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Kraft Foods and SodaStream Enter Strategic Co-Branding Deal

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Date: 
5 January, 2012
Subtitle: 
Crystal Light™ and Country Time™ to be first Kraft Foods brands licensed to SodaStream
Abstract: 

NORTHFIELD, Ill and AIRPORT CITY, Israel - Kraft Foods, Inc. (NYSE: KFT) and SodaStream International, Ltd. (NASDAQ: SODA) today announced a strategic partnership for the manufacturing, marketing, distribution and sale of Kraft Foods branded flavors for use with the SodaStream soda making system.  This will be the first time that Kraft Foods flavors will be available specifically for use in a carbonated beverage.

NORTHFIELD, Ill and AIRPORT CITY, Israel - Kraft Foods, Inc. (NYSE: KFT) and SodaStream International, Ltd. (NASDAQ: SODA) today announced a strategic partnership for the manufacturing, marketing, distribution and sale of Kraft Foods branded flavors for use with the SodaStream soda making system.  This will be the first time that Kraft Foods flavors will be available specifically for use in a carbonated beverage.  The initial Kraft Foods brands to participate will be several varieties of Crystal Light, a leading women’s diet beverage, and Country Time, the number-one lemonade brand.  One of the new carbonated choices will include an “All-Natural” lemonade.  The terms of the deal were not disclosed.

“The carbonated market is an exciting segment for us,” stated Doug Weekes, Vice President, Beverages, Kraft Foods.  “We’re delighted to be working with SodaStream to help bring these terrific brands to consumers who prefer their beverages carbonated.  It’s a perfect marriage of our iconic brands and SodaStream’s breakthrough technology.” 
   
“We are excited to welcome these delicious Kraft drink mixes into our SodaStream portfolio,” stated Daniel Birnbaum, CEO of SodaStream.  “Adding our sparkle to these popular flavors should attract a new audience to both Kraft and SodaStream, and increase awareness of the soda making category.”

The Companies plan to have the products available at retail during the second quarter of 2012.

About Kraft Foods
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion. Twelve of the company's iconic brands - Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident - generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction will take at least 12 months to complete, during which time plans regarding the structure, management, governance and other matters will be announced. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

About SodaStream
SodaStream manufactures beverage carbonation systems, which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water. Soda makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water. Our products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use. In addition, our products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles. Our products are available at more than 50,000 retail stores in 42 countries around the world.  For more information on SodaStream, please visit the Company's website: www.sodastream.com.