HYDRATION FEATURE
A classic household name
Please introduce yourself. Gurdeep Saini: My name is Gurdeep Saini and I am the UK marketing director of SodaStream. I have a wealth of experience within the marketing industry including in strategic brand planning, promotions, media and, which is complemented with experience across both sales and marketing within the trade environment.
s the cost-of-living crisis continues to pinch consumer incomes, businesses are having to adapt to a shift in buying habits.
SodaStream started in 1903, where did the idea originate? GS: SodaStream is a classic household brand name and dates all the way back to the early 1900s. It was founded in England in 1903 - 120 years ago - however it wasn’t until 1998 that the company merged with Soda-Club and went through its rebrand, shifting its focus from treat- drink to healthier drinks. Now owned by PepsiCo and operating out of Israel, it has 13 production plants around the world, including two in Europe and one in the US operating out of New Jersey. SodaStream is as popular as ever, and with the current focus on waste reduction, there’s even more reason to carbonate your own water.
Tell us about your products. GS: Last year the SodaStream brand underwent a 360° transformation, which included a full top-to-bottom redesign of the company’s symbol, colour palette and websites. This also involved the launch of a new tier of elevated sparkling water makers under the name “SodaStream Collection”, which included advanced functionalities and premium designs; the Terra, Art and the Duo. This allowed us to remind people of SodaStream’s mission to change the way the world drinks and revolutionise the global beverage industry. The Art in particular has been designed with the best user experience
24 | August/September 2023 24 | January/February 2023
Combat the Crisis A
Gurdeep Saini, UK marketing director of SodaStream, participated in a Q&A with Housewares Magazine about how the business is keeping up with consumer trends, developing its portfolio and evolving the brand.
Arun Bhatoye, head of marketing at Hisense UK, highlights the support businesses can provide consumers amidst the challenging cost-of-living crisis.
Consumers are looking for energy-efficient, cost-efficient products, and it is the responsibility of the business to make their customers aware of which products fit these criteria. Arun Bhatoye, head of marketing at Hisense UK, says “Here at Hisense, we have always championed manufacturing products that are affordable yet high- quality, and this is more important than ever as we head towards the winter months amidst a national cost-of-living crisis. Right now, it is our number one priority to help the nation to understand how to best use their appliances to continue with their necessary household chores and reduce their bills as much as possible.” Founded over 50 years ago, Hisense is one of the world’s leading manufacturers of televisions and home appliances. Hisense has a core range of televisions and cooling appliances alongside a portfolio of cooking and laundry products featuring hobs, hoods, ovens, dishwashers and washing machines. Educating the consumer Bhatoye says “As energy bills soar to an all-time high, monitoring our gas and electricity usage has never been more important, and so consumers are looking for alternative solutions to cut down on their energy usage – and in turn, their energy bills. This doesn’t mean that consumers aren’t buying, but the path to purchase is much more considered. Customers
in mind to elevate the process of making sparkling water at home, featuring a chrome trim and unique carbonation lever. Each of the new machines improve the everyday sparkling water experience and are perfectly suited for anyone looking to host friends and family and serve sparkling refreshment, or those looking to improve their hydration and boost their water intake. And as ever, all three sparkling water makers help consumers to lead more environmentally friendly lifestyles by reducing the need for single-use plastic. Most recently, we have launched the SodaStream E-Terra sparkling water maker, the brand’s only machine to be fully automated. It features built-in One-Touch technology, so people can enjoy sparkling perfection every single time. This technology includes three carbonation levels, allowing people to control the level of sparkle in their water for a consistent and seamless experience. So whatever your preferred level of fizz, with the E-Terra, consumers are guaranteed to enjoy the same great taste each time they use it.
Tell us about the trend of carbonating beverages. What are consumers looking for? GS: Consumers want to lead healthier lives but they also want delicious flavours. They don’t want to have to rely on plain tap water. With consumers becoming more conscious of what they put into their bodies, SodaStream empowers people to make better decisions and better understand what they are drinking. With SodaStream there is the opportunity to create sparkling flavour variations anyway you like, making your drinks truly personal to you. Consumers are looking for easy ways to not have to compromise on flavour or health, and SodaStream delivers on both.
look to invest in appliances that achieve the best results whilst using the least amount of energy, to help with cutting down bills. During the cost-of-living crisis, retailers and suppliers should be looking at ways in which they can help educate and inform their customers on the best appliances for their individual needs, and support them as much as possible to find the most cost-effective solution. Here at Hisense, energy efficiency has played a large role in product development as we look to new launches in future years. “It’s likely that any appliance which doesn’t need to be switched on for a long amount of time during usage, for example a microwave or toaster is the most efficient small appliance, as it only uses energy whilst it is switched on. It’s also very much dependent on usage – every household is different and has different needs. For example, single-person households may have a large capacity oven and batch cook to make the most of their oven being turned on, whilst larger families might opt for a larger capacity washing machine to bundle loads together. Generally speaking, tumble dryers tend to be the most expensive appliance to run, so switching up this part of your laundry routine to drying your clothes on a traditional clothes horse or drying rack is an easy way to help cut down your energy bills. Of course, defining what the most expensive appliance to run will ultimately come down to usage habits. If you have a larger household, it’s likely to be more cost-effective to invest in a larger capacity washing machine, so that you can fit more clothes in one load,
housewareslive.net
housewareslive.net
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