Coca-Cola and Pepsi imitate coffee machines to make drinks at home

After the fashion of coffee in capsules, large companies, such as Coca-Cola and Pepsi, have invested in creating machines that allow the consumer to do, at home, other types of beverages, such as soft drinks, juices and energy drinks.
PepsiCo did in November, in Brazil, the launch of the Drinkfinity kit, composed of a reusable bottle and capsules that, mixed with water, saw and cold drinks, isotonic energy based on caffeine. For the time being is the only one who has the product.
The sale is made exclusively by internet (store. drinkfinity. com.br). A kit with a bottle and ten capsules costs $ 90.
For now, the capsules do not produce the soda Pepsi, but the possibility is not ruled out. "The Drinkfinity is a platform, and what we have today is only the first expression of its possibilities," says Hernan Marina, Director of the brand.
For him, the product meets the desire expressed by many consumer personalization, and that is a growing trend in the consumption of drinks.
Coca Cola and Heineken in capsules
Heineken launched in November, in Europe, the Sub, a beer keg with chic design. The consumer enters a capsule inside the machine and she releases the cold drink.
At the beginning of the year, Coca-Cola announced the purchase of a participation of 10% on Green Mountain, a company that manufactures machines and capsules of coffee and hot beverages. The idea is to launch capsules for production of soda at home.
Teas, juices and coffees
PepsiCo Executive printing is divided by other large companies, in Brazil and abroad. In August, Brastemp announced the creation of the machine b. blend, which allows the consumer to make drinks at home.
Using capsules created for the machine, it is possible to prepare soft drinks, coffees, juices and teas, among other beverages. The equipment will be sold from the first quarter of 2015, and prices have not yet been defined.
Fernando Yunes, Senior Director of new business from Whirlpool (which owns Maytag), said that the company negotiates partnerships with well-known brands of liquor for the production of capsules that can be adapted to the machine.
The idea is that, in future, be able to use in the machine Brastemp, coffee and soda brands market leaders. Neither name, however, was ahead of schedule.
Market trend
The possibility for the consumer to get involved in the production and give a personal touch to the drink is a strong trend in this market, says marketing professor Marcelo Bridges from ESPM.
"There is a playful, joking, which has been exploited by businesses, and allows the consumer to have a different relationship with the product."
Bridges compares the new wave with the coffee machines, which has been successful here. According to a survey of consulting firm Nielsen, the volume of coffee capsules marketed in the country grew 46.5 percent from 2012 to 2013.
"It's a strategy that in no way hinders the original business of these companies. Its products will continue to exist outside the home. Who have espresso machine not so stop having coffee powder for use in everyday life, "he says.