Coca-Cola enters booming $820 million prebiotic soda market with launch of Simply Pop.

Coca-Cola is entering the prebiotic soda market with the launch of Simply Pop, a new functional beverage aimed at health-conscious consumers. The drink will debut under the Coca-Cola-owned Simply brand in select regions and online via Amazon Fresh starting late February 2025.

Simply Pop will be available in five fruit flavors, each containing six grams of prebiotic fiber, as well as zinc and vitamin C for immune support. The move marks Coca-Cola's first foray into the prebiotic soda category, which has expanded rapidly but still remains a fraction of the broader soft drink industry.

The prebiotic soda market has surged to approximately $820 million in retail sales, accounting for about 2% of the $42.4 billion U.S. soft drink market. The space is currently dominated by two private startups, Olipop and Poppi, which have capitalized on the growing consumer interest in gut health.

Coca-Cola's decision to enter the market organically rather than through acquisition signals its belief in the long-term potential of functional sodas. However, the market presents challenges, including uncertainty over whether the prebiotic soda trend will have staying power.

Analysts note that while growth has been strong, many new sub-categories have fizzled out after a few years of strong growth. For Coca-Cola, Simply Pop represents both a strategic expansion and a test of consumer appetite for functional sodas under a mass-market brand.

With its vast distribution network and marketing muscle, Coca-Cola has the potential to accelerate adoption of prebiotic sodas. However, the company will have to convince consumers that its offering is not just another passing fad, especially after the failure of its recent launch, Coca-Cola Spiced.