SodaStream claims that new gadgetry and new flavours helped boost its sales by 30% in 2001 and now it is hoping to build on that growth with a campaign specifically targeting children. A new TV ad breaks this month showing kids having fun with the whole paraphernalia of making fizzy drinks, and then following it up with a series of roadshows specifically aimed at children, plus on-pack and instore promotions, all of which it hopes will help accelerate its expansion plans. Marketing manager James Beech says that the main opportunity for SodaStream is with kids, specifically those aged five to 12. "The product is not intended to rival big brand soft drinks. It is about creating a fun and exciting opportunity for parents and kids to interact." {{FOCUS SPECIALS }}