Coca-Cola has unveiled its latest creation, a prebiotic soda brand named Simply Pop, aimed at competing with notable brands Olipop and Poppi. The launch comes as part of Coca-Cola’s strategy to capture a share of the burgeoning prebiotic soda market, which has witnessed a significant rise in sales from $197 million in 2020 to an anticipated $440 million in 2024. Simply Pop distinguishes itself by offering beverages with no added sugar and containing 25% to 30% real fruit juice, echoing the fruity essence of Coke’s Simply juice brand.
The introduction of Simply Pop marks Coca-Cola's response to shifting consumer preferences, particularly in the face of declining soda consumption in the U.S. over the past two decades. Health-conscious consumers have increasingly gravitated towards alternatives that offer nutritional benefits. Becca Kerr, CEO of Coke's North American nutrition unit, emphasized the company's commitment to meeting consumer demands for flavorful, health-oriented drinks.
"We went out and really listened to consumers. They love this space, they're really looking for stuff that tastes good, and that's something we know how to deliver on at Simply and at Coke."
Said by: Becca Kerr, CEO of Coke's North American nutrition unit
The competition in the prebiotic soda sector is fierce. Olipop recently secured $50 million in funding, valuing the company at $1.85 billion. Meanwhile, Poppi expanded its market reach with a second consecutive Super Bowl appearance in 2024, investing up to $8 million to engage with the record-breaking audience. These moves underscore the dynamic nature of the prebiotic soda market and highlight the challenges Coca-Cola faces as it steps into this competitive arena.
Notably, Simply Pop offers six grams of prebiotic fiber per serving, positioning itself between Olipop's nine grams and Poppi's two grams. This aligns with the growing consumer interest in digestive health drinks, which have become a popular choice for those seeking healthier beverage options. The increasing demand for such products has been particularly pronounced among younger consumers, including millennials and Gen Z, as well as multicultural demographics.
"We do see that there tends to be an appetite for these type of products with younger consumers, like millennial and Gen Z. We see an interest in these types of products from multicultural consumers."
Said by: Becca Kerr, CEO of Coke's North American nutrition unit
While Coca-Cola has closely monitored the prebiotic soda trend for several years, its previous attempts to capitalize on emerging drink trends, such as with its Aha sparkling water brand, have not always been successful. Nevertheless, the company remains optimistic about Simply Pop's potential to thrive in the expanding market.
In addition to Coca-Cola's entry into the prebiotic soda domain, Pepsi is reportedly planning its own launch in 2025. This anticipated move further underscores the growing appeal and commercial viability of prebiotic sodas as mainstream beverage corporations seek to diversify their offerings.
The popularity of prebiotic sodas continues to surge, driven by consumers' desire for healthier alternatives that cater to their taste preferences without compromising on nutritional value. As a result, digestive health drinks have experienced a marked increase in sales from 2020 to 2024. This trend aligns with Coca-Cola's strategic focus on nutrition and wellness as it adapts to evolving consumer demands.