20 December 2010
SodaStream, which manufactures and sells devices to carbonate and flavor drinks at home, traces its origins back to 1903, with the invention of its precursor, an “apparatus for aerating liquids”. U.K. readers may remember the company from a more recent incarnation, when the advertising jingle “Get busy with the fizzy” stormed England in the 1980’s. After a number of changes in control, the company came to be owned by an Israeli group, and moved its primary manufacturing facilities to Israel. The recent dramatic boost for the company came with the 2006 investment by Fortissimo Capital, a private equity fund, which installed professional management, re-positioned the company as a “green” alternative in the beverage industry, and began to introduce SodaStream products in a growing number of countries throughout the world (up to 39 countries from only 15 prior to Fortissimo’s investment).