Iconic drinks maker SodaStream has launched a new range of products which it says produce healthier drinks and are more environmentally friendly – and is supporting them with a substantial marketing spend.
The line-up consists of a selection of new-look drinks makers and new, all-natural concentrates.
The drinks makers have a slick design and produce sparkling drinks economically. And, says the company, because the carbonating bottles are reusable, SodaStream is more environmentally friendly than regular soft drinks bought from the supermarket: for every litre of drink produced, three aluminium cans are saved.
The range comprises a design incorporating stainless/brushed steel, in grey and white, a selection of coloured models and the classic white drinks maker. Retail prices start at £39.99 and rise to £59.99.
With the exception of cola, all the new concentrates are free from artificial flavourings and sweetener. They contain only fruit juice concentrate and water. Available in 500ml bottles, the flavours include Tropical, Orchard Fruits, Autumn Fruits, Apple and Cherry & Apple.
SodaStream says research has suggested that consumers return to the store where they bought their SodaStream drinks maker when they need repeat purchases such as cylinders, concentrates and accessories. The company is therefore developing a new shop-in-shop concept with retailers to encourage them to stock across the board.
The company says the launch is being supported with a heavyweight above and below-the-line campaign, with more details to follow.