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So what: The partnership will initially begin by offering Crystal Light and Country Time as carbonated beverages, and more could be added later. The companies plan to launch the products at retail locations in the second quarter of this year.
Now what: This could be a major strategic move that makes SodaStream more mainstream to skeptical buyers. Many of SodaStream's flavors are similar to other brands', but when they actually come from those brands, consumers will know exactly what they're getting. This one deal is exciting in itself, but it could also open up new possibilities for partnerships in the future.
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