Coca Cola A prebiotic soda brand called Pop is being launched with Upstarts Olipop and Poppi.
Starting in late February, consumers on the West Coast and Southeast will be able to try out the iteration of Coke’s stylish beverages.
Over the past two decades, soda consumption in the United States has been greatly reduced, hurt by health problems and the increase in alternatives on the market, from cold brew to energy drinks to water. But in the past five years, soda containing prebiotics has taken off due to industry newcomers Olipop and Poppi.
Olipop Recently Raised $50 million The company announced on Wednesday that it had an estimated price of $1.85 billion. Poppi for the second time in a row Super Bowl Appearance At this year’s competition, up to $8 million can be paid to attract record audiences of the game.
According to Euromonitor International, digestive healthy soft drinks grew from the $190 million category in 2020 to approximately $440 million in 2024. Still, it is a small part of the overall soda market, worth billions of dollars.
Pop’s first lineup tilted the fruity flavor and nodded Coke’s simple juice brand. Flavors include pineapple mango, lime, strawberry, fruit punch and citrus punch.
Becca Kerr, CEO of Coke North North, said: “We went out and really listened to the consumers. They love this space, they are really looking for something that tastes great, and that’s how we know how to do it in Coca-Cola ” American nutrition unit, which includes its simple and talented brand.
The company says the simple popular drink has no added sugar and contains 25% to 30% of real juice. They also contain vitamin C and zinc, which can boost the immune system.
They also have six grams of prebiotic fiber-triple Poppi’s fiber content, but less than 9 grams of Olipop.
The prebiotics have taken off, thanks to claims that they can improve “gut health” by helping beneficial bacteria grow in the gut. Their health benefits No final proof has been obtained.
“We do see that, like young consumers like millennials and Gen Z, there’s a tendency to be an appetite for these types of products,” Kerr said. “We see interest from multicultural consumers in these types of products. ”
But health claims can prompt pushback. Poppi is reconciling File a lawsuit In late May, this challenged the company’s marketing, believing that Poppi’s products are less hygienic than publicity.
According to Kerr, Coca-Cola has been in the category of probiotics on its radar for several years. Ben Goodwin, CEO and Co-founder of Olipop Tell CNBC in 2023 Both Coca-Cola and Pepsi have contacted the company for potential sales. Pepsi is It is reportedly planning Its own prebiotic soda was launched in 2025.
While this is a newcomer to the segment, Coca-Cola has some obvious advantages: Dominate the soda category, market and distribution muscle for more than 100 years, while revenues of $47 billion in 2024 – with Olipop’s over $400 million Compared with sales.
Still, Coca-Cola is failing while trying to chase the beverage trend. It pulled the coke smell from the shelves on the 2024 shelves after a few months of announcing its permanent addition. In 2023, the product failed to partner with consumers, it cuts the distribution of its AHA’s glittering water brand.
