ZEENAT MOORAD: Bring out the bubbly
PepsiCo, the global consumer brand company that makes Doritos, has bought SodaStream for $3.2bn
If you were a 1970s or 1980s kid, having a SodaStream at home gave you instant street cred. Making your own cooldrinks in your kitchen. From tap water and flavoured syrup. That was the epitome of cool. Later, when Coca-Cola and Pepsi became dominant, persuading drinkers that they could make better versions of these readily available (and cheaper) alternatives became a tough sell for SodaStream. The product was relegated to niche status. Like instant mashed potato, margarine and condensed milk in a tube. This week PepsiCo, the global consumer brand company that makes Doritos, bought SodaStream for $3.2bn. Very simply, beverage and food companies are broadening their offerings beyond salty potato chips and cooldrinks by introducing healthier alternatives. PepsiCo has added hummus, oats and water to its stable. Rival Coca-Cola now sells milk, coconut water and tea. More recently, it bought a stake in sports-drink Bodyarmor, whose backers include former basketball star Kobe Bryant. Thes...
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