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Diving briefs:
- Coca-Cola is making its first entry into the prebiotic soda market with the launch of Simply Pop. The drink will be available later this month through Amazon Fresh, at select local retailers and online Amazon Fresh.
- Available in the flavors of strawberry, pineapple mango, fruit punch, lime and citrus punch, the beverage contains 6 grams of fiber for gut health, as well as vitamin C and zinc for immune support.
- As consumers look to functional drinks that offer more than just hydration while reducing sugar consumption, better sodas are becoming more popular as consumers reduce sugar consumption.
Dive Insights:
The healthy soda market has been dominated by Upstarts Olipop and Poppi for the last few years. However, Titan Coca-Cola aims to use its deep pockets and global reach in a category that burgeons into muscle.
“You have to be under the rock… because you don’t see the growth happening in the prebiotic soda space.” He told Marketing Diving.
Rather than launching a new brand, Coca-Cola is debuting prebiotic soda under 24-year-old Juice Brand. The move will allow Atlanta-based beverage companies to leverage Simply’s fruit forward profile and brand awareness among consumers, an attribute that helps sodas emerge from more established competitors stand out. You can do it.
Despite the growth of functional soda, Coca-Cola has discovered that there is only about 20% market penetration in this category, offering a ripe opportunity to attract consumers interested in prebiotic products I’m doing it.
Looking at Olipop and Poppi gives you a glimpse into the promises Coca-Cola is seeing with prebiotic sodas. According to the company, Olipop increased profitability in 2024, with sales doubled to $400 million year-on-year. Poppi has improved even more, with sales exceeding $500 million last year. Bloomberg reported.
The Coca-Cola launch comes a week after Olipop, which was valued at just $200 million in 2022. It was announced that it was worth $1.85 billion After raising $50 million in the latest funding round. Olipop said the recent investment will be used to expand marketing, add flavors and improve availability for the space traditionally dominated by legacy soda, including products created by Coca-Cola. Ta.
Still, just because Coca-Cola is in a prebiotic space doesn’t mean it’s a guaranteed success. Many of the product launches are It was simply spiked As part of its partnership with Molson Coors, Alcoholic Offerings attempts to resonate with shoppers and enter trendy categories such as flavoured water and energy drinks have resulted in crowds in recent years.
2021, Coca-Cola has stopped selling Coca-Cola Energy in North America It is on the market as it focuses on better brands to streamline its portfolio. And two years ago, Coca-Cola announced that it had become sharper Cut the distribution of the shining water of short-lived aha As sales decrease.
Chris Kelly contributed to this story.
