A Perfect Match Between Two Brands Shaking Up the Sparkling Water Category

SodaStream, the world’s leading sparkling water brand¹, announces the upcoming launch of bubly drops, marking the first partnership for SodaStream in North America since joining PepsiCo. The new collaboration brings the beloved bubly^™ brand’s bright flavours and bold personality to the SodaStream platform, enabling consumers to create their ideal customized beverages at home.

bubly drops will officially be available starting January 2021, but consumers can get their hands on an early release of the product beginning November 1st as part of a limited edition SodaStream Sparkling Water Maker Kit available at SodaStream.com and select online retailers. bubly drops for SodaStream contain no calories or sweeteners and will launch in six refreshing flavours bubly fans know and love: grapefruitbubly^™, blackberrybubly^™, limebubly^™, strawberrybubly^™, mangobubly^™, and cherrybubly^™.

“bubly drops are the perfect extension to our flavour offerings, tapping into one of the most rapidly growing segments of the sparkling beverage market: unsweetened flavoured sparkling water,” said Eyal Shohat, CEO of SodaStream. “The launch of bubly drops for SodaStream marks an exciting partnership between our two brands and reinforces our commitment to bringing consumers their preferred beverage choices that are better for them and better for the planet.”

“We’ve developed an incredible fan base, and by continuing to lean into the bubly brand’s playful personality, have quickly become one of the largest sparkling water brands in the category,” said Stacy Taffet, Vice President Water Portfolio for PepsiCo. “We are thrilled to join forces with SodaStream and bring our delicious flavour offerings to their incredible at home platform. In doing so, bubly will be the first sparkling water brand to ever be available in these two formats.”

bubly drops for SodaStream were developed through a collaborative effort between the PepsiCo and SodaStream research and development teams to ensure the amazing, high-quality taste consumers expect from bubly.

SodaStream and bubly share brand values rooted in playfulness and social good. With the launch of bubly drops for SodaStream, the two brands will offer consumers a fun, healthy and sustainable sparkling water option.

About bubly

bubly is shaking up the sparkling water category with refreshing and delicious flavours, an upbeat and playful sense of humor, all while keeping it real with no artificial flavours, no sweeteners, and no calories. Each flavor of bubly sparkling water features bright, bold packaging, unique smiles for every flavour, and comes with its own witty greeting on the tab and personal messages on the can for maximum enjoyment and smiles. bubly sparkling water is available in fourteen bright flavours: cherrybubly, orangebubly, mangobubly, pineapplebubly, limebubly, applebubly,  watermelonbubly, blackberrybubly, grapefruitbubly, strawberrybubly, raspberrybubly, peachbubly, cranberrybubly and lemonbubly. no calories. no sweeteners. all smiles.^™

¹Total global volumes taken from GlobalData’s Global Packaged Water Report 2018, compared with SodaStream company information.

Following the latest news that PepsiCo has purchased SodaStream for $3.2bn, Melanie Felgate, Senior Consumer Insights Analyst at GlobalData, a leading data and analytics company, offers her view on the breaking news:

“As the carbonates industry faces ongoing challenges both in terms of health and the environment, the decision by PepsiCo to purchase Soda Stream is a bold and potentially smart move. Although long established, SodaStream has remained a relatively niche brand, but with the backing of a global soft drinks giant there is an opportunity to propel the concept mainstream.

‘‘SodaStream allows consumers to customize their own beverages to create not only flavors – but potentially sugar levels – to suit their needs, helping PepsiCo better meet consumer’s needs for products which are not only healthier but do not compromise on taste.

‘‘Furthermore as the environmental burden of plastic waste comes to the fore, the concept can also tackle this by reducing reliance on plastic bottles. This is likely to attract the 35% of consumers globally surveyed by GlobalData in Q3 2018 who claim they would buy more of specific types of products if they were “packaged without any plastic at all”.

‘‘Aside from environmental and health advantages, the move will undoubtedly enable consumers to recreate the famous Pepsi brands they are already familiar with and enjoy. This may help entice the 59% of consumers globally that are influenced by how familiar or trust-worthy a product feels when choosing non-alcoholic beverages, according to GlobalData’s Q3 2018 survey, and may help move SodaStream from a niche appliance to a mainstream fixture in homes.”