Sodastream in Talks to Sell Itself, Health & Wellness Concept in Focus

Fizzy drink maker Sodastream is looking to sell itself. The Israeli company is reportedly talking to a British investment firm about a buyout. Its shares moved higher on Tuesday on the possibility. Sodastream recently began to focus on carbonated drinks that are good for health, suspecting that might be the secret to getting more attention. CEO Daniel Birnhaum said, "[We'll] reposition our brand behind health & wellness and refine our product line and marketing message to better promote this important consumer benefit. We are confident this strategy will have a positive long-term impact on our U.S. performance." U.S. is indeed where Sodastream needs to focus on. Sales in all major geographic regions grew during summertime, except in the U.S., where sales declined double digits. Its shares lost a third of the value since the beginning of the year despite having Scarlett Johansson as the brand ambassador.