The Coca-Cola Company on Tuesday (Feb. 18) introduced Simply Pop, its first entry into the prebiotic soda category, per details shared with Marketing Dive. The new beverage line comes as the marketer seeks to capitalize on a market for prebiotic sodas that is estimated to grow to $3.5 billion by 2032.
“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.
Simply Pop includes six grams of fiber for gut health and Vitamin C and zinc for immunity support. The extension of the Simply beverage line launches in five flavors — strawberry, pineapple, mango, lime, fruit punch and citrus punch — that will be available later this month at retailers in select regions and online nationwide via Amazon Fresh.
The prebiotic soda market is driven by upstart brands including Poppi and Olipop, the latter of which is now valued at $1.85 billion after its latest funding round. Prebiotic sodas have grown in popularity as consumers increasingly reach for better-for-you beverages with functional benefits, especially post-pandemic.
“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’
The launch of Simply Pop was informed by in-depth consumer ethnographies across the U.S., including online focus groups and in-person consumer groups. Coca-Cola found the category only has about 20% market penetration, so the company sought out consumers who are curious about prebiotic products but hesitant to purchase.
The feedback was a reminder that, when it comes to beverages, taste is king. Coca-Cola set out to deliver a functional beverage that was also fruit forward and decided to launch the new offering under its Simply brand. Launched in 2001, Simply now has more than 20 offerings, including extensions into alcoholic and mixer categories, and already has significant equity with younger consumers.
“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.”
Brand equity around fruit-forward flavor is expected to drive the marketing for Simply Pop, which will be positioned as “the juicy new soda.” The marketing strategy will be digital and experiential first, with out-of-home, influencers, paid media, social media and plenty of “liquids to lips” sampling. In addition, Simply Pop in early Q2 will partner with women-focused media platform Dear Media for a podcast tour centered around the “juiciest” pop culture.
“Our consumer target is Gen Z and millennials,” Fasakin said, adding that the team has pushed itself to “show up differently.”
The launch of Simply Pop also comes as prebiotic brands enter their own soda wars: Poppi recently faced backlash for a viral stunt around its Super Bowl campaign, while Olipop has taken aim at PepsiCo’s Mountain Dew. For a new launch from Coca-Cola — no stranger to sparring with its rivals — the key is being disciplined about remaining true to the Simply brand.
“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.”
