Sodas claiming to be good for the gut are taking off, and now, large soda suppliers are tapping into the demand, reported the Wall Street Journal.

“With traditional soda sales gone flat … companies are jumping into the prebiotic soft-drink market now dominated by upstart brands Olipop and Poppi. Coke said Tuesday that it will launch a soda promoting digestive health, called Simply Pop, this month. Pepsi is formulating a version it aims to sell in the spring,” wrote the WSJ.

Becca Kerr, chief executive of Coke’s nutrition unit, said her team spent nearly a year conducting market research with consumers and formulating the gut-focused soda. Simply Pop, which piggybacks off Coke’s Simply juice product line, boasts 25% to 30% real juice, six grams of prebiotic fiber, along with vitamin C and zinc, wrote the WSJ.

Sales of “gut pop” are reportedly growing in the U.S. as consumers shift to more natural alternatives than traditional soda. Combined U.S. retail sales of Olipop and Poppi were roughly $817 million in the 52 weeks ended January 25, according to NielsenIQ data compiled by Goldman Sachs. Coke said the market for these specialty sodas could exceed $2 billion by 2029.

The WSJ wrote that prebiotic drinks are the latest beverages to appear on supermarket shelves with “claims of supporting digestive health. Unlike probiotic products such as kombucha and kefir—which introduce new microbes into the gut—prebiotic sodas contain dietary fibers that feed the bacteria already living in our systems. Olipop and Poppi use inulin fiber, often naturally derived from agave or chicory roots.”

Both Poppi and Olipop have ramped up marketing as of late. Poppi aired commercials during the Super Bowl in 2024 and 2025. Olipop, meanwhile, is available in 12,000 Starbucks locations across the country.

Last month, NACS Daily reported that Target is aiming to corner functional and non-alcoholic beverages. “Consumers can explore functional beverages (non-alcoholic drinks that contain ingredients to provide health benefits beyond basic hydration) including Target exclusives like strawberry flavored Bloom colostrum and collagen and Poppi prebiotic cream soda; and non-alcoholic beverages like Bero, a new premium non-alcoholic beer brand co-founded by actor Tom Holland,” said Target.