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Coca-Cola is jumping into the fast-growing $820 million prebiotic soda market with the launch of Simply Pop, a new ‘functional soda’ aimed at health-conscious consumers.
The new drink, available in five fruit flavours, will debut under the Coca-Cola-owned Simply brand in select regions and online via Amazon Fresh starting in late February 2025.
Each 340ml can cost $2.49 (around R50) and contains six grams of prebiotic fibre, as well as zinc and vitamin C for immune support. Simply Pop includes no added sugar and 25-30% real fruit juice from concentrate.
Prebiotics are certain plant-based substances that help feed the good bacteria in your gut. Basically, it’s food for the healthy bacteria that live in your gastrointestinal tract.
This marks the Fortune 500 beverage giant’s first foray into the prebiotic soda category, which has expanded rapidly but still remains a fraction of the broader soft drink industry. The soda probiotic market in the US has surged to approximately R12 billion in retail sales and now accounts for about 2% of the total soft drink market.
Growing consumer interest in gut health is part of a broader shift toward ‘functional beverages,’ as consumers increasingly turn to products with added health benefits. The target market seems to be Gen Z consumers who prioritize wellness and natural ingredients.
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“We found that consumers, especially wellness-focused Gen Z-ers and Millennials, were really interested in juice and prebiotic sodas,” says Becca Kerr, CEO of Nutrition at The Coca‑Cola Company.
Coca-Cola has chosen to use its Simply brand as their Trojan Horse in the prebiotic market in the US. Since launching as an orange juice brand in 2001, the Simply portfolio has expanded to more than 20 different kinds of juices, smoothies and more.
“Gen Z grew up with this brand,” Kerr 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.”
If the brand proves to be successful, we’re sure the offering will be extended to the international market.
While Slim Pop might be Coca-Cola’s offering to good health, no soda offers the gut health benefits that you’d get from the fibres you’d get in a healthy diet of fruits, vegetables, and whole grains.
No matter how you spin it, All-Bran Flakes or baked beans are still better than anything a soft drink company can come up with.
