The company, which launched a multi-channel TV ad campaign this week, has been pushing the message that carbonated soft drinks made at home from tap water have less impact on the environment than manufactured soft drinks. "Sodastream is bang on trend," said MD Fiona Hope. "People are environmentally concerned and want to know what they can do practically."
But she admitted the company has had to work hard to reinvent the brand. "Everyone thinks they know what Sodastream is," she said.
Today's Sodastream machines were far more sophisticated than in the brand's 1970s heyday and flavours now included energy drinks and clear adult flavours with no artificial ingredients, she added.