SoadaStream, which has been the target of anti-Israel boycotts, has announced it is adding its unique “made in Israel” label to its product which is sold around the world, in 45 countries.

SodaStream is not just affixing a special “made in Israel” label to its products, it is also affixing an Israeli flag next which it will say “This product is made by Arabs and Jews working side by side in peace and harmony”.

CEO Daniel Birnbaum admits it will compel the product to “fight for its place” in the EU, but nevertheless, he is proud of the national flag and his company. He told the media he is proud and as such, he is adding the national flag to 50 million products sold internationally. He explains that for SodaStream, Israel and the national flag are a “source of pride” and he is running with this, “not motivated by fear” that his new campaign may result in a drop of sales.

(YWN – Israel Desk, Jerusalem)