SodaStream made enough noise that Coca-Cola has now reacted. The canned soda giant took 10% stake in Keurig. Why? Keurig will bring a home soda machine to the market in collaboration with Coca-Cola.
SodaStream has got now the attention of Coca-Cola. The home soda maker made enough noise on the market that Coca-Cola is now competing with them with their own system to make soda at home. SodaStream had two years in a row advertised during the Super Bowl and has hired now Scarlett Johansson as brand ambassador. Coca-Cola is not longer watching. The company announced a strategic investment into Keurig maker Green Mountain Coffee Roasters. Sounds odd at first, by Keurig knows how to make machines to make drinks and soups. The upcoming new Keurig machine to make Soda drinks is called Keurig Cold.
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Coca-Cola paid $1.25 billion for 10% of the company. The companies have signed a 10-year agreement to collaborate on the development and introduction of The Coca-Cola Company's global brand portfolio for use in the forthcoming Keurig Cold at-home beverage system. Under the global strategic agreement, GMCR and The Coca-Cola Company will cooperate to bring the Keurig Cold™ beverage system to consumers around the world.
Green Mountain Coffee Roasters's Keurig Cold single-serve beverage system is currently under development with expected availability in the company's fiscal year 2015. Keurig Coldwill use precisely formulated single-serve pods to dispense freshly-made cold beverages including carbonated drinks, enhanced waters, juice drinks, sports drinks and teas in consumers' homes with the one-touch simplicity, quality and variety that North American consumers love about the Keurig brand hot system platform. The cold system is expected to be a similarly open-architecture platform like the Keurig hot system.
Watch the latest Keurig commercial below.
Image via Shoffee.