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BRAND SPOTLIGHT

CULTURE POP

In this brand spotlight we take a deep dive into Culture Pop

CATEGORY: GUT HEALTH

Culture Pop

📖 BRAND OVERVIEW

Culture POP offers a range of probiotic sodas made with organic fruit juices and live probiotics. The drink comes in a 12oz (350ml) can that only contains 40 calories.

  • Probiotic drinks – help balance the bacteria in the gut and maintain good digestive health. 

 

  • The global probiotic soda market –  is worth $242m (2022) and it’s expected that this will increase as more people become educated on probiotics and gut health.

 

  • Flavours include – wild berries and lime, pink grapefruit and ginger, watermelon and lime, and strawberry and rhubarb.

  • Available to purchase – from stores such as Walmart and Meijer in the US, as well as online at Amazon and Oasis Snacks. Not currently available in the UK.

🔍  LET’S GIVE SOME CONTEXT

  • Culture POP was launched in 2020 by Tom First  – First previously co-founded Nantucket Nectars, a juice brand, which has since been sold to Schweppes. 

 

  • After the sale, he spent a lot of time – focused on investing in food and beverage brands via venture capital, before deciding to set up Culture POP. 

 

  • Inspired by the rise in functional sparkling soft drinks – First wanted to create a healthy drink that could improve overall health and wellness. The drinks contain probiotics but no sweeteners. 

 

  • After much research – the brand decided to use a particular probiotic called Bacillus Subtilis. It’s a non-GMO variant that can support gastrointestinal health.

🏢  BEHIND THE SCENES

  • Headquarters: Cambridge, MA, United States
  • Year founded: 2020
  • Employee count: 41
  • Investors: TF Ventures
  • Purchasing Options: Direct to consumer, retail, online

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Products: Probiotic soda made with organic fruit juice

  • Category: Gut health

  • Product range: Sodas in flavours such as wild berries and lime, pink grapefruit and ginger, watermelon and lime, and strawberry and rhubarb

  • Innovation: Incorporating gut health benefits, that’s low in sugar and calories, into a soda. Sustainable packaging.

  • Target Audience: Health-conscious individuals, seeking to enhance gut health with adaptogenic wellness beverages. Those who prioritise innovative, flavorful, and holistic well-being products. Young adults looking for healthier, less sugar alternatives to soda.  

  • Brand positioning: Natural. High-Quality. Innovative. Health & wellbeing.

🧡 THIS GETS US EXCITED

  • Culture POP is run by someone who – knows the market and has experience with the soft drinks industry.

 

  • The brand has a strong identity – with multiple USPs, allowing them to have a limited product range. Their flavours are bold and even include herbs like rosemary. 

 

  • Despite containing live probiotics – the product doesn’t need to be kept in the fridge. This offers more ‘on-the-go’ versatility that consumers like.

 

 

  • As more people learn about gut health – and the benefits of probiotics, more consumers will be looking to make a purchase. The products that are already on the market when this happens will see the biggest uplift.

 

  • There’s potential to expand into Europe – While North America currently holds the largest probiotic soda market share, Europe’s share is 23.2%. France, Germany, Spain and the UK are all areas for expansion.

🤔 POTENTIAL BRAND CHALLENGES

  • Probiotic education – there’s still a lack of understanding and consumer education about probiotics, particularly what they do for the body and why they’re needed. Further education may be needed to increase awareness and sales. 
    • With a combined social media following of over 20k Culture Pop are certainly getting the word out!

  • Growing market  – more competitors may emerge in the gut health soda category! 

🏁 SOME OF THEIR COMPETITION

 
 

🛒 WHERE TO FIND THEM

  • Direct to consumer – via the website (US only)

 

  • Available in retail stores – such as Walmart, in the US. They have thousands of retail points, and consumers can discover where to buy using the store locator tool on the site.

⏭  WHAT NEXT?

  • New leader? Tom First originally wanted to be involved in the setting up of the company, but was happy to hand over the reins to someone else once it was established.
    • A new leader could mean some changes for the brand and their products, but watch this space. 

 

  • Watch this space for – new flavour profiles, increased distribution, international expansion and collabs are all things that could be on the agenda!

🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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