Will Starbucks challenge SodaStream head-on?

The trademark filed by Starbucks (SBUX) on the Fizzio brand name continues to create a buzz amongst beverage industry analysts.

Though at-home Fizzio products could still be several years off, the ability of Starbucks to test and refine its potential approach to carbonated beverages gives it an advantage.

The uncertainty over how much Starbucks will invest in selling its own beverage machines creates a bit of uncertainty for SodaStream (SODA).

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Comments (2)
  • Hubert MATHET
    , contributor
    Comments (11) | Send Message
    Starbucks is most welcome in this segment of the at home soda. Its advertising firing power will greatly help consumers be even more aware of this new type of consumption, hence helping indirectly SODA's penetration. By the time they hit the market with their Fizzio machine, SODA penetration will be such that the barriers to entry at play (CO2 exchange) will be tough to go round. I wish them all the best.
    Why don't they swallow SODA now. They have an excellent value for money product, WW access to market, CO2 exchange know how. That makes a lot of assets worth launching a take over bid.
    14 Oct 2013, 09:51 AM Reply Like
  • User 8083151
    , contributor
    Comment (1) | Send Message
    Besides, Starbucks may only use this "Fizzio" trademark commercially.
    14 Oct 2013, 11:40 AM Reply Like
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