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Poppi is currently Class action lawsuit The company advertised its drinks as “good for your gut,” though the slogan has since been removed from its website.
Top class action According to reports, the plaintiffs claim that Poppi’s drinks are falsely promoted as being good for consumers’ gut health, but in reality they contain too few prebiotics and too much sugar. Poppi did not respond to Food Dive’s request for comment by press time, but previously reported: One “We stand behind our products, believe the lawsuits are meritless, and will vigorously defend against these claims,” a company spokesman said.
Popular soft drink sales Exceeds $100 Million This success, thanks in part to availability in more than 120 retail outlets, reflects growing interest among consumers looking to incorporate holistic wellness into their diets through food and beverage.
The functional beverage market is worth more than $13 billion, the data provider says. spin As Food Dive shared, the kombucha and wellness shots markets are each valued at roughly $1.3 billion. But a recent lawsuit has consumers and companies questioning what exactly makes a product “good for gut health” and when it’s appropriate to label a product with such a buzzword. Turns out, it’s complicated.
Defining “gut health”
of U.S. Food and Drug Administration The FDA requires clear labeling and the avoidance of misleading claims for supplement-based products.
Dr. Kelly Swanson, Chair of the Department of Nutritional Sciences at the University of Illinois Write the exam, 7.5 grams of agave inulin, a common ingredient in these types of sodas and waters, may help soften stool and increase the number of bowel movements per week.
But many of these drinks, including Poppi, contain less than that, only about 2 grams. This study and others are becoming important benchmarks in the testing, and in regulating prebiotic drinks in general. But as with many health-related concerns, Swanson told Food Dive, it’s not a one-size-fits-all solution.
“While this will vary depending on the type of prebiotic and the age, weight, health, diet, and gut flora of the person consuming the food or beverage, most people will need to consume at least 5 grams per day to notice a reaction. Because effects and reactions appear gradually with increasing doses, it is not known what dosage a product would need to make a regulatory claim. [such as] “Supports gut health.”
Building consumer trust
Brands that want to succeed in the prebiotic drinks market must follow certain guidelines to establish consumer trust, says study Ben Goodwin, co-founder, CEO and developer of OLIPOP;
“OLIPOP was founded with a promise to set a high standard for functional soda. Each 12-ounce can meets FDA requirements for good sources of dietary fiber and contains three sources of dietary fiber: cassava root, Jerusalem artichoke and chicory root.”
Goodwin added that the company has completed third-party in vitro studies at Purdue University that have shown that its prebiotic fiber blend is effective on a range of gut health measures.
“We are also the first beverage company to achieve NutraStrong Prebiotic Verified Product Certification, which provides independent validation of prebiotic quantity and potency, as well as prebiotic efficacy and stability data.”
Dr. Jenelle KimIn an interview with Food Dive, the San Diego physician, who is board-certified in herbology, Oriental medicine and acupuncture, recommended that brands should prioritize label transparency, use ingredients that are backed by scientific research, conduct third-party testing, provide comprehensive information to consumers and comply with regulations.
Carefully monetizing “healthy” sodas
“Consumers are savvier than ever and want convenience, so it makes sense for us to offer a great-tasting, healthy on-the-go beverage in a category they understand – soda – and address a need they’re looking for,” said Richard Reber, founder and CEO of Lucky Beverage & Kate Farms, Santa Barbara, Calif.
“What better place for innovation than soda? Millions of Americans at school or at lunch spots reach for their coolers, and if we could pick up a cleaner soda that had enough probiotics in it, that seems practical and more delicious.” But he said companies shouldn’t rely on a single nutritional profile. “In the food and beverage companies that I’ve started, I’ve never relied on a hero or single ingredient. My collection of ingredients was, and still is, my secret sauce.”
Experts agree that “healthy” soda companies should emphasize their soda alternatives rather than making genuine medical claims.
