As consumers increasingly reach for better-for-you options, the beverage giant is entering a market dominated by brands like Poppi and Olipop.

The drink, which contains fiber for gut health and Vitamin C and zinc for immunity support, pits the beverage giant against fast-growing upstarts Olipop and Poppi.

The early marketing approach from Coca-Cola for the new product has a digital and experiential focus aimed at Generation Z, and includes influencer partnerships and social media campaigns. Analysts say the new brand aims to appeal to health-conscious consumers who are curious about prebiotic products, but may be hesitant to try them.

Coca-Cola will launch a new prebiotic soda brand, Simply Pop, in a bid to capture a share of the rapidly growing market for health beverages

Coca-Cola is launching a prebiotic soda brand called Simply Pop, taking on upstarts Olipop and Poppi. Starting in late February, consumers on the West Coast and in the Southeast will be able to try Coke’s iteration of the trendy drink.

Prebiotic soda. Apparently the concept is catching on. Where previously it was largely the province of small brands like Olipop and Poppi, it

Coca-Cola is launching its own prebiotic soda brand called Simply Pop in order to compete with gut-healthy industry pioneers Olipop and Poppi.