Gut health soda Poppi launched in the UK in February: bringing the ‘high fibre’ drink to the nation.
But one word was noticeably absent: ‘prebiotic’.
The drinks are identical in each country: Poppi contains 3g fibre per can. But rules are not the same.
“We do not make a prebiotic claim for Poppi in the UK due to local regulations,” explained a company spokesperson, when we posed the question.
“Poppi’s UK launch is intentionally focused on Poppi being a sparkling soft drink that delivers bold flavour and a refreshing experience that is high in fibre, low in sugar and calories, and made with real fruit juice.”
Check the facts
Kristy Coleman, co-founder and legal consultant at the UK’s AK Collective, says that regulations around terms like ‘prebiotic’ or ‘postbiotic’ vary greatly between markets.
“The UK is very tightly regulated on what you can and can’t say about a product,” she said.
“The US is very different in terms of regulation, and that varies from state to state.”
The UK, for example, has a list of 250 authorized health claims on the register: and brands are limited to these claims.
Fibre is a term that is resonating with consumers: but that, too, comes with its rules (to have a ‘source of fibre’ requires at last 3g fibre per 100g; to have ‘high fibre’ requires 6g per 100g).
The EU does not have standardized regulations in this area: with each countries having their own nuances.
Coleman’s top tip, therefore, is to always seek local expert advice before launching in a new market.
What terms do consumers understand?
But it’s not just about regulations. Hip Pop launched its ‘gut-friendly’ soda range in 2021, which is ‘packed with live cultures and a 1/4 of your daily fibre’.
But while its functionality is an important selling point, co-founder Emma Thackery says the brand’s messaging has ultimately focused on being a great tasting, better-for-you soda.
“We’re all about making delicious fizzy pop that’s refreshing and real, taste first, always: then with additional benefits,” she explained.
While prebiotic, probiotic and postbiotic might be big terms and important issues among health enthusiasts, these are not terms that resonate with the day-to-day consumer, she continues.
US superstars Olipop and Poppi have’t got bogged down by the science: but instead focused on being fun and friendly - and seen great success as a result.
At the end of the day, the messaging that will help gut sodas enjoy mass market success may not be the science: but the importance of flavour, fun and enjoyment that’s been the cornerstone of the soda category for decades.