SodaStream: Guilt-Free Seltzer or Blood Bubbles?


This wasn’t the first objection I'd encountered to SodaStream, which turns a bottle of tap water into sparkling with three pumps of a recyclable carbon dioxide cartridge. SodaStream is an Israeli company with a manufacturing plant in occupied territory in the West Bank, a fact that enrages a politically informed, far-left segment of the liberal-yuppie demographic the product is marketed to. By bringing environmental foodie-ism into conflict with humanitarianism, SodaStream has turned the most inoffensive of soft drinks — Sustainable! Sugar-free! — into a political liability for civilians and celebrities alike as they attempt to buy and endorse the correct products. Take Scarlett Johansson, who was named SodaStream’s “global brand ambassador” this week, in anticipation of a Super Bowl commercial starring the liberal actor and environmentalist

Publish Date: 

January 20, 2014

Journalist Name: 

Kat Stoeffel

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