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Dive brief:
- The Coca-Cola bus is making its first place in the prebiotic soda market with the launch of the pop. The drink will be at select areas and online nationwide retail stores at the end of this month.
- The drinks, which will be available in strawberries, pineapple mango, fruit punches, lime and citrus punch, have six grams of fiber for intestinal health, plus vitamin C and zinc for immune support.
- Better soda has increased in popularity as consumers have cut sugar consumption while moving to functional beverages that provide them more than hydration.
Dive Insight:
During the last few years, the healthy soda market has been dominated by the upstarts Olipops and Pope. But the drink Titan Coca-Cola is using its deep pockets and global access to muscles in the rapidly growing category.
“You have to be under a rock … the growth in prebiotics soda space has not been seen,” Terica Fascin, Brand Marketing Senior Director, Terika Faskin ,,, Told the marketing dive.
Instead of launching a new brand, Coca-Cola is just making its prebiotic soda debut under its 24-year-old juice brand. This step enables the Atlanta-based Beverages Company to tap in the profile and brand recognition of just fruit-ages among consumers, with properties that can help newborn soda stand out of its more established contestants.
Despite the growth of functional soda, Coca-Cola found that there is only 20% of entry into the category, which offers a ripe opportunity to attract consumers eager about prebiotic products.
A look at the Olipop and Popi offers a glimpse in the promise seen by Coca-Cola in prebiotic soda. According to the company, OLIPOP became profitable in 2024, sales doubled $ 400 million years to year. Popi has improved even more with the sale of $ 500 million last year, Bloomberg told,
Coca-Cola’s launch comes a week after Olipop, which is just $ 200 million in 2022, Announced that its price was $ 1.85 billion After raising $ 50 million in your latest funding round. Recently investment, Olipop said, to expand marketing, add flavor and to increase availability in the spaces dominated by the heritage soda, including products made by Coca-Cola.
Nevertheless, just because the Coca-Cola is entering the prebiotic space, it does not mean that it is a guaranteed success. While many of its products are launched – such as its Busp Alcoholic offerings as part of their partnership with Molson Curses – have resonated with shopkeepers, fashionable categories such as attempts to enter taste water and energy drinks have achieved mixed results in recent years.
In 2021, Coca-Cola stopped the sale of Coca-Cola energy in North America After more than a year in the market, because it strengthened its portfolio to focus on its better performing brands. And two years ago, Coca-Cola announced that it was fast By cutting your short -term aha sparkling water distribution As sales declined.
Chris Kelly contributed to this story.
