Appearing in the 13 November edition of The Wall Street Journal, Birnbaum faulted the biggest players in the global carbonated drinks market, Coca-Cola and Pepsi, for running a 21st century enterprise on the unwieldy legs of an “antiquated business model”.
“They are generating 35 million bottles and cans every single day in the UK alone,” he said. “Worldwide, it’s one billion bottles and cans, most of which just go to trash, landfill, the oceans or parks. It’s insane.”
Birnbaum said SodaStream products are available in 44 countries, up from 13 since he joined the company in 2007. The former CEO of sports giant Nike expects the company to achieve revenue of $400m this fiscal year.
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