For making DIY carbonation sexy. The Israeli-based company may be the world’s largest producer of home carbonation: Its seltzer- and soda-makers are carried by 60,000 retailers in 45 countries, and it sold 3.5 billion cans of its flavorings in the past year. But it’s only in about 1% of U.S. homes--paltry compared to other countries. (In Sweden, it’s in 25%). To make it in the United States, it is appealing to Americans’ love of familiar brands by partnering with companies like Kraft so it can create flavors with Crystal Light, among others.
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