Opinion PepsiCo-SodaStream Deal: How Can a Company Making Bubbles Be Worth $3.2 Billion?

The Israeli company SodaStream isn’t just about turning carbon dioxide and syrup into soda: it’s about acting on consumer zeitgeist and tech trends

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Four years ago, the situation looked quite grim for SodaStream. Even Scarlett Johansson's high-profile pitch during the 2014 Superbowl for the company’s home carbonated-drinks devices couldn’t seem to reverse...