Sodastream International Ltd. (Nasdaq: SODA) and Campbell Soup Company (NYSE: CPB) today announced an agreement to license Campbell's V8 Splash and V8 V-Fusion brands for the SodaStream home beverage carbonation system.
SodaStream manufactures and distributes home beverage carbonation systems, which transform tap water into sparkling water and soda. The system includes a soda maker, a CO2 carbonator, a reusable bottle and over 150 flavor options. The consumer fills the bottle with water, adds CO2 to make the bubbles, and then adds syrup concentrate to make the final flavored beverage.
SodaStream and Campbell said that initial flavors for the V8 Splash products will include tropical blend, berry blend and fruit medley, as well as V8 V-Fusion concentrates in strawberry banana, pomegranate blueberry and peach mango varieties. The products are expected to be available during the second quarter of 2013. The terms of the agreement were not disclosed.
Campbell's VP and general manager, beverages Michael Barkley said, "Creating V8 Splash and V8 V-Fusion products through the popular SodaStream carbonated beverage system gives people another way to enjoy their favorite V8 beverages and brings new growth for Campbell's beverage business."
SodaStream CEO Daniel Birnbaum said, "We are excited to bring together our revolutionary beverage system with a respected company like Campbell, who is well-known for their iconic brands. This relationship demonstrates our commitment to providing innovative products, and we are confident that the addition of the delicious V8 Splash and V8 V-Fusion drinks to our product portfolio will further strengthen the appeal of SodaStream's many benefits. We believe this partnership will help us attract new consumers who already enjoy these brands but have yet to discover how smart, simple and empowering it is to be able to make great tasting carbonated V8 beverages at home."
Published by Globes [online], Israel business news - www.globes-online.com - on November 12, 2012
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