Kraft Foods, SodaStream Expand Co-Branded Flavors With Kool-Aid
Kraft Foods Inc. and SodaStream International Ltd. have announced the expansion of their strategic partnership for the manufacturing, marketing, distribution and sale of Kraft Foods beverage brands for use with the SodaStream soda making system. The initial Kool-Aid flavor choices will be Cherry, Grape and Tropical Punch. These complement the existing co-branded portfolio, which includes several varieties of Crystal Light, the leading powdered drink mix, and Country Time, the No. 1 U.S. lemonade brand. The terms of the deal were not disclosed.
“The Kool-Aid brand will be a great addition to the current lineup we’ve developed with SodaStream,” said Doug Weekes, VP of beverages for Kraft Foods. “We’re pleased with the early success of Crystal Light and Country Time and believe that adding Kool-Aid will attract even more people to enjoy our flavors with personally-made carbonation.”
“I grew up drinking Kool-Aid and am excited to welcome such a popular drink to the SodaStream family,” added Daniel Birnbaum, CEO of SodaStream. “It truly delights me to have the opportunity to expand our partnership with Kraft Foods by delivering a sparkling version of this iconic brand to millions of Americans.”
The companies plan to have the products available at retail during the fourth quarter of 2012.