It doesn't hurt SODA, but I don't see any big winner in this arrangement. Anyone with a Soda Machine, already could make fizzy Crystal Lite. SODA has claimed that it's higher margins come from the consumables. How does using someone else's product gain SODA anything? I doubt SODA's distribution channels provide much to a giant like Kraft Foods. What is the point of this "partnership"?
If Sodastream this were a well developed market, you might be right. At this point in time, ther is such little market penetration that anything that grows the segment is a HUGE benefit. They m,ight get a smaller profit on co-brands but the total pie might grow by 500%---or maybe even 2000%.
Wrong. How does this not benefit SODA? It shows they are good enough to merge with brands, while showing they have the management to do it. This is similar to Dunkin, Starbucks, and others taking in the K-Cup.