SodaStream International has entered into an unfortunate strategic alliance with Bethenny Frankel’s Skinnygirl brand.
I was dismayed to read that SodaStream International, leading maker of beverage carbonation systems for homes, has entered into a strategic alliance with Housewives of New York and beverage mogul Bethenny Frankel and her Skinnygirl brand.
The companies will develop new flavors targeted to women that will be positioned as low in calorie and ‘naturally sweetened.’ These flavors offered under the Skinnygirl brand, will be made in SodaStream carbonation systems. This is not the first strategic partnership, such as the Skinnygirl and TGIF’s partnership, but the SodaStream partnership yet again treads on healthwash.
SodaStream’s soda making systems are marketed as a ‘healthier way to enjoy carbonated beverages.’ That is true when talking about carbonated water, but less so when talking about Skinnygirl additives, which will undoubtedly be just like all Skinnygirl beverages: Filled with preservatives and artificial additives.
While I am a fan of SodaStream’s ability to provide an alternative to single-use bottled beverages, I can’t help but feel this is an unfortunate turn for SodaStream. SodaStream already sells no-calories additives as diet sodas, and co-branded products from Crystal Light and Cooking Light. While these products are touted by SoadStream as “sweetened with Splenda® brand sweetener, not aspartame,” none of these others are being marketed as ‘natural’ additives. I’m guessing that the advertising of the Skinnygirl SodaStream additives will carefully and deliberately mislead consumers by using phrases such as ‘natural flavors’ omit any mention of the artificial preservatives and colors. Just more healthwash from Skinnygirl, but I’m sorry to see SodaStream go down the same road.