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23_SodaStream

For making DIY carbonation sexy.

Israeli-based SodaStream 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 elsewhere. (In Sweden, it's in 25%.) To make it in the U.S., it must now "introduce something that changes everyone's kitchen like no other appliance," says product and innovation head Yaron Kopel. To that end:

AMERICANS LIKE FAMILIAR BRANDS, SO . . .
SodaStream offers new partnerships such as the one with Kraft, which allow users to create flavors from Country Time and Crystal Light at home.

AMERICANS LIKE SINGLE SERVINGS, SO . . .
SodaStream offers Sodacaps, its version of K-Cups—disposable capsules with perfectly measured, single-serving flavor portions.

AMERICANS LIKE TO SHOW OFF WHAT THEY'VE BOUGHT, SO . . .
SodaStream offers a new clean and modern line called Source, designed by Fuseproject founder Yves Behar.

AMERICANS LIKE PRODUCTS THAT REINFORCE THEIR TASTES, SO . . .
SodaStream offers stripped- down and high-tech models, so that the brand looks right in a diverse range of retailers, from Walmart to Williams-Sonoma.

[Photo by Greg Broom]