Israeli beverage maker takes on soda super-giants

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Associated Press

Posted on December 7, 2012 at 8:01 AM

JERUSALEM (AP) — An Israeli maker of home soda machines hopes to make a splash in the U.S. soft drink market through a global advertising campaign it will launch during Super Bowl XLVII.

For SodaStream, the advertising push marks a bold — and risky — bet on tapping into the tastes of the world's largest soft drink market. But opposition from major beverage makers, and potential criticism of the company's operations in the Israeli-occupied West Bank, could hinder SodaStream's goal of making it big in the U.S.

The company is trying to position as a cheaper and environmentally friendly alternative to bottled soft drinks.

SodaStream says its machines offer a simple and compact, do-it-yourself solution for those who want to carbonate their own drinks.

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