Dive Brief:
- SodaStream has signed a deal with Welch's to add new flavors for its at-home, carbonated beverage machine.
- The new line of sparkling drink concentrates will be developed exclusively for the machine, but no details have been released on particular flavors.
- The flavors should launch during the second half of 2014.
Dive Insight:
The deal is a bit of welcome news following some serious setbacks — notably the loss of roughly a quarter of its market value after the company reported disappointing earnings. SodaStream had hoped to win some positive publicity with a Super Bowl ad starring Scarlett Johansson. But Fox has banned the ad because it makes mention of rivals Coke and Pepsi.