Coca-Cola joins prebiotic soda industry with new brand, expands portfolio

• Coca-Cola is shifting its focus to healthier alternatives with the launch of Simply Pop, a prebiotic soda aimed at competing with brands like Olipop and Poppi. The move is meant to capitalize on the significant growth of the digestive drink market since 2020.
• The new Simply Pop flavors will be available to shoppers on the West Coast and Southeast by the end of February.
• Coca-Cola continues diversifying its portfolio, recently boosting sales of its milk brand Fairlife, which surpassed $1 billion in 2022.

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The lure of opening a nice, crisp Coke isn’t hooking as many consumers as it once did. Coca-Cola recognizes this and is now shifting its focus to healthier alternatives while expanding its reach to stay in line with trendy beverages.

Enter Simply Pop: a new prebiotic soda

Simply Pop is the beverage giant’s latest brand, a prebiotic soda designed to compete with industry leaders Olipop and Poppi. Since 2020, the market for digestive soft drinks has grown from $197 million to more than $400 million.

These digestive sodas aim to address health concerns typically linked to sugary sodas. Instead of high sugar, they offer vitamins, fiber and real fruit juice. The head of Coca-Cola’s North America nutrition team said they listened to consumers when creating health-conscious beverages with flavors people would enjoy.

By the end of February, shoppers on the West Coast and Southeast can pick up a can of Simply Pop. The flavors, including mango, lime and pineapple, mirror those of Coke’s juice line, Simply.

Coca-Cola said its new brand will expand to the rest of the nation throughout 2025.

Shifting trends in soda consumption

Market data shows that older generations are more likely than younger consumers to buy carbonated soft drinks. According to Innova, consumers have reduced their soda intake due to health concerns. However, 63% still admit to drinking soda at least once a week.

Expanding the brand portfolio

Coca-Cola’s product diversification doesn’t stop at soda. The company also relies on a drink found in most people’s fridges: milk. In 2012, Coke launched Fairlife in partnership with a dairy producer before taking full ownership in 2020 for $980 million.

Social media helped boost sales, with Fairlife surpassing $1 billion in revenue in 2022. Health and wellness influencers praised the milk-based products for their high protein content and low sugar.

Experts believe Coca-Cola will continue expanding its brand portfolio. The company currently has 200 brands across categories ranging from coffee and tea to alcohol and water.

Coca-Cola remains a leader in the soda industry, holding the top spot for over 100 years.