Real to the motto “Fantastic for me, good for the environment”, SodaStream has been actively associated in environmental protection for a long time and employs broad-ranging strategies to attract consideration and elevate consciousness on the problem of solitary-use plastic squander.
We spoke to Julian Hessel, Advertising and marketing Director of SodaStream Germany and Austria, about sustainability in beverage intake, the benefits of sparkling h2o producers and the goals that SodaStream wants to achieve in terms of shorter and extended-time period sustainability.
Mr. Hessel, 1st a couple of text about you: how extended have you been with SodaStream? How was your prior job so considerably?
Julian Hessel: Let us commence from the starting: I’m a experienced media designer and a point out-accredited communications manager. Immediately after my scientific tests, I to begin with worked as a budget manager at Plus Profits GmbH for, amongst other things, Volkswagen and BMW accessories as properly as merchandise of the Tefal, Krups and Rowenta manufacturers, and then as a internet marketing and gross sales manager at SameDayLogistics. At last, my path led me to SodaStream in 2017, as a Promoting Manager. The subsequent calendar year I took on the posture of Advertising and marketing Director. I’ve been responsible for the advertising area of SodaStream Germany and Austria for nearly 6 several years now – and what can I say, I am specifically right here!
SodaStream not too long ago conducted a sustainability study with pollster YouGov. What was it about?
Julian Hessel: We executed a representative survey on sustainability in beverage intake with the view investigate institute YouGov. The main emphasis of the investigation was naturally on the challenge of one-use plastic waste, which we have been functioning to lessen for a long time. We also dealt with the issue of how individuals evaluate the repercussions of one-use plastic waste. And as a soda maker, we were being certainly especially interested in the dilemma of what motivations respondents experienced for switching to a soda maker and if they wished to use it to make their way of life extra sustainable.
What were being the final results of the survey?
Julian Hessel: The study success are remarkable and clearly show very clear traits. When asked if respondents were being involved about solitary-use plastic air pollution, just about 80% said sure! An extraordinarily high proportion, which shows us the moment once again that we have the pulse of the pulse with our determination and dedication to the reduction of solitary-use plastic squander. We were also encouraged by the final result on irrespective of whether the respondents themselves would guidance a sustainable way of living. 55% of respondents agree here. Not surprisingly, for the reason that with a SodaStream soda maker you can prevent up to hundreds of disposable plastic bottles. For us the most essential outcome of the research: additional than a third of respondents see the foreseeable future of beverage usage in self-sparkling.
“The state of our earth influences us all”: SodaStream is the driving drive powering water bubblers when it will come to sustainability. What have you been equipped to do and increase so considerably? Are there any quantities you can give us on the subject matter?
Julian Hessel: Sustainability is evidently portion of SodaStream’s DNA. We have been actively involved in defending the environment for numerous years and, with our significantly-reaching strategies, we have drawn attention and enhanced recognition to the difficulty of one-use plastic squander. With transparency on the carbon footprint, we have taken it 1 stage further. As a consequence, our DUO and Uncomplicated water bubbler styles have obtained the Worldwide Carbon Footprint certification.
It truly is pretty clear: if you blow bubbles, you not only minimize transport distances and your CO2 footprint, but you also use a regional merchandise of the ideal excellent with your faucet drinking water. You can also minimize back again on supplies with a SodaStream watermaker, since up to 60 liters of contemporary h2o can be bubbled with just one particular of our carbon dioxide cylinders.
In small: with SodaStream you conserve by yourself the hassle of lugging around weighty 6-packs and crates of drinks and also help save on solitary-use plastic waste in advance of it even takes place. With our products we have managed to help you save a few billion disposable plastic bottles in Germany by yourself in 2021. That is why we frequently attract attention to the condition of our earth with numerous strategies and actions and how every person can make their individual contribution without the need of make sacrifices or fantastic endeavours.
Have you described objectives you want to realize in terms of limited and prolonged phrase sustainability?
Julian Hessel: We are happy to have been equipped to attain a good deal in recent a long time, but guarding the environment requires frequent aid, primarily in perspective of the local climate disaster! That is why we have established further objectives for the following couple of years. Our most significant purpose is to stay clear of even a lot more solitary-use plastic bottles in phrases of pre-recycling. By 2025 we want to preserve 78 billion around the globe, 28.5 billion in Germany by yourself.
We would also like to make our products even extra sustainable in the medium term, specifically as regards their packaging manufactured with additional sustainable supplies. We can only realize our ambitious sustainability plans if we make our operations even much more sustainable in the extended term by shortening source chains and generating more new regional provider stations. This also features electrical power price savings, which is why we are more and more reducing the overall vitality wants of our generation and want to convert all operations all over the environment to 100% renewable strength by 2030.
“With SodaStream’s DUO era of soda makers, you drink twice as sustainably in each day daily life” – why?
Julian Hessel: With our DUO you keep away from 2 times as several disposable plastic bottles, for the reason that with its double program, the drinking water can be bubbled into a 1 liter glass bottle and a 1 liter plastic bottle no cost of BPA, reusable and also dishwasher protected. Shoppers can consequently take pleasure in new sparkling h2o at dwelling and “acquire absent” at any time and consequently not only do without having disposable plastic bottles in their individual 4 partitions, but also on the go – and consequently do a thing fantastic for themselves and for the environment.
At the commencing of the 12 months you also released the line of sustainable and organically accredited syrups. How are syrups distinct from many others?
Julian Hessel: Our new line of syrups is certified natural and vegan and incorporates six flavors: cassis, ginger ale, lemon, pink grapefruit, orange and apple. As a accredited organic and natural product or service, only fruit from managed organic and natural farming is applied. In addition, the syrups are filled wholly with no plastic in glass bottles manufactured of at minimum 75% recycled glass. The syrups are bottled in Germany and glass bottles and labels are also created listed here to additional reduce the CO2 footprint.
Natural, Vegan, Glass Bottles: Is this an additional stage you would like to persistently put into action in the potential?
Julian Hessel: Of system! Product sustainability is not only a important element for us, but also for our consumers and is a prerequisite for extra than 30% of individuals to buy a product. (1) Our target is to build products that fulfill consumers and are beneficial for the surroundings and at the exact same time are geared to the requires of customers. So continue to be tuned for what’s to come!
Will anything at all adjust in advertising and communication to potentially reach new goal groups?
Julian Hessel: Our target is on purchaser requirements. To this end, we routinely conduct quantitative and qualitative market investigation, the effects of which we include into the improvement of our goods, our promoting approach, our measurements and our interaction. At the very same time, the results clearly show us new probable focus on teams that we explicitly target with our goods. For case in point, our two new syrup varieties “Rockstar Electricity Unique Sugar Free of charge” and “Rockstar Energy Tropical Guava Sugar Totally free Taste”, which will be introduced in August.
When searching for their power booster, our individuals will not only find the vitality elements these as caffeine, taurine and B natural vitamins, but also the incomparable Rockstar taste. By making ready your individual energy drink you, you can dose it individually and decide the quantity, depth and strength of the effervescence. With the two variants, we satisfy the tastes of a new concentrate on group and increase a new phase to the industry.
(1) Refers to the period 2019-2024, Source: Euromonitor, Useful Drinks in Germany
Resources: Euromonitor, Purposeful & Fortified Drinks in Germany, Passport, Smooth Beverages in Germany 2020, * Lightspeed / Mintel, Foundation: 2000 Customers for every Place, GlobalData Consumer Study (data refer to Germany) Q3 2019, “Passport”: Earth Market place for Smooth Drinks, 2020, Mintel: a yr of innovation Juices and beverage concentrates, 2020, Mintel: a 12 months of innovation in CSDs, 2021.
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+++ We would like to thank Julian Hessel for the open and extremely interesting interview! If you have an appealing model also, then we should communicate. Merely email us with the matter “beverage interview” to [email protected] – we can not wait to hear from you! +++
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