PepsiCo. (PEP) has entered the make-it-yourself soda space with the announcement of Spire, a new machine that can stir up over 1,000 flavor combinations of carbonated beverages at locations such as restaurants and movie theaters.
The self-service equipment was unveiled at a National Restaurant Association Show and there are already around 50 locations in the U.S. where customers can try out Spire, according to the company’s website.
The machine, which is sleek and resembles an Apple (AAPL) product more than anything else, situates itself as a direct competitor to Coca-Cola’s (KO) Freestyle.
The “first digital fountain that lets you personalize your favorite Pepsi brands,” Spire aims to let customers “explore new taste territories from a sleek, digital touch screen,” Pepsi said.
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