Coca-Cola is looking to tap into a new market, with plans to let people make its sodas and other drinks at home. The world’s biggest beverage maker said Wednesday that it’s buying a 10 percent stake in Green Mountain Coffee Roasters Inc. for $1.25 billion as part of an agreement to bring its familiar brands into the fast-growing at-home market. Green Mountain is known for its single-serve coffee makers, but is developing a machine for cold drinks as well.
The deal comes as SodaStream makes an aggressive push to make its at-home carbonation machines a fixture in U.S. kitchens. The Israeli company has touted its machines as a cheaper, more environmentally friendly alternative to buying Coke and Pepsi drinks. It advertised in the past two Super Bowls, with its latest ad starring actress Scarlett Johansson. Although it’s in just 1 percent of U.S. homes so far, SodaStream has noted that it’s in as many as 25 percent of homes in Sweden.
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