SodaStream to Preview a New Soda Maker, SodaStream Play, at London Design Festival, September 19-22, 2013

SodaStream and Yves Behar join forces to create the world's first color-customizable soda maker

Sep 12, 2013, 11:25 ET from SodaStream International Ltd.

AIRPORT CITY, Israel, Sept. 12, 2013 /PRNewswire/ -- SodaStream International Ltd. (NASDAQ: SODA), a leading manufacturer of home beverage carbonation systems, today announced that SodaStream Play, designed by Yves Behar, the world-renowned designer and social entrepreneur will make its debut at designjunction during the upcoming London Design Festival from September 19-22.

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Adopting the concept of "play it your way," the new SodaStream Play will be available in six fresh, strong colors and is the first soda maker in the world that can be color-customized to fit the preferred design choice or kitchen interior of the consumer.

Behar's design re-examines the interface, shape and material selection of the SodaStream system, redefining the way it is used. The simple shape of the Play soda maker expresses the efficiency of the system while making a strong design statement in the kitchen. As an innovative new feature, the refined mechanics of the machine allow the high-gloss slider column to automatically return to the original position after being pressed, simplifying the process of carbonation. The matte texture and contrasting color of the column and base add a light-hearted, playful feel, and the carbonating bottle easily locks into place with a single-push motion. The Play will work with either the 60L or 130L CO2 cylinder, providing even greater user flexibility.

Yves Behar explains, "SodaStream has always been about 'fresh, just in time' soda and sparkling water.  I wanted this new, affordable design to reflect the contemporary idea of creating things yourself.  Play is minimal by design and simple to use, while the six bright colors are interchangeable and create personalization for the consumer."

"After a very successful collaboration with Yves on the award-winning Source soda maker, we have decided to partner once again to create Play," stated Daniel Birnbaum, CEO of SodaStream.  "This new soda maker maintains the design language of the Source family, yet has a clear identity, with a price point that will appeal to a larger segment of the market.  Customization is a key part of our product portfolio ethos; the ability to mix-and-match the heads and columns of the Play with different colors reflects the empowering choice we provide consumers to decide how fizzy and how much flavor they desire.  We understand that people want a product that is fun yet can fit within the aesthetic of their living space. Play allows you to do just this."

SodaStream Play will be available in stores in Spring 2014.

As part of the installation at designjunction during London Design Festival, SodaStream is also proud to launch a new carbonating bottle designed by Yves Behar.  

The new bottle was created to accompany SodaStream Play and Behar's already iconic SodaStream Source home soda maker, which was launched in 2012.

The fresh design, inspired by the single water drop motif, is available in three colors for the base and cap: black, chrome and white. The drop motif also features in the surface pattern of the Source and Play machines, creating a sense of fluidity and modernity. Combining a sculptured design with functionality, the clean, monolithic shape of the reusable bottle expresses the special emphasis on sustainability while retaining the minimalistic approach of the Source collection. The new bottle will come in a one-liter as well as a half-liter "to-go" version, for consumers to enjoy both in and out of the home.

Mr. Birnbaum notes, "When designing the SodaStream carbonating bottle, we challenged ourselves to create a completely new, BPA-free plastic bottle that actually looks beautiful on both the kitchen counter and dining room table, and maintains the integrity of our sustainability message.  The result is an iconic, elegant accessory that is reusable thousands of times to help reduce the waste caused by conventional soda bottles and cans."

Company Contact: Yonah Lloyd Chief Corporate Development and Communications Officer SodaStream International Ltd. Phone: +972-3-976-2462

About SodaStream SodaStream International is the world's leading manufacturer and distributor of home beverage carbonation systems, which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water. Soda makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water.  Our products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use.  In addition, our products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles. SodaStream products are available at more than 60,000 retail stores in 45 countries around the world, including over 15,000 retail stores in the United States.  For more information please visit

To download SodaStream's investor relations app, which offers access to SEC documents, press releases, videos, audiocasts and more, please visit for your iPhone/iPad, or for your Android mobile device.

About Yves Behar Yves Behar is a designer, entrepreneur and sustainability advocate. He is the founder of fuseproject, the San Francisco and New York based design and branding firm he established in 1999. He is also Chief Creative Officer at Jawbone where his products, brand and communications guidance has built the company into a leader in wearable and audio consumer electronics. He is also co-founder of August and creative co-founder of OUYA. His collaborations with renowned partners such as Herman Miller, GE, Puma, Nivea, Canal+, MINI, Samsung, Issey Miyake, Prada and many others have received international acclaim.

Yves Behar believes that design should be a force for positive social and environmental change. He is well known for his humanitarian work on projects such as One Laptop Per Child and See Better to Learn Better. For each of these he was honored with the INDEX award, making him the only designer to have received the award twice.  

Behar's works are included in the permanent collections of museums worldwide, including the Museum of Modern Art, San Francisco Museum of Modern Art, Centre Pompidou and the Art Institute of Chicago. Behar is a frequent speaker on design, sustainability and business topics; he has given talks at TED, the World Economic Forum in Davos, and the Clinton Global Initiative.  Behar is currently the artist trustee of the Board of Directors of the San Francisco Museum of Modern Art, has garnered over 200 awards, and was named a Top 25 Visionary by TIME Magazine.

About London Design Festival The London Design Festival is an annual event, held to celebrate and promote London as the design capital of the world, and as the gateway to the International creative community. Over ten days in September, the London Design Festival features hundreds of events which take place across London, showcasing the city's pivotal role in global design.

The Festival is both a cultural and a commercial event. The program ranges from major international exhibitions to trade events, installations to talks and seminars, from product launches to receptions, private views and parties. The majority of events are free of charge - enabling visitors to participate, listen, learn, commission and make purchases.

Festival audiences are significant, with an estimated direct audience of over 350,000 people, from over 60 countries with a wider audience of over 1mm people coming into contact with the major public commissions in 2012.

About designjunction The critically acclaimed designjunction presents the third edition of its flagship London show this September during the London Design Festival. designjunction, which last year attracted more than 17,000 visitors, will showcase the very best in furniture, lighting and product design from around the world, presenting an edited selection of leading global brands and emerging enterprises. designjunction showcases design against a stunning industrial backdrop, striking a balance between creative and commercial, while offering a much-needed alternative to the traditional trade show.

This year, designjunction returns to the centrally-located 1960s Postal Sorting Office, where a powerful line-up of renowned international brands, smaller cutting-edge labels, pop-up shops, large-scale installations, eateries, flash factories, seminars and screenings will be presented across three floors of the impressive 120,000 sq ft venue.

designjunction will feature more than 150 brands – making it central London's leading destination for contemporary design and the most important global meeting point of the Festival. Since its inception 2011, designjunction has achieved global success, transporting satellite editions of the show to other destinations including Milan and more recently New York.

Forward Looking Statement This release contains forward-looking statements, which express the current beliefs and expectations of management. Such statements are based on management's current beliefs and expectations and involve a number of known and unknown risks and uncertainties that could cause our future results, performance or achievements to differ significantly from the results, performance or achievements expressed or implied by such forward-looking statements. Important factors that could cause or contribute to such differences include risks relating to: our ability to expand into our target markets, including the United States; our ability to continue to develop or maintain our presence in retail networks; our ability to develop and implement production and operating infrastructure to effectively support our growth; the success of our marketing campaigns and media spending in terms of increased sales or increased product and brand name awareness; our ability to maintain our customer base in markets where we have an established presence; the risks associated with our reliance on exclusive arrangements for the distribution of our home beverage carbonation systems and consumables in each of the markets in which we use third-party distributors; our ability to compete effectively with other companies which currently offer, or may offer in the future, competing products; potential product liability claims if any component of our home beverage carbonation systems is misused; our ability to protect our intellectual property rights; our being found to have a dominant position in certain markets which may place limits on our ability operate; risks associated with our being subject to fluctuations in currency exchange rates; our potential exposure to greater than anticipated tax liabilities; our products being subject to extensive governmental regulation in the markets in which we operate; adverse conditions in the global economy which could negatively impact our customers' demand for our products; and other factors detailed in documents we file from time to time with the United States Securities and Exchange Commission.  Forward-looking statements in this release are made pursuant to the safe harbor provisions contained in the Private Securities Litigation Reform Act of 1995.


SOURCE SodaStream International Ltd.