Sodastream to rebrand as green in Israel

Sodastream: Reusable bottles equal 2,000 disposable bottles and cans - the quantity an average family consumes in three years.

Sodastream International Ltd. (Nasdaq: SODA) is planning to recapture the Israeli market with a new environmentally-oriented branding, following the company's IPO and secondary offering in New York, and achieving a market cap of over $1 billion.

Sodastream, a maker of home carbonated beverage systems, says that its reusable bottles equal 2,000 disposable bottles and cans - the quantity consumed by an average family over three years.

The new brand, created by Tizug Padgo Plastic Ltd. in collaboration with Israel Union for Environmental Defense, will stress the environmental aspects of reusable bottles and environmentally friendly materials. The health aspect of the brand will focus its use of natural flavors without the use of preservatives or food coloring.

Sodastream will market the products in the green sections of retailers such as Home Center Ltd., Ace Auto Depot Ltd. (TASE:ACDP), and Traklin Electricity Center Ltd.

Sodastream Israel CEO Varda Shoham said, "The rebranding in Israel is taking place at the right time. The green agenda is gaining strength in Israel and Sodastream offers a solution to consumers seeking to keep the environment clean."

Sodastream operates in 42 countries, including the US, Australia, Germany, Denmark, Sweden, and Switzerland, and has two factories in Israel. It has four million customers worldwide.

Sodastream's share price closed at $57.86 yesterday, giving a market cap of $1.15 billion.

Published by Globes [online], Israel business news - www.globes-online.com - on May 25, 2011

© Copyright of Globes Publisher Itonut (1983) Ltd. 2011

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