HYDRATION
As more businesses adopt the trend of carbonating beverages, how has SodaStream differentiated itself? GS: Consumers are looking for convenience and want to be able to make their own sparkling drinks from the comfort of their own homes. SodaStream makes it easier than ever for people to do this. The gas cylinders are easy to buy and return through the exchange programme, and they have a retail presence across the country making it easy for anyone to purchase - in fact most recently through an expansion with John Lewis.
Another thing that sets SodaStream apart from other sparkling water
makers is the range of delicious flavours on offer. From Pepsi MAX and 7UP Free, to the recent launch of the SodaStream Organics range, including three of the UK’s favourite flavours (blackcurrant, orange and apple), there really is something for everyone.
Tell us about the design of SodaStream’s products. How have you adapted the look to make it a kitchen essential? GS: In 2022, SodaStream announced a full 360° brand transformation, including innovating its machines to ensure they continue to be a kitchen essential. As the trend for making fresh, sparkling water at home continues to grow, and consumers seek more approachable premium products, the SodaStream collection offers an elevated water experience through superior innovation, quality, and design. The products included in the range include The Art, Terra, E-Terra, and Duo. Focusing on the Art in particular, it has a unique carbonation lever so
you can make your own sparkling water barista style. It’s incredibly chic and stylish, featuring a stainless-steel trim and a slim silhouette, making it perfect for anyone looking to elevate their kitchen. It is also cordless, meaning it can slot into any kitchen space and features the new Quick Connect technology for fast and easy CO2 cylinder insertion.
SodaStream prides itself on its environmental commitments. Tell us about this. GS: SodaStream’s vision is to change the way the world drinks by inspiring people to push for better, and empowering them to make better choices not only for themselves but for the planet too. Each SodaStream bottle saves 1,282 single–use plastic bottles and every gas cylinder saves 60 litres of bubbles, making it so easy for consumers to make the
as opposed to doing multiple washes a day in a smaller washer.” “On the other hand, we typically say that a refrigerator will use the most amount of electricity in a household as it is required to be powered 24/7, to avoid defrosting and risking any foods or liquids going mouldy or past their best. There are, however, many ways in which you can reduce the energy consumption on your fridge or fridge-freezer, without having to switch it off. For example, by ensuring your refrigerator appliances are set to the optimum settings or not leaving the door open for longer than necessary. It may sound simple, but many homeowners don’t know how much energy any of their appliances generate – in fact, lots of people are causing more damage than good when it comes to switching up their household chores and appliances in their efforts to cut down on energy bills. Some may be cutting back on dishwasher usage to prioritise washing by hand, yet if that requires multiple bowls full of water with a lot of dirty pots, the dishwasher can be the better option,” he adds. Transparency
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“Businesses can absolutely provide help on the cost-of-living crisis on its website and through its customer service to ensure support is available when needed. By providing transparent information on energy usage, costs and energy savings, consumers will have more trust and loyalty to these brands and will likely return to purchase later down the line,” says Bhatoye. “Unfortunately, the cost-of-living crisis is not going away any time soon, and we predict that in 2023, consumers will be looking for even more support from businesses in the year. In order to stay ahead of the
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to use with one hand while you stay focused on your workout. The Zoku sports bottle comes in a variety of colours, making it suitable for every personality and style. The vacuum insulated bottle keeps your drink cold for 24 hours. In other words, it’s the sports bottle that can stay as active as you are.
switch. In 2022 alone, SodaStream saved five billion single-use plastic bottles from being used and sent to landfill and decreased the plastic waste in its manufacturing processes by more than 20%! More recently, SodaStream has announced a 15-year agreement with Enlight to enable the brand to transition to 100% renewable energy by the beginning of 2024 at all of its global production sites in Israel.
As consumers become more health-conscious and the wellness trend grows, how has SodaStream added health benefits to its products? GS: SodaStream has taken significant steps to enhance the health benefits of its products in recent years. This March, the company introduced an Organics range of Brits favourite fruity flavours, offering a more natural and sustainable taste experience while appealing to those seeking cleaner ingredient options. Additionally, SodaStream’s expansion of sugar-free offerings,
exemplified by products like Pepsi Max, addresses the demand for reduced-sugar alternatives, allowing individuals to enjoy familiar soda flavours without the excessive sugars.
What are your business goals for this year? How will you achieve them? GS: We continue to empower people to challenge the status quo and make better choices for themselves and the planet. Critical to this goal is providing a full ecosystem of sustainable consumables and machines which offer value for money, deliver added benefits and meet the needs of our target consumers.
How will SodaStream continue to evolve and develop moving forward? GS: SodaStream’s future evolution and development are poised to be marked by a dual focus on expanding its product range to introduce novel and enticing offerings for consumers, coupled with a strategic push towards enhanced accessibility. This entails forging partnerships with convenience stores and
diversifying its online retail presence, ensuring that customers all over the nation can conveniently access SodaStream products. This proactive approach showcases SodaStream’s dedication to both innovation and customer convenience, positioning the brand for continued growth in the evolving market landscape.
“Right now, it is our number one priority to help the nation to understand how to best use their appliances.”
curve, retailers and suppliers should use their voices of authority to put out clear, concise, and transparent messaging to their customers, to let them know that there’s support there for them. Consumers understand the importance of analysing energy usage on their appliances and will be making much more considered purchases than in previous years. Therefore, businesses should be prepared to work collaboratively with consumers to help them understand energy usage and find the best solutions for their purchase needs. It could also be that shoppers look more towards high-street retail purchases, feeling more peace of mind and confidence shopping with the support of a sales assistant,” he concludes.
FEATURE
August/September 2023 | 25 January/February 2023
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