EXCLUSIVE: SodaStream to expand convenience partnerships

More independent con­venience stores are to be offered the opportunity to partner with Soda- Stream as refill and returns points, following successful trials with Nisa and Spar stores.

Under the scheme, while the company sells machines into homes, partnered stores sell the CO2 cylinders and mixers used to make flavoured carbonated drinks, in­cluding Pepsi, Pepsi Max and 7up, at home.

The stores also act as return points for the cannisters and return a deposit to the customers for each canister received.

Canisters for first-time customers are £22.99. However, replacement canisters cost £12.99 when the customer returns their previous bottles. Participating stores make 15% margin on each replacement canister and £5.99 mixer sold. They also make a commission for handling returned canisters.

The only other official store partners of SodaStream in the UK are Sainsbury’s and Argos, health stores, hardware stores and John Lewis, meaning partners often have a large catchment area and benefit from strong return footfall.

Ian Lewis, of Spar Minster Lovell in Oxon, became the latest inde­pendent retailer to of­ficially stock the products in March, following their introduction into Nisa two years ago.

He told Better Retailing he was ap­proached directly by the company and is supplied directly by them.

It was confirmed to RN that the introduc­tion into Spar is part of SodaStream’s wider plans to expand into more small shops, regardless of sym­bol group.

Each CO2 canister lasts the equivalent of 60l of soft drinks. Each 440ml drink mix makes about 9l of soft drink.

Lewis explained: “Since we started stocking SodaStream products, we’ve sold more than 20 bottles.

“Demand has started picking up in the summer because of the cost-of-living crisis. People see more value in having soft drinks which they can refill and get more out of, instead of purchasing a single can with limited usage. Argos and Sainsbury’s are the only other businesses in the area that stock SodaStream, so it helps us stand out.

A SodaStream spokes­person said participat­ing stores will be given branded display units, shelf strips, shelf barkers, window stickers, images to use online and in-store product demonstrations.

They said: “SodaStream has expanded its presence within Nisa stores and introduced accounts with Spar. We want to make it as easy as possible for people to enjoy sparkling water, so we will continue to prioritise expansion in this channel, as we know a lot of our target consum­ers live outside of city locations, so convenience plays a huge role.”