Ocean Spray Goes for the Fizz

Ocean Spray Cranberries Inc. has formed a strategic agreement with SodaStream International Ltd. to license a portfolio of juice blend concentrates co-developed exclusively for the SodaStream home beverage carbonation system. Terms of the agreement weren’t disclosed.

Having learned through research that more than 30 percent of Ocean Spray Cranberry juice drinkers mix their juice with sparkling water at home, the Lakeville-Middleboro, Mass.-based company hopes to build on an ingrained consumer behavior. Among the initial flavors to be offered are regular and diet versions of Cranberry, Cranberry-Grape and Cranberry-Raspberry. The products are expected to roll out in the United States and Canada during the second half of 2013.

“We view this partnership as a new, incremental growth opportunity for our grower-owners, which offers an innovative and fun solution for consumers looking for healthful products,” said Ocean Spray COO Kenneth Romanzi.

“Ocean Spray is the international leader in cranberry, and this partnership opens up a delicious range of new, better-for-you carbonated cranberry-blend flavors,” added Daniel Birnbaum, CEO of Airport City, Israel-based SodaStream. “We believe this relationship further demonstrates the appeal of SodaStream as a smart, empowering choice for consumers looking to enjoy carbonated beverages of their favorite flavors at home, made fresh and exactly as they want it each time.”