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SodaStream pops on sale rumors

July 24, 2014: 1:43 PM ET

SodaStream (SODA) is in the business of making things pop -- and that exactly what its stock was doing Thursday.

Shares of the Israeli-based manufacturer of home soda devices jumped 16% after a Bloomberg report claimed that the company is in talks with a group of investors to go private.

According to the report, which cites anonymous sources, the deal would value the company at $40 a share, up from its current price of around $33.

The stock has had quite a run since going public in late 2010. It debuted at $20 and skyrocketed to almost $80 in August of 2011 on strong earnings, only to fall back down to earth as revenue growth slowed.

It's not the first time SodaStream has surged on rumors. Earlier this year, it got a boost on speculation that it would join forces with Pepsi (PEP) after Coca-Cola (KO) disclosed a 10% stake in Green Mountain Coffee Roasters (GMCR). There has also been chatter about a Starbucks (SBUX) deal.

Related: Keurig coffee coming to Subway

SodaStream produces a series of do-it-yourself carbon dioxide machines that turn water and other flavored syrups into soda for drinking.

The company has come under attack for operating its main plant in an area of the West Bank considered by Palestinians to be occupied territory.

Its celebrity spokeswoman, Scarlett Johansson, has taken heat for her role in representing the brand, but she and its supporters claim the company does a service by paying good wages and acting as an economic model for Israelis and Palestinians working together.

Still, issues with the plant came into focus this week when according to Israeli media, 60 Palestinian workers were fired over the food being served during the Muslim holy month of Ramadan.

According to the reports, which CNNMoney has not independently confirmed, the Palestinians allege they were fired for complaining about not getting an acceptable pre-dawn break-fast meal. SodaStream contends they were let go because they went on strike, which caused the plant to halt the production line.

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