SodaStream Unveils 'The Cage' Eco-Exhibit With Academy Award-Winning Actress & Environmentalist Susan Sarandon

Mar 07, 2011, 09:00 ET from SodaStream International, Ltd.

AIRPORT CITY, Israel and CHICAGO, March 7, 2011 /PRNewswire/ -- SodaStream (Nasdaq: SODA) has unveiled a provocative, startling and enlightening eco-exhibit at the International Housewares Show. Representing the number of containers an average Chicago family would consume and discard over a five year period, "The Cage" contains over 10,000 empty bottles and cans in a 6x6x12-foot cage.

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Academy Award-winning actress and environmentalist Susan Sarandon was on hand to open the exhibit.

"I'm here today to shed light on a problem most of us don't usually think about – the devastating impact of our national bottle habit, especially as it relates to our soda consumption," said Ms. Sarandon. "The recycling rate in America is less than 25 percent. Troubling news to say the least," she continued, "Particularly considering that this means that 141 billion beverage cans and bottles go to landfill each year."

SodaStream's innovative home carbonation system offers soda-loving consumers an opportunity to free themselves from bottles and cans. Using a sleek, compact home soda maker, anyone can transform plain water into fresh, fizzy soda in seconds, without the lugging, the storing – and the disposal – of plastic bottles and aluminum cans.

"Everyone talks about the three R's of conscientious consumption: reduce, reuse and recycle," noted Daniel Birnbaum, CEO of SodaStream International. "SodaStream is at the pinnacle of this hierarchy, significantly reducing the number of trashed bottles and cans.  It's a complete paradigm shift – a revolution, really – away from the old models of soda consumption. And not only are we reducing the number of containers in the waste stream, we're also slashing the natural resources used to manufacture and distribute all of those bottles and cans."

The SodaStream system uses BPA-free high-strength carbonating bottles, which are reusable for up to three years. Sodamix flavors (the company offers over 100 varieties globally) are concentrated so that each pint-sized bottle will make the equivalent of up to 33 cans of soda. The carbonators that power the soda maker are also reusable; when empty, they are returned to SodaStream to be cleaned, inspected, refilled and sent back into the marketplace.

About SodaStream International

SodaStream manufactures 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. Our products are available at more than 40,000 retail stores in 41 countries around the world.  For more information on SodaStream, please visit the Company's website:

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.

SodaStream Contact:

Yonah Lloyd

Executive Director

Corporate Development and Communication

Phone: +972-3-976-2462


Erin O'Connor


W: (847) 415-9320

C: (630) 962-7535

SOURCE SodaStream International, Ltd.