PepsiCo brings Bubly flavor drops to its SodaStream machines

20 Oct 2020

PepsiCo is combining two of its sparkling water brands with the introduction of Bubly Drops for its SodaStream platform. The drops will be available in six flavors – Grapefruitbubly, Blackberrybubly, Limebubly, Strawberrybubly, Mangobubly and Cherrybubly – beginning in January 2021.

With the release of this newest sparkling water option for consumers, PepsiCo is further investing in the sparkling water category as it works to build its portfolio in a manner that does not rely so heavily on its namesake soda and instead takes advantage of growing categories. Sparkling water has quickly become a notable category in the beverage segment. Sales of the bubbly H2O beverages outpaced still water for the last several years, and Euromonitor International anticipates that the category will reach $3.1 billion in sales by 2022.

PepsiCo brings Bubly flavor drops to its SodaStream machines
Image Courtesy of PepsiCo

Unsurprisingly, many beverage giants are looking to tap into the growth withing the sparkling water segment. PepsiCo did so in a big way with its purchase of the SodaStream system for $3.2 billion and the release of its Bubly line two years ago. However, the legacy beverage corporation has some stiff competition from other powerhouse competitors. Coca-Cola released its Aha brand this year and Nestlé has longtime favorites like Perrier and Acqua Panna. There is also LaCroix, who remains the industry leader in the U.S. for flavored sparkling water.

PepsiCo is taking a slightly different approach through this partnership between its two brands to both personalize the sparkling water experience for the individual as well as bring it into the home. With many people still limiting the amount that they leave their homes, the creation of out-of-the-house dining and product experiences in the home has risen in popularity. This SodaStream-Bubly combo is tapping directly into that trend and is also aligning itself with sustainability.

Sustainability has remained of primary concern for consumers and has even gained importance as the pandemic hit the world. A Kearney report revealed that this April, 12% more consumers say they considered the sustainability of a product when making a purchase as compared with the same time last year.

Furthermore, by eschewing the individually packaged option in favor of at-home, by-the-liter Bubly-flavored sparkling water, consumers are more than likely going to be saving money – a consideration for many as the economy has suffered in the last year due to the pandemic.

This flavor additive duo is in addition to the flavors already available on PepsiCo’s SodaStream system. Current offerings include options to make sodas, fruit juice, kombucha and lemonade.

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