SodaStream International Ltd.
Israeli home carbonation manufacturer acquired by PepsiCo for $3.2 billion. Former settlement factory operator in Ma'ale Adumim, now located near Rahat in the Negev where Palestinian Bedouins face forced displacement. A landmark BDS campaign success.
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Apply pressure where it matters. Use these tools and personalise your message with evidence from this page.
- Contact PepsiCo LeadershipPre-filled letter templates addressing parent company responsibility
- Switch to Ethical AlternativesChoose carbonation systems not manufactured in Israel
- Report New IntelligenceSubmit evidence of retailer partnerships or new developments
- Share This ProfileRaise awareness of SodaStream's ongoing complicity
- Strategic AnalysisIn-depth analysis and engagement strategy
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The ICJ's July 2024 advisory opinion declared Israeli settlements and associated economic activities unlawful. While SodaStream relocated from the West Bank in 2015, its historical profiteering from settlement operations and current location near Bedouin displacement zones maintain legal exposure. Parent company PepsiCo faces ongoing reputational liability.
SodaStream remains one of the most recognised BDS campaign targets globally. The Scarlett Johansson-Oxfam controversy in 2014 demonstrated how brand ambassador partnerships can backfire spectacularly. Consumer awareness of the company's history continues to drive boycott activity across multiple markets.
Stock price collapsed from $64 (October 2013) to $24 (2014) during peak BDS campaign activity. While PepsiCo acquisition provides corporate insulation, brand value remains vulnerable to sustained consumer pressure. Multiple major retailers dropped the product during the campaign.
Worker treatment controversies at both the settlement factory and Negev facility have generated negative publicity. Palestinian Bedouin workers reported 12-hour shifts and discriminatory conditions. Permit restrictions prevented most Palestinian workers from transferring when the factory relocated.
Product Alternatives
Ethical replacements tagged by what matters to you: cost, quality, ethics, sustainability, or local sourcing. Make the switch today.
Home Carbonation Systems
Sparkling water makers from manufacturers not headquartered in Israel
Swedish-designed premium stainless steel carbonation systems. Compatible with SodaStream bottles and CO2 cylinders for easy switching.
Founded in Stockholm by industrial designers. Award-winning Scandinavian design. Uses standard CO2 cylinders. No Israeli connections.
American-made carbonation system that can carbonate any beverage, not just water. More versatile than SodaStream.
Michigan-based I-Drink Products Inc. Second most popular carbonation brand globally. Compatible with multiple CO2 cylinder brands.
Compact carbonation system from Dutch electronics manufacturer with strong sustainability credentials.
Part of Philips' water solutions range. Can be used with third-party CO2 adapters for cost savings.
Sparkling Water Brands
Pre-carbonated bottled sparkling water from ethical sources
Scottish natural mineral water with sparkling options. B Corp certified with strong environmental commitments.
Scotland's leading water brand. Organic certified, carbon neutral operations. Supports sustainable farming.
Italian sparkling mineral water. Nestl Waters brand but sourced entirely from Italy.
Premium positioning. Verify current Nestl ownership status and sustainability practices.
Comparison Legend
Strategic Analysis
In-depth assessment of the company's position, vulnerabilities, and recommended approaches for effective engagement.
High severity, high vulnerability — campaigns with the best chance of making an impact
Learn about our methodology — companies are categorised based on severity (harm potential) vs strategic vulnerability (campaign leverage).
Why do these scores change?
Unlike static boycott lists, our targeting model is dynamic. This company's position on the matrix is re-evaluated continually as we verify new contracts, divestments, or policy changes. Your reporting directly impacts this score.
SodaStream represents one of the BDS movement's most significant campaign successes, demonstrating that sustained grassroots consumer pressure can force even well-resourced companies to alter operations. The company's journey from settlement profiteer to global boycott target provides a template for effective consumer advocacy while highlighting the limitations of corporate relocation as a response to human rights concerns.
Key Leverage Points
- Proven Boycott Vulnerability: Stock price collapse from $64 to $24 (2013-2014) and settlement factory closure demonstrate consumer boycotts can achieve measurable impact. This vulnerability persists under PepsiCo ownership.
- Brand Ambassador Risk: The Scarlett Johansson-Oxfam split generated global media coverage damaging to both SodaStream and the actress. Future celebrity partnerships face similar scrutiny.
- Retailer Pressure Points: Major retailers dropped SodaStream during peak campaign activity. Ongoing pressure on stockists (Canadian Tire, Best Buy, Home Depot, Costco, Walmart) remains viable.
- PepsiCo Parent Liability: The $3.2 billion acquisition makes PepsiCo's broader brand portfolio vulnerable to SodaStream association. Campaign messaging can target Pepsi, Lay's, Gatorade consumers.
- Straightforward Alternatives: Aarke, DrinkMate and other non-Israeli carbonation systems provide direct substitutes, making consumer switching frictionless.
Evidence Summary
SodaStream operated its main manufacturing facility in the Ma'ale Adumim settlement from 1997 until 2015, benefiting from Israeli government tax incentives, cheap real estate on occupied land, and a captive Palestinian workforce subject to permit restrictions. Who Profits documented how the company used misleading 'Made in Israel' labelling to obscure settlement production. Following the BDS campaign launch in 2011, SodaStream experienced dramatic stock price decline, major retailer withdrawals across North America and Europe, and the high-profile departure of brand ambassador Scarlett Johansson from Oxfam. The company relocated to the Negev in 2015, receiving a $20 million government grant, but fired 463 of 500 Palestinian workers who could not obtain permits to transfer. The new facility is located near Rahat, where Palestinian Bedouin communities face forced displacement documented by Human Rights Watch and Israeli civil society organisations.
Engagement Strategy
Pursue a dual-track approach: (1) Continue consumer boycott by maintaining awareness of SodaStream's history and ongoing Israeli operations, promoting direct alternatives like Aarke and DrinkMate to reduce market share; (2) Leverage PepsiCo ownership by connecting SodaStream complicity to PepsiCo's broader brand portfolio, engaging shareholders on human rights due diligence, and supporting campaigns targeting PepsiCo's consumer-facing brands. Frame messaging around the ICJ's July 2024 advisory opinion declaring settlements and occupation unlawful, creating clear legal and moral foundation for corporate disengagement. The SodaStream campaign demonstrates that consumer pressure works - the task now is maintaining momentum and expanding pressure to the parent company level.
Evidence & Sources
Verified sources including NGO reports, regulatory filings, and primary documents. Use these to substantiate your correspondence.
International Court of Justice declares Israeli settlements and associated economic activities unlawful. Mandates end of occupation and reparations, creating legal framework for corporate liability.
Open sourcePepsiCo completes acquisition of SodaStream, maintaining Israeli headquarters. Company commits to keeping operations in Israel for minimum 15 years.
Open sourceFinal 75 Palestinian workers from West Bank factory terminated. Only 37 of 500 Palestinian workers able to obtain permits to work at new Negev facility.
Open sourceDocuments SodaStream's relocation from Mishor Adumim settlement to Negev facility near Rahat. Notes relocation followed intense BDS campaign but company claimed 'purely commercial' reasons.
Open sourceInvestigation reveals new Negev factory located adjacent to Rahat, where Palestinian Bedouins face forced displacement. Community leaders describe factory as 'insult' given government policy of ethnic cleansing.
Open sourceBDS Movement declares 'clear-cut victory' as SodaStream announces settlement factory closure. Notes grassroots campaigning forced company from West Bank despite denial of boycott impact.
Open sourceOxfam accepts resignation of ambassador Scarlett Johansson after she became SodaStream spokesperson. Oxfam stated company operating in settlements 'further the ongoing poverty and denial of rights of Palestinian communities.'
Open sourceDetailed report using SodaStream as case study documenting settlement industrial production benefits including tax incentives, subsidies, and misleading 'Made in Israel' labelling.
Open sourceUpdates & Milestones
- ICJ rules settlements unlawful
International Court of Justice declares Israeli occupation and settlement activities unlawful. Advisory opinion creates framework for corporate liability for settlement profiteering.
- PepsiCo acquisition
PepsiCo acquires SodaStream for $3.2 billion. Company commits to maintaining Israeli headquarters for 15 years. CEO Birnbaum hails deal as 'victory over BDS.'
- Final Palestinian workers terminated
Last 75 Palestinian workers from West Bank factory lose jobs, ending any employment relationship with occupied territory workers.
- Relocation to Negev
New $90 million factory opens in Idan Industrial Zone near Rahat in the Negev, benefiting from $20 million Israeli government grant. Only 37 of 500 Palestinian workers obtain permits to transfer.
- Settlement closure announced
SodaStream announces closure of West Bank factory, citing need for larger facility. BDS Movement declares 'clear-cut victory' despite company denial.
- Stock price collapses
Share price falls to approximately $24, down over 60% from peak. Company acknowledges boycott pressure in annual reports. George Soros' fund divests.
- Scarlett Johansson-Oxfam split
Actress Scarlett Johansson resigns as Oxfam ambassador after becoming SodaStream spokesperson. Oxfam states settlement operations incompatible with humanitarian values.
- Stock price peak
SodaStream shares reach $64 peak before beginning sharp decline as boycott campaign gains momentum and sales decrease.
- BDS campaign launches
Palestinian-led BDS movement formally targets SodaStream for settlement operations. Grassroots campaigns begin across North America and Europe.
- NASDAQ IPO
SodaStream lists on NASDAQ stock exchange. Settlement factory disclosed in regulatory filings as company's main production facility.
- Settlement factory established
SodaStream establishes main manufacturing facility in Mishor Adumim industrial zone in the occupied West Bank settlement of Ma'ale Adumim.