REPORT: SodasStream plans to embed Israeli flag on its worldwide packaging


Despite the risk of a backlash from the BDS movement, SodaStream Int’l CEO David Birnbaum said: ‘I am proud to be Israeli, so I’m putting my flag on 50 million products manufactured in Israel.’

By Gary Willig


SodaStream International announced that it will begin embedding the Israeli flag on the packaging for its products, Ynet reported.

SodaStream’s new product label

The picture of the flag will be accompanied by the caption: “This product is made by Arabs and Jews working side by side in peace and harmony.”

SodaStream voluntarily decided to take the step of featuring the Israeli flag on the packaging of its products, despite the risk of backlash from the BDS movement.

SodaStream International CEO David Birnbaum said: “Israeli industry is a symbol of entrepreneurship, innovation and technology. As a proud Israeli company, we make sure to keep our Israeli identity at a high profile, even if it means fighting on the home front across the EU and against the economic terrorism of the BDS movement. In recent years, we Israelis have found ourselves attacked, forced to apologize, and [our products] seized around the world. We Israelis may not be perfect, but we have much to be proud of, and we decided to show it – both for ourselves and for the world.”

“I am proud to be Israeli, and so I put my flag on 50 million products manufactured in Israel and bring a line of exceptional innovation and social responsibility [to the world]. I wish that every company which exports [from Israel] would put the Israeli flag on its products, whether it be tomatoes, computer chips, or irrigation pipes. And I wish that every one of us who goes abroad would feel safe to be a proud ambassador of the State of Israel.”

Scarlett Johansson as pitchwoman for SodaStream. – Photo: YouTube screenshot

SodaStream, which produces home carbonation machines which allow consumers to carbonate their own beverages as opposed to buying soft drinks, was the subject of a fierce BDS campaign following the hiring of actress Scarlett Johansson as an ambassador for the organization. Johansson submitted her resignation to Oxfam, a British NGO for which she also served as an ambassador, after it demanded that Johansson cut all ties with SodaStream over a factory it operated in the Mishor Adumim industrial zone of Ma’aleh Adumim. Mishor Adumim is at the edge of the Judean Desert, and the factory employed hundreds of Palestinian Arabs, but BDS caused it to move to the Negev where it now employs hundreds of Bedouin.

Oxfam later admitted that it had lost “thousands of donors” over its spat with Johansson.


View original Arutz Sheva publication at:


  1. Arthur Toporovsky says:

    Actually, Mr. Birnbaum reported that the move to the Negev was for larger space. BDS claims that it forced the company to move, but has no proof of the truth of that claim.

  2. israelandstuffcom says:

    That’s true. From the numerous articles I’ve read hear in Israel, He could have remained and expended his previous location, keeping all 600 of his Palestinian workers.

    SodaStream has grown so fast they they were constantly expanding to meet their demands. Because of BDS, it was an easier decision to relocate and design a fully integrated, modern factory that would be able to expand their future production needs, with no need to redesign, or construct additional working areas.

    Unfortunately, the move to the new location from the West Bank to the Negev was too far for the Israeli security authorities to give travel work passes, so, BDS can take credit for 600 Palestinians under the PA loosing their jobs…if they want to take credit. – But we both know, they couldn’t care less for the real implications of job-loss, as long as they can say they “closed down an Israeli factory in the West Bank”

    The move did make new jobs available for unemployed Bedouin living near the new location.

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