BUSINESS STRATEGY

Coca-Cola sees opportunity in growing prebiotics soft drinks market

By our African Marketing Confederation News Team | 2025

The ‘better for you’ soda category has been growing in the US, while consumption of traditional soft drinks has declined.

Coca-Cola in the US is launching a new soft drink brand to capitalise on what the company sees as a growing consumer demand for prebiotic drinks. Prebiotics are a type of fibre that can help improve digestive health.

Photo: The Coca-Cola Company

The new brand is called Simply Pop and it is taking on two US-based market incumbents, Olipop and Poppi. They have been on the market since 2018 (Olipop) and 2020 (Poppi) and have been waging their own marketing battle as to which of the two offers better gut-health benefits to consumers. 

 

Broadcaster CNN calls it the “better for you” soda category, while the marketing industry news website Marketing Dive notes that “while soda consumption has fallen over the last two decades, the popularity of prebiotic sodas has skyrocketed as consumers look for a healthier option”. 

 

However, data from Euromonitor International emphasises that the category segment is still only a fraction of the overall soft drink market, which is worth billions of dollars. 

 

Supposed health benefits of prebiotic drinks 

 

According to Marketing Dive, the supposed health benefits of prebiotic drinks have yet to be conclusively proven. 

 

Coca-Coca says in a press release that Simply Pop is “juicing up” the prebiotic soft drink category with a beverage range made with 6 grams of prebiotic fibre to support gut health and Vitamin C and Zinc to support immune function. Flavours include pineapple mango, lime, strawberry, fruit punch and citrus punch. 

 

“We went out and really listened to consumers. They love this space, they’re really looking for stuff that tastes good, and that’s something we know how to deliver on at Simply [Pop] and at Coke,” says Becca Kerr, CEO of Coke’s North American nutrition unit, which includes its Simply and Fairlife brands. 

 

“We do see that there tends to be an appetite for these type of products with younger consumers, like Millennial and Gen Z. We see an interest in these types of products from multi-cultural consumers.”

View all articles »
author avatar
Rozanne
See Full Bio

PUBLICATIONS

Strategic Marketing for Africa Magazine

CONTACT INFORMATION

info@africanmarketingconfederation.org

0
    0
    Your Cart
    Your cart is emptyReturn to Shop
    Continue Shopping

    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.