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ATLANTA — Coca-Cola is entering the fast-growing prebiotic soda market with the launch of Simply Pop as it seeks to tap into consumer demand for gut-health-focused drinks—an emerging but still niche category that analysts say has doubled in size over the past year but remains just 2% of the $42.4 billion U.S. soft drink market.
Coca-Cola is following its strong by jumping into the fast-growing prebiotic soda market with the launch of Simply Pop, a new functional beverage aimed at health-conscious consumers.
Beginning on February 25th, Simply Pop will be available to consumers on the West Coast and in the Southeast on the U.S. The initial product line-up features fruity flavours such as pineapple mango, lime, strawberry, fruit punch and citrus punch, reflecting Coca-Cola's existing Simply juice brand.
The new beverages are touted as having no added sugar and containing 25% to 30% real fruit juice, alongside added vitamin C and zinc. Each serving also includes 6g of prebiotic fibre, which is higher than Poppi's offerings but lower than Olipop's 9g.
Becca Kerr, CEO of Nutrition, The Coca‑Cola Company, says the team took a disciplined, consumer-driven approach throughout the product’s journey, from ideation to launch.
"We found that consumers, especially wellness-focused Gen Z-ers and Millennials, were really interested in juice and prebiotic sodas," Kerr said. "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."
With more than two decades of expertise and equity in juice, Simply’s credentials made it the ideal choice to lead the company’s entry into prebiotic sodas. Since launching as an orange juice brand in 2001, the Simply portfolio has expanded to more than 20 varieties of juices, juice drinks, ades, smoothies and more.
Terika Fasakin, North America Brand Senior Director, Simply and Kids, shares insight into the brand's connection with its audience. "Gen Z grew up with this brand," she said. "They don't remember a world where Simply doesn’t exist, and it’s the juice they’ve seen in the fridge throughout their lives, so it has a particular tug on their heartstrings."
The team spent over a year refining the Simply Pop taste profile, packaging and playful visual identity through extensive taste tests and consumer feedback sessions. Notably, all five flavors are mainstays in the Simply lineup.
Out-of-home, digital and influencer-driven social media creative, as well as robust sampling and experiential activations, will promote the phased launch. Later in the year, the brand will team up with leading media company, Dear Media, for a podcast tour where well-known hosts will discuss the juiciest pop culture topics over Simply Pop.
“This has truly been a labor of love for the team because we know Simply Pop is a great-tasting prebiotic soda consumers want,” Fasakin said. “We’ve pushed ourselves to move fast while staying strategic and focused. And, as we get feedback from consumers who taste Simply Pop and engage with the brand, we’ll continue to evolve.”
Prebiotics, which are believed to support gut health, have gained traction among consumers, particularly younger demographics like millennials and Gen Z.
