Skip To Content

Sodastream Attempts A Re-Brand, Focusing On Coexistence

Back in the intemperate days of 2014, swearing your allegiance to or against DIY sparkling water company Sodastream was an excellent litmus test designed to measure where you stood when it came to the challenges of Israel and Palestinian co-existence.

74 Palestinians were fired when the company closed their West Bank plant due to global pressure, then re-hired when the Israeli government agreed under duress to reinstate their work permits. Mayim Bialik shilled for them, touting the environmental benefits of not wasting plastic when creating your own sparkling water at home. And when actress Scarlett Johansson joined the party (guiltlessly!), there was an international uproar. It was a full “storm in a soda cup.”

But several years later, things are a little more low-key down at the Sodastream factory.

Their beverages are now manufactured with a label that reads “This product is produced by Jews and Arabs working side-by-side in peace and harmony.” The world (by which I mean the basement dwellers of Reddit, where this photo came to light) are skeptical about capitalism promoting ethical coexistence, but it certainly is an interesting business move to counter BDS.

Shira Feder is a writer for the Forward. You can reach her at [email protected]


Republish This Story

Please read before republishing

We’re happy to make this story available to republish for free, unless it originated with JTA, Haaretz or another publication (as indicated on the article) and as long as you follow our guidelines. You must credit the Forward, retain our pixel and preserve our canonical link in Google search.  See our full guidelines for more information, and this guide for detail about canonical URLs.

To republish, copy the HTML by clicking on the yellow button to the right; it includes our tracking pixel, all paragraph styles and hyperlinks, the author byline and credit to the Forward. It does not include images; to avoid copyright violations, you must add them manually, following our guidelines. Please email us at [email protected], subject line “republish,” with any questions or to let us know what stories you’re picking up.

We don't support Internet Explorer

Please use Chrome, Safari, Firefox, or Edge to view this site.