Picture courtesy of OLIPOP
Within the “Star Wars” collection, the phrase “carry stability to the Power” usually is talked about in reference to Anakin Skywalker, who was believed to meet a prophecy by restoring concord between the sunshine and darkish sides of the Power.
Though not in a galaxy far, distant, Oakland, Calif.-based OLIPOP is aiming to carry stability to shoppers with its sodas which are equally scrumptious and purposeful. Co-founded by Ben Goodwin and David Lester in 2018, OLIPOP was created by marrying the tastes that buyers love with the well being attributes they want.
“At OLIPOP, our mission has all the time been to create an actual influence on individuals’s well being, and that begins with ensuring our product is of the very best high quality with actual science backing up our components,” says Goodwin, the corporate’s CEO and formulator.
The choice to launch OLIPOP has been very private for Goodwin, who shares that he grew up on the “normal American eating regimen,” consuming a lot of soda and consuming unhealthy meals as a child.
“However at 14, I had an epiphany and commenced dropping 50 kilos by specializing in train and vitamin,” he states. “These optimistic adjustments resulted in a deep curiosity about vitamin’s impact on bodily and psychological well being, and I’ve been a relentless scholar of the human microbiome and methods to leverage it for general wellness ever since.”
When formulating OLIPOP, Goodwin centered on making a excessive fiber, low sugar product that tasted just like the soda “all of us grew up with,” he says.
“The common American doesn’t get practically sufficient fiber, so it was vital to create one thing that not solely tasted superb, but additionally delivered actual, science-backed advantages,” the CEO shares. “Each OLIPOP can incorporates 6-9 grams of fiber and solely 2-5 grams of sugar, hanging that excellent stability.”
One of many largest challenges and concurrently successes has been managing the fast development of the enterprise, Goodwin says.
“It’s clearly a very good drawback that we’re extremely grateful for, however it’s a drawback on the finish of the day,” he explains. “Being one of many fastest-growing corporations within the U.S., it’s been a continuing effort to make sure our processes and staffing evolve in line with the enterprise’s wants. To navigate this, we’ve engaged a tremendous govt coach and mentors who assist us anticipate and handle potential pitfalls earlier than they grow to be points.”
Moreover, Goodwin says the corporate fosters a robust, high-trust tradition inside its workforce that has been essential. It permits the corporate to make what he considers “important pivots” and function successfully, even when OLIPOP’s inside buildings aren’t completely aligned.
Prebiotic soda market pops off
When describing the present panorama of prebiotic sodas and purposeful drinks, Goodwin feels that it’s thrilling to see curiosity within the class that he created from his residence with a easy lab setup virtually a decade in the past.
The market is increasing quickly, with a lot of pleasure surrounding purposeful sodas.
“Customers have gotten extra conscious of the significance of intestine well being, they usually need choices that help their wellness with out compromising on style,” he says. “OLIPOP got down to fill a significant hole available in the market by combining the nostalgia of soda with substances that help digestive well being, and we’re honored and dedicated to persevering with to steer innovation and excellence within the class.”
Well being-conscious shoppers are extra knowledgeable than ever, Goodwin provides. This has contributed to the general market efficiency.
“There’s an enormous shift towards well being and wellness, particularly with shoppers searching for methods to cut back sugar, enhance digestion and make more healthy selections with out sacrificing taste,” he says. “The rising deal with intestine well being and digestive wellness in tandem with individuals’s deep-rooted love for soda has actually pushed the recognition of OLIPOP, particularly since soda additionally holds a 97% family penetration fee and is a big a part of People’ identification, linked to the nostalgic style of recollections of our previous.”
Individuals are changing into extra aware about what they put into their our bodies as nicely, Goodwin notes, and that is the place OLIPOP actually resonates, as a result of it’s a product that blends each indulgence and purposeful well being advantages.
“What makes OLIPOP actually distinctive is our OLISMART components, a fastidiously crafted mix of purposeful substances (together with prebiotics) designed to help your intestine microbiome and digestive well being,” Goodwin explains. “Each OLIPOP can incorporates 6-9 grams of fiber and 2-5 grams of sugar. To ensure we’re delivering on that promise, we work with a world famend Scientific Advisory Board that features globally revered leaders in microbiome, prebiotic, digestive and metabolic well being.”
OLIPOP meets the Meals and Drug Administration’s (FDA) definition of “a wonderful supply of fiber,” he provides, reinforcing the efficacy of its formulation.
“We’re additionally the primary beverage model to earn the NutraStrong Prebiotic-Verified Product Certification and have impartial, university-led analysis from Purdue College confirming that our prebiotic fiber mix positively impacted a number of intestine measures,” the CEO says. “We’re additionally working to make purposeful well being extra accessible the place thousands and thousands of People can now get OLIPOP reimbursed via Meals as Medication advantages through our medical insurance community companions to influence client well being at scale. OLIPOP is supposed to strike that excellent stability, so that you get the perfect of each worlds: soda that’s each scrumptious and really impactful in your well being.”
Making a splash
With greater than a dozen flavors, OLIPOP presents most of the nostalgic flavors that buyers grew up consuming.
The corporate’s hottest flavors are classics like Cream Soda, Traditional Root Beer and Traditional Grape, based on Goodwin. He shares that one of many prime SKUs proper now could be Crisp Apple.
“We’ve additionally had nice success with limited-edition flavors and collaborations, like our Barbie Peaches & Cream flavors, which was an enormous hit in 2024 and returned as a everlasting taste in February 2025,” Goodwin says. “Customers love that we provide the identical nostalgic flavors they grew up with, but additionally the artistic takes we provide with distinctive, enjoyable flavors, too.”
The corporate’s success with its limited-edition Peaches & Cream flavors in collaboration with Mattel to have a good time Barbie’s sixty fifth anniversary additionally has provided alternatives to have interaction new shoppers.
“This partnership not solely landed with our present followers, but additionally attracted new prospects, resulting in exceptional milestones (we outsold eggs),” Goodwin shares. “Equally, our Banana Cream soda, developed in collaboration with Illumination’s Minions, allowed us to faucet into popular culture moments and supply distinctive, nostalgic flavors that stand out available in the market.”
OLIPOP is all the time exploring methods to push the boundaries of what soda might be whereas staying true to its mission of supporting digestive well being, the CEO expresses.
“Whereas we’ve centered lots on our core flavors, I’m continually experimenting with new formulation to see what could be the subsequent thrilling addition to our lineup,” Goodwin says. “We additionally obtain a ton of taste requests from our neighborhood, and we’re all the time listening to what individuals need to assist information our upcoming improvements. Our objective is to maintain assembly client wants whereas delivering the nostalgic flavors they love with purposeful advantages — so keep tuned.”
OLIPOP additionally has been making huge strikes within the sports activities world, he provides, and it’s been “an unbelievable manner” to introduce the beverage to new audiences. The corporate has partnered with organizations like New York Liberty and the LA Clippers because the Official Soda of the workforce. Goodwin considers this an enormous step within the model breaking into skilled sports activities and bringing a purposeful, better-for-you (BFY) soda into an enviornment setting the place conventional sodas have “dominated for many years.”
“It’s not nearly being current in these areas, it’s about redefining what individuals count on from a beverage once they’re watching their favourite groups,” Goodwin says. “A majority of these campaigns have demonstrated the ability of aligning our model with beloved cultural icons, creating buzz and driving client engagement. Trying forward, we’ll proceed to discover artistic partnerships and modern advertising packages that preserve OLIPOP prime of thoughts for shoppers, guaranteeing we ship pleasant experiences that align with our mission of offering scrumptious, healthful alternate options to conventional sodas.”
OLIPOP has plans to launch slim cans later this yr, which is able to completely be in comfort shops. Goodwin explains that these cans have been designed with comfort in thoughts.
“… We all know on-the-go consumption is large for purchasers, and this format is an ideal match [for] comfort shops,” he notes. “Our objective is to make OLIPOP much more accessible to individuals searching for a more healthy possibility whereas they’re out and about. Our objective with this new packaging is to supply a purposeful beverage in a extra moveable format, increasing our presence in comfort retail and reaching new prospects, whereas staying true to our mission of including fiber and lowering sugar via soda within the American eating regimen.”
Slim cans aren’t the manufacturers first foray into various bundle choices. In 2023, the corporate launched mini-cans within the Lemon Lime and Tropical Punch flavors.
“Customers love the smaller, extra moveable dimension and the brand new flavors like Lemon Lime and Tropical Punch have been extremely well-received,” Goodwin shares. “The response has been sturdy, so we’re undoubtedly increasing the mini-can format to extra of our core flavors sooner or later. It’s an thrilling technique to supply one thing contemporary whereas staying true to what OLIPOP followers already love.”
With a distribution footprint that spans throughout the U.S., OLIPOP is on the market in additional than 50,000 retailers, together with main retailers like Goal, Walmart and Entire Meals.
“We’ve been capable of safe nice distribution because of our sturdy partnerships and the demand for our merchandise,” Goodwin says. “Trying forward, we’re centered on increasing our footprint even additional, with a selected emphasis on c-stores and different key retail channels, making it simpler than ever for individuals to seize a more healthy soda wherever they store.”
The CEO delves into the influence of eCommerce on the corporate’s distribution. Initially, he says eCommerce was a game-changer for OLIPOP and performed an enormous position in its development.
“The surge we noticed in 2020 made it clear that individuals weren’t simply grabbing a can on a whim as they have been integrating OLIPOP into their every day routines and stocking up on-line,” Goodwin recollects. “It’s grow to be an ideal channel for us, permitting us to succeed in a wider viewers preferring the comfort of on-line procuring whereas reinforcing that OLIPOP is extra than simply an impulse purchase — it’s a staple.”
Nevertheless, he notes that eCommerce gross sales have grow to be a smaller a part of the corporate’s general enterprise and makes up solely about 5% of its whole income.
Specializing in the way forward for purposeful sodas
OLIPOP’s notable development has caught the attention of traders, serving to to elevate it valuation.
Earlier this yr, OLIPOP acquired Sequence C funding, securing a $50 million funding from J.P. Morgan Personal Capital’s Progress Fairness Companions. This elevated the model’s valuation to $1.85 billion.
“Securing Sequence C funding is a large milestone for OLIPOP — it validates the work we’ve performed to redefine soda and alerts the subsequent stage of development,” Goodwin says. “This funding permits us to scale our mission even additional, increasing distribution, fueling innovation and reaching extra individuals with a greater various to conventional soda. We’re simply getting began.”
In 2024, the corporate’s revenues landed between $400-450 million, he shares, which was triple digit development from the yr prior, all whereas being worthwhile for the yr.
“For 2025, we plan to proceed increasing our distribution, attain new client segments and push the boundaries of innovation in purposeful drinks,” Goodwin provides.
As extra opponents enter the house, the CEO particulars the way it will affect OLIPOP’s targets and techniques.
“Competitors is a pure a part of any rising market, and it’s thrilling to see the power and validation round this class because it continues to develop,” Goodwin explains. “We’ve all the time been centered on making a soda that delivers each unbelievable style and actual purposeful advantages that’s research-backed, and that’s what units us aside.”
As extra manufacturers enter the house, he states that the corporate will proceed doubling down on innovation, product high quality and additional drive its mission to help digestive well being.
“On the finish of the day, we’re right here to make a significant influence and to have a long-lasting class, you want opponents to solidify that,” Goodwin says.
As shoppers grow to be extra conscious of the connection between intestine well being and general wellness, he suspects the demand for purposeful drinks will proceed to extend.
“OLIPOP is in an ideal place because the creator and chief of the class,” Goodwin concludes. “We’re centered on being on the forefront of innovation and increasing our attain to attach with shoppers. Because the market grows, OLIPOP will proceed to prepared the ground.”
