Canadian business is on fire 6 of households have a SodaStream —

first_img Recommended For YouMexico environmental authority suspends Grupo Mexico facility after sulfuric acid spillNikkei drifts lower on U.S.-China trade uncertaintyTencent-backed live-streaming firm DouYu prices U.S. IPO at low end of rangeCorn, soybeans drop for third session on improved U.S. weatherZinc falls as supply deficit narrows Facebook Email Join the conversation → Comment ‘Canadian business is on fire’: 6% of households have a SodaStream — the company has plans to triple that New plant opens in Mississauga as Canadian sales grow by nearly 50% last year SodaStream, the Israel-based manufacturer of counter-top carbonators, is increasing its presence in Canada amid growing sales and increased demand for sparkling water.“The Canadian business is on fire,” the company’s chief executive Daniel Birnbaum told the Financial Post this week, ahead of a Tuesday ribbon-cutting ceremony at the company’s new production facility in Mississauga, its first in Canada.SodaStream, which is now owned by PepsiCo after a US$3.2 billion acquisition was completed late last year, says that Canada has become its fourth-largest market globally, with six per cent of Canadian households using SodaStream machines. Maple leaf and hockey sticks: Tim Hortons shrugs off the politics to go all-Canadian in China The greatest thing since sliced bread is … old-fashioned bread: Inside one baker’s mission to transform Canada’s loaves How to sell a $1,000 coat without holding a sale The new plant in Mississauga will refill the carbon dioxide canisters that those machines use to turn tap water into carbonated water. Before the new plant began operations last month, when customers purchased new canisters in store their empty ones were sent to a refilling station in New Jersey.The move comes as SodaStream transitions from being a rebellious upstart to a subsidiary of a massive soda empire.From its beginnings, the company has billed itself as a healthier, more environmentally friendly alternative to bottled water and carbonated beverages, often taking jabs at established players, in its advertising.Birnbaum himself once chided his firm’s future suitor for launching a bottled-water brand: “Shame on PepsiCo,” he said in 2017, according to the Wall Street Journal.“Yeah, well, you don’t make peace with your friends, do you?” he said in an interview Monday. “They want to be better and we want to grow faster. So it’s all in the right direction.”Asked if the acquisition could been seen another way — a sort of David giving up and joining Goliath scenario — Birnbaum replied quickly: “That’s a great thing — because maybe Goliath wants to be more like David.”“People should continue using it happily and they shouldn’t really care who the shareholders are. Did they know who the shareholders were before Pepsi acquired SodaStream?” he asked.Canada has become a major market, Birnbaum said, with sales growing by nearly 50 per cent in 2018. Since 2010, SodaStream says it has sold 1.5 million machines here. It’s the fourth-largest market for the machines in the world, behind Germany, the U.S. and France.Indeed, demand for sparkling water in Canada has been “exploding,” said Robert Carter, an industry adviser with NPD Group. “More consumers are just moving away from the alcohol category, they’re moving away from the carbonated soft drink category,” he said.The new plant in Mississauga signals the company’s increased interest in the Canadian market, SodaStream said.“Our headquarters looked at us and said, ‘OK, now that you’re big enough, you need your own gas-filling centre,’” Rena Nickerson, SodaStream’s general manager for Canada, said, adding that the company plans to increase its advertising in Canada by more than 30 per cent in 2019.The plan, she said, is to drastically increase SodaStream’s household penetration.“If 18.5 per cent is where Sweden’s at,” Nickerson said, “I at least want to get there.” More Reddit Twitter Jake Edmiston Canada is SodaStream’s fourth-largest market globally, with six per cent of Canadian households using its machines.Courtesy SodaStream Share this story‘Canadian business is on fire’: 6% of households have a SodaStream — the company has plans to triple that Tumblr Pinterest Google+ LinkedIn 1 Comments March 5, 201911:56 AM ESTLast UpdatedMarch 5, 20192:07 PM EST Filed under News Retail & Marketing last_img read more