PepsiCo launches ‘Spire’ self-serve dispenser E-mail Tweet Facebook Google Plus Linkedin Share icons by burcunoyan90" itemprop="author" class="article-byline-author"> burcunoyan90 @FortuneMagazine May 19, 2014, 5:45 PM EDT FORTUNE — 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. MORE: Soda sales are losing their fizz 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. “Soda fountains in pharmacies and apothecaries, where this all started, were points of engagement where an amazing amount of creativity and innovation took place at the hands of the soda jerk. But somewhere along the line, what was an experience has turned into a transaction, and that’s got to change,” said Brad Jakeman, president of PepsiCo’s global beverages group, to The New York Times. MORE: Activist: Pepsi CEO has made a major ‘mistake’ Earlier in April, news that PepsiCo was in talks to buy stakes of SodaStream emerged, illustrating another way the beverage and food company has sought to expand its portfolio as sales for the soda industry continue to dip. Earlier in the year, news broke that PepsiCo partnered with Bevyz, a European company that sells beverage systems for the home.