Other products
In February 2013, SodaStream and Samsung announced that Samsung refrigerators with built-in SodaStream sparkling water dispensers would be available in the United States beginning in April.
In 2025, the company launched the Fizz & Go, a stainless steel bottle that connects directly to the sparkling water maker and is meant for "on the go" use.
Marketing and sales
Some 20% of households in Sweden owned SodaStream machines as of 2010. In January 2011, the company marked the sale of its millionth soda maker in the country. Europe accounts for 45% of SodaStream's sales.
By May 2012, SodaStream was being sold in over 2,900 Walmart locations in the United States. SodaStream's U.S. sales grew from US$4.4 million in 2007 to $40 million in 2011. Despite record sales, profit margins are declining and in 2013 fell short of targets and investor expectations. Sodastream also sold its product in some Bed Bath & Beyond stores.
Since its acquisition in 2018, SodaStream's sales and reporting have been folded into PepsiCo's corporate reporting.
In its marketing, the company focuses on environmental attractiveness of using tap water and returnable gas cylinders. SodaStream has been involved in environmental projects, including waste reduction, beach cleanup and reforestation.
Advertising campaigns
In 2010, SodaStream launched an international campaign targeting the bottle and can waste associated with pre-made drinks. The campaign involves the display of 9-cubic-metre cages in various countries, each containing 10,657 empty bottles and cans. When a cage full of empties went on display in Johannesburg, South Africa in 2012, Coca-Cola demanded that SodaStream remove its products from the cages and threatened to sue SodaStream. SodaStream responded by dismissing the threats and announcing that it would display the cage outside Coca-Cola's headquarters in Atlanta.
A 30-second television commercial promoting sustainability, showing commercial brand soda bottles exploding each time a person makes a drink using a SodaStream machine, was banned in the United Kingdom in 2012. Clearcast, the organization that approves TV advertising in the UK, explained that they "thought it was a denigration of the bottled drinks market". The same ad, crafted by Alex Bogusky, ran in the United States, Sweden, Australia, and other countries. An appeal by SodaStream to reverse Clearcast's decision to censor the commercial was rejected. A similar advertisement, which featured a pair of Coca-Cola and Pepsi deliverymen reacting to the exploding bottles, was expected to air during Super Bowl XLVII in February 2013, but was rejected by CBS for its direct references to Coke and Pepsi. The previous SodaStream ad was shown in its place. SodaStream CEO said "The banned ad was a win because of the quality as well as the quantity of the exposure we received".
The company's 2020 advertising campaign featured Snoop Dogg in the United States and Priyanka, the first season winner of Canada's Drag Race, in Canada.
In the years since its acquisition by PepsiCo in 2018, SodaStream has run new advertising campaigns on Earth Day. In 2019, the company announced the "Proud to be Green" challenge, in which people with the last name "Green" and people in cities containing the word "green" received discounts. In 2021, the company ran the "Don't Just Share, Care" campaign with an advertisement featuring Randi Zuckerberg, promoting positive action to combat climate change and criticising slacktivism. In 2022, the company ran an ad campaign in partnership with a nonprofit organization that protects wild sea turtles, with commercials featuring David Hasselhoff.
In June 2021, SodaStream introduced a Pride Month campaign with a digital advertisement featuring Laverne Cox as an animated superhero. The ad promoted a "Rainbow Story" sparkling water maker kit that could be personalised with rainbow markers; SodaStream donated 10% of the profits to LGBTQ+ rights organization ILGA World.
Environmental initiatives
In 2011, SodaStream partnered with the Israel Union for Environmental Defense to launch an initiative promoting waste reduction and an improvement in the quality of tap water. Also in 2011, SodaStream launched a campaign with Erin O'Connor to raise awareness to the effects of plastic bottle waste on the environment.
As part of the company's support for Climate Week, in 2012 SodaStream donated £1,000 (equivalent to £1161 in 2021) to a school in Crediton, Devon in the United Kingdom to fund an educational beach cleaning initiative. SodaStream partnered with Trees for the Future in 2012 to launch the Replant Our Planet initiative: for each home beverage carbonation system sold from its Rethink Your Soda product line, SodaStream committed to planting hundreds of thousands of trees in Brazil. SodaStream Italy and the Municipality of Venice partnered in 2012 to organize Join the Stream: fight the bottle, a cleanup initiative with its starting point at the Lido di Venezia. Actress Rosario Dawson launched the first annual Unbottle the World Day in New York City in July 2012. The campaign, initiated by SodaStream to raise awareness to the impact of cans and plastic bottles on the environment, calls on the United Nations to designate one day of the year a "Bottle Free Day".
Influencer marketing
Since 2016, SodaStream has worked with influencer marketing in social media. Influencers include Genevive Lauren Ngo, Chelsea Sousa, and Jada Brown.
Production facilities
SodaStream has 13 production facilities worldwide. From 2016, SodaStream's principal manufacturing facility is in Idan HaNegev Industrial Park north of Beersheba, Israel. The plant provides employment for around 1,400 workers, many of them Negev Bedouins. The cornerstone for the plant was laid in 2011, it opened in 2015. An additional plant, which began operating in 2011 in Ashkelon, produces SodaStream syrups and flavours. Another plant operated in the Alon Tavor industrial zone near the Israeli city of Afula, between 2011 and 2015, but was closed once the Idan HaNegev facility was opened.
In Europe, the company employs 250 people, in two main sites; at SodaStream's European commercial and logistics center, which is located in Rijen, Netherlands and at a manufacturing facility in Limburg an der Lahn, Germany. SodaStream's US headquarters is at Mount Laurel, New Jersey.
Boycott campaign and factory relocation
In the early 2010s, as part of the Boycott, Divestment and Sanctions (BDS) activist campaign launched in 2005 to pressure Israel to end the occupation of the West Bank and Gaza, SodaStream was criticized for operating its primary manufacturing plant in the Mishor Adumim industrial zone in the West Bank.
The Court of Justice of the European Union ruled in 2010 that SodaStream was not entitled to claim a "Made in Israel" exemption from EU customs payments for products manufactured in the West Bank because Israeli settlements in the West Bank are outside the territorial scope of the EC–Israel Agreement.
In January 2014, Oxfam accepted the resignation of Scarlett Johansson, an American actress, as ambassador for that organisation, a role she had held for eight years, after she became a brand ambassador for SodaStream. Oxfam has stated that "businesses, such as SodaStream, that operate in settlements further the ongoing poverty and denial of rights of the Palestinian communities that we work to support" and opposes all trade with the settlements citing their illegality under international law. Johansson reportedly resigned because of "a fundamental difference of opinion in regards to the boycott, divestment and sanctions movement". In her statement she described SodaStream as "not only committed to the environment but to building a bridge to peace between Israel and Palestine, supporting neighbours working alongside each other, receiving equal pay, equal benefits and equal rights". SodaStream CEO Daniel Birnbaum also accused Oxfam of supporting the BDS movement against Israel as a whole, a charge Oxfam denied, saying that "this is about trade from the settlements" and specific to settlements outside Israel's pre-1967 border. which Oxfam states, due to their location, pose an obstacle to any future two-state solution.
According to Birnbaum, the boycott had no impact on the growth rate of SodaStream, and he said, all SodaStream products sold in Norway, Sweden and Finland are manufactured in China.
Human Rights Watch stated that "It is impossible to ignore the Israeli system of unlawful discrimination, land confiscation, natural resource theft, and forced displacement of Palestinians in the occupied West Bank, where SodaStream is located". The United Church of Canada launched a campaign to boycott SodaStream products manufactured in the West Bank.
Birnbaum said that the factories are apolitical and described the factory as "building bridges between us and the Palestinian population, and we provide our Palestinian employees with respectable employment opportunities and an appropriate salary and benefits". SodaStream employed 500 West Bank Palestinians. Addressing the location of SodaStream's Ma'ale Adumim plant, Birnbaum said the choice was made by company founder Peter Weissburgh, back in the 1990s, long before SodaStream was taken over by the current owners, who appointed Birnbaum in 2007.
In July 2014, SodaStream fired 60 Palestinian workers after they filed a complaint about not receiving sufficient food to break Ramadan fasts during night shifts. The workers were not allowed to bring their own food into the plant due to Jewish dietary restrictions being enforced. According to SodaStream the workers had called for a wildcat strike. SodaStream claimed that the workers were given a hearing and were not denied severance pay.
SodaStream announced that its factory in Ma'ale Adumim would be closed by the end of 2015 in order to save $9 million in production costs. The plant's operations were transferred to a new factory in Lehavim, where it reportedly employed "a significant number of Bedouin Arabs". The move laid off 500 Palestinian workers, although 74 Palestinian workers moved with SodaStream when it relocated.
