PURCHASE, NY. — PepsiCo, Inc. is bringing its popular bubly brand to SodaStream machines. The company announced the launch of bubly drops for use in its line of sparkling water makers, marking the first co-branding partnership between PepsiCo and SodaStream in North America.
“The kitchen appliance industry and, in particular, sparkling water makers are seeing incredible growth momentum all over the world and in the US,” said Bryan Welsh, general manager of SodaStream USA, during a virtual launch event on Jan. 12. “The sparkling water maker category is up 84% year over year, and SodaStream is the sparkling water maker global leader.”
PepsiCo acquired SodaStream International Ltd. in late 2018, citing the $3.2 billion transaction as an important step in its commitment to supporting health and wellness through sustainable solutions. Mr. Welsh said one SodaStream bottle may reduce waste of thousands of single-use plastic bottles.
“In 2020 alone, SodaStream avoided 8 billion bottles from being created across the globe,” he said.
PepsiCo introduced bubly in 2018. The beverages contain no calories, sweeteners or artificial flavors. The brand generated $116 million in first-year sales, according to Information Resources, Inc.
“SodaStream and bubly speak to a lot of the same consumers,” Mr. Welsh said, adding millennials are core users of both brands. “We also share a lot of the same values. We’re both about having fun, staying healthy with a sustainability focus.”
In 2019, PepsiCo announced bubly would no longer be packaged in plastic. The partnership with SodaStream expands usage occasions for the bubly brand, Mr. Welsh said.
“SodaStream completes the picture for at-home availability and multi-serve offerings for the bubly brand,” he said. “We also love that bubly has lots of flavors and limited-time offers. They’re constantly innovating.”
The bubly drops are available in six flavors, including cherry, lime, blackberry, grapefruit, mango and strawberry. The products are sold at SodaStream.com, Amazon and other online retailers, as well as in Target stores, with plans to expand into more brick-and-mortar stores in the coming months.