Photo Source: coca-cola.com
Coca-Cola is introducing Simply Pop, a new functional beverage aimed at the growing prebiotic soda market. The product, which was announced on 18 February, will be available at select retailers later this month and nationwide through Amazon Fresh.
This launch marks Coca-Cola’s entry into the prebiotic soda category, which has seen success with upstart brands such as Poppi and Olipop. Coca-Cola is positioning Simply Pop to meet the increasing consumer demand for gut-health-focused beverages, with the market for these drinks projected to reach $3.5 billion by 2032.
Coca-Cola’s Strategic Entry into Functional Beverages
The interest in health-conscious beverages has surged after the pandemic. Functional sodas, which feature ingredients like prebiotics and probiotics, are increasingly popular as consumers turn away from traditional soft drinks. “You would have to be under a rock… to not have seen the growth that is happening in the prebiotic soda space,” said Terika Fasakin, senior director of brand marketing for Simply.
Coca-Cola is tapping into this demand by launching Simply Pop, leveraging its established Simply brand, which is recognised for its natural, juice-based offerings. The company is confident that Simply Pop’s combination of fruit-forward flavours and health benefits will make it stand out in a competitive market.
A Soda That Supports Gut Health and Immunity
Simply Pop has been formulated to deliver both flavour and function. Each can contains six grams of fibre to support gut health, along with Vitamin C and zinc to boost immunity. The beverage will launch in five fruit-inspired flavours:
- Strawberry
- Pineapple
- Mango Lime
- Fruit Punch
- Citrus Punch
“Gen Z grew up with Simply. So while millennials or other demographics didn’t always have Simply in the household, this brand has so much love and equity,” Fasakin said. “We lean into that Simply equity and heritage [on packaging] because it delivers such high-quality, great-taste expectations.”
Tapping into Consumer Insights
Coca-Cola’s development of Simply Pop was guided by in-depth consumer research, including ethnographies and focus groups conducted across the U.S. The company discovered that prebiotic sodas have only 20% market penetration, indicating significant curiosity among consumers but also hesitancy toward functional beverages.
Taste was a major consideration during development, as Coca-Cola found that many people are interested in health benefits but unwilling to compromise on flavour.
This led to the creation of Simply Pop’s fruit-forward formula, which blends health-conscious ingredients with the familiar taste of soda. “We see consumers’ needs are evolving,” Fasakin said. “How do we meet our consumers where they’re at with the products that they are asking for?”
The Juicy New Soda
Coca-Cola is positioning Simply Pop as “the juicy new soda”, emphasising its bold fruit flavours and refreshing taste. The marketing campaign will take a digital and experiential-first approach, including:
- Out-of-home advertising
- Influencer partnerships and social media campaigns
- Paid media efforts
- “Liquids to lips” sampling events
Coca-Cola has partnered with Dear Media to promote Simply Pop through a podcast tour, spotlighting “the juiciest” moments in pop culture. The campaign is tailored to appeal to Gen Z and millennial consumers, the key demographic for Simply Pop. “Our consumer target is Gen Z and millennials,” Fasakin said. “We’ve pushed ourselves to show up differently.”
Rising Competition in the Prebiotic Soda Market
Coca-Cola’s entry into the prebiotic soda market arrives at a time of fierce competition. Olipop, one of the top brands in the category, was valued at $1.85 billion during its most recent funding round. Meanwhile, rival Poppi made headlines with a bold Super Bowl marketing stunt, highlighting the competitive nature of the space.
Coca-Cola is still focused on staying true to the Simply brand and its principles. “This brand has built its reputation on being authentic and consistent. We’re committed to continuing to foster genuine consumer relationships,” Fasakin said. “We don’t believe there’s a shortcut to building that credibility.”
Will Simply Pop Succeed?
Simply Pop represents Coca-Cola’s strategic investment in the functional beverage sector. The product combines the company’s strong brand recognition, a health-focused formulation, and a robust marketing strategy, positioning it to potentially make a significant impact on the prebiotic soda market.
The coming months will reveal whether the Simply Pop product resonates with consumers and secures its place in this rapidly expanding category when it rolls out this month.