Simply Pop - will be a fruit-forward line of beverages with prebiotic fiber to support gut health and vitamin C and zinc to support immune function – joins the Simply line of juices, lemonades and smoothies.
It will take on market pioneers Olipop and Poppi: who have seen meteoric success in carving out the category to date.
The gut health soda category is small but growing fast. Soda with digestive health claims saw 301.5% dollar growth in 2023, according to SPINS MULO data.
Bringing new consumers into the gut health category
Coca-Cola announced its intention to launch a gut health soda last year: planning to enter this promising arena and use its might and muscle to create a new contender on a big scale.
It’s decided to put its launch under Simply to leverage existing brand equity and expertise, and is going under recruiting new users into the category.
Simply Pop will launch with five flavors already familiar with Simply fans: strawberry, pineapple mango, fruit punch, lime and citrus punch.
“We found that consumers, especially wellness-focused Gen Z-ers and Millennials, were really interested in juice and prebiotic sodas,” said Becca Kerr, CEO of Nutrition, The Coca‑Cola Company. “And since many brands in this category are new, they were looking to align with names they know and trust for both quality and taste.
“This was particularly true for those curious about prebiotic sodas but who hadn’t yet taken the leap. We knew that in order to bring new drinkers into the category, we had to strike that perfect balance of innovation and trust.”
Since launching as an orange juice brand in 2001, the Simply portfolio has expanded to more than 20 varieties of juices, juice drinks, lemonades, smoothies and more.
Coca-Cola will support Simply Pop’s launch with out-of-home, digital and influencer-driven social media creative, as well as sampling and experiential activations, will promote the phased launch.
Simply Pop will launch on shelves later this month at retailers in select regions in the US and online via Amazon Fresh. Additional markets are expected to follow in 2025.
Modern Soda
Gut health is a long-running trend with plenty of potential, said Shelley Balanko, Ph.D., Senior Vice President of Business Development at Hartman Group.
“41% of US consumers are either taking steps to improve or prevent future problems with their gut health — it’s an enduring trend we’ve been watching for over a decade at Hartman Group," she said.
“Coca Cola’s entry into the category supports continued brand relevancy by not only meeting minimum expectations around fresh, less processed ingredients, but aligning with the modern consumer’s health and wellness priorities.”
Simply Pop’s launch is just the latest in a wave of ‘Modern Soda’ taking over the US: a movement that’s revolutionizing the soda category.
Modern Soda moves away from the sugary, nutritionless drinks of decades past and instead puts the focus on ‘better-for-you drinks’ - whether that’s those low in sugar or sugar-free (with brands such as Zevia) or those that offer functional benefits.
Gut health is leading the charge: with Olipop and Poppi at the front.
“The consumer has spoken, and Modern Soda is here to stay,” said Danny Stepper, CEO of LA-based next generation beverage incubator LA Libations. “Retailers are re-allocating their space accordingly, we are seeing Modern Soda sets appearing with brands like Poppi & Olipop but also new differentiated brands like Cove (Certified Organic, No Sugar) making waves.”