Enter multiple symbols separated by commas

Kraft Deal Adds Sparkle to Sodastream: CEO

Is the U.S. ready for carbonated ice tea or lemonade? Kraft Foodthinks so. It announced a co-branding deal to produce a version of its Country Time lemonade and Crystal Light iced tea for Sodastream's home carbonation system.

Kombucha Tea
Photo by: zeevveez
Kombucha Tea

Sodastream Chief Executive Daniel Birnbaum told CNBC Thursday the deal not only adds "sparkle" to some of Kraft's "iconic brands," it enhances Sodastream's business model. The company's machines carbonate tap water; adding flavors creates sodas and other drinks.

"We already saw what happened to the lemonade and the iced tea categories around the world when they started still and extended into carbonation, and consumer acceptance has been very very strong," Birnbaum said.

"So the fizz, the sparkle enhanced those segments around the world," he added. "The same happens in the states. There’s a lot of consumers that love the brands in America and they’ll love them when they’re fizzy."

Birnbaum said America, the "biggest soda market in the world," is becoming the company's largest region by sales after western Europe. European sales haven't flattened either, he said.

Contact U.S. News


    Get the best of CNBC in your inbox

    Please choose a subscription

    Please enter a valid email address
    To learn more about how we use your information,
    please read our Privacy Policy.

Don't Miss

U.S. Video

  • Hero miles for military members: Real estate magnate's plea

    Chairman of the Fisher House Foundation, Ken Fisher, discusses the Hero Miles program with CNBC's Dina Gusovsky. During Military Appreciation Month, Fisher is asking every traveler to donate 1,000 of their miles to replenish the Hero Miles programs that is in danger of running out.

  • Cramer shuts down this market's haters

    "Mad Money" host Jim Cramer on why this market can't stop, won't stop.

  • From the battlefield to the boardroom

    Your Grateful Nation is dedicated to helping Special Forces veterans enter the corporate world and Knot Standard provides complimentary suits to vets. Mad Money's Jim Cramer spoke with Rob Clapper, Your Grateful executive director; John Ballay, Knot Standard co-founder and president; Tej Gill, retired U.S. Navy Seal; and Darren McB, active duty U.S. Navy Seal.