The SodaStream (NASDAQ:SODA) might want to reconsider about their potential competitors as it was unaware of any prominent competitive challenge from the Keurig (NASDAQ:GMCR) Green Mountain. The multinational giant Keurig (NASDAQ:GMCR) Green Mountain also made an announcement on last Thursday that it will soon aquire the Bevyz malta based company’s home parent company. Bevyz according to the analysts probably still isn’t discovered yet by the potential customers.
The Bevyz has less than 1200 followers on its Facebook page. The company currently employs only 50 employees and hasn’t even put a single product in the market yet however according to the management’s announcements a product will be launched soon. However it should be taken as Bevyz, a hot and cold juice and beverage producing multi drink machine, is advertised but is not available for buying. The product has been demoed and will be available in the market shortly with the help of company’s newly aligned partners: Pepsico and Cuisinart.
The multibillionaire Pepsico first made a deal with the SodaStream (NASDAQ:SODA) and then moved to support Bevyz however its competitor CocaCola took advantage and moved in to support the Keurig (NASDAQ:GMCR) Cold. This now poses a serious dilemma to Pepsico international, whether it should still support and back an organization that is now partially owned by one of its greatest rivals? Or should it throw more funds behind the SodaStream (NASDAQ:SODA)?
Or should it move away from the entire Soda market? This all is leading to a new Cola war. The Bevyz currently doesn’t have much equity. Kuerig on the other hand pays 85% stake and $220million to the investors. So the question that arises is that whether the Pepsico will proceed with Belvyz or not? Keurig (NASDAQ:GMCR) Cold is working on hard on the products appearance to make them more appealing to the customers. They have inducted portion cups like K cup for longer carbonation duration.
The company doesn’t focus on the fizz or the flavor which the SodaStream (NASDAQ:SODA) has championed but rather on the consistency in their value delivery system. Its an important opportunity for the Keurig (NASDAQ:GMCR) Cold to make its mark in the market and become a pop star. The Keurig (NASDAQ:GMCR) Cold doesn’t like taking dictations from the customers as the SodaStar does regarding the syrup doses and Carbonation levels.
Because of the decline in the Soda industry the SodaStream (NASDAQ:SODA) currently suffers a double digit decline in its sales however things are expected to get better after its expanding relation with the Pepsico. However the main parties of the Cola war are Pepsico and CocaCola, both SodaStream (NASDAQ:SODA) and Keurig (NASDAQ:GMCR) Cold are moving according to the moves set by these leading giants.
The SodaStream (NASDAQ:SODA) might secretly be happy about the Keurig (NASDAQ:GMCR)’s acquisition of Bevyz as it might buy it some time to redesign and launch new market strategies. This will also help SodaStream (NASDAQ:SODA) to focus all its energies on a single competitor which is its single greatest challenger, The Keurig (NASDAQ:GMCR) Green Mountain.