SodaStream CEO Declares Sale to PepsiCo as Victory over BDS

$3.2 billion buy out major blow to BDS

SodaStream CEO Daniel Birnbaum, declared following the sale of the company to US food and beverage giant PepsiCo Inc. for $3.2 billion, that the deal represents a victory over the Boycott, Divestment and Sanctions movement. SodaStream has frequently been targeted by the BDS movement, first for its factory location in Judea and Samaria, and then for its location near the town Rahat outside of the Israeli city Beer Sheva.

“I think they have learned not to meddle with us. Look at what happened to SodaStream that they targeted, and what has happened to them,” Birnbaum said.

SodaStream, founded in 1991, makes and sells seltzer machines for home use. The foot-and-a-half-tall machines turn still water into seltzer in 30 seconds. The company also markets dozens of mix-in flavors, such as cola, ginger ale, lemon-lime and fruit punch. Its 3,500 employees produce about 500,000 devices per month, which are sold in 46 countries around the world.

On Monday, Birnbaum and PepsiCo CEO Ramon Laguarta hailed the $3.2 billion deal, with Birnbaum stating PepsiCo will continue operations in Israel in place for at least 15 yearst.

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