USA – Spindrift Beverage Co., Inc., the indie brand known for its sparkling water made with real fruit juice, is making a bold return to the soda category with the launch of Spindrift Soda.
The new line, featuring five flavors—Concord Freeze, Ginger Ale, Orange Cream Float, Shirley Temple, and Strawberry Shortcake—will be available online before hitting retail stores later this year.
Spindrift is positioning its latest product as a cleaner, more natural alternative in a category that has seen a surge in functional sodas boasting added benefits such as prebiotics and fiber.
Unlike brands such as Olipop and Poppi, Spindrift’s soda contains no prebiotics or artificial sweeteners, relying instead on 20% not-from-concentrate fruit juice for flavor and natural sweetness.
Each can contains fewer than 8 grams of naturally occurring sugar from fruit.
Return to soda—but with a different approach
This is not Spindrift’s first foray into soda. The company initially launched citrus-based sodas, including Grapefruit and Orange Mango, 15 years ago but discontinued them in 2017 as consumer preference shifted toward seltzers.
Now, with seltzer sales experiencing a decline—sparkling water volumes fell by 4.9% in 2022 and 3% in 2023, according to the Beverage Marketing Corporation—Spindrift is betting on the growing demand for better-for-you sodas.
“We’ve changed the sparkling water aisle, and now we’re ready to do it again in the modern soda aisle,” said Dave Burwick, Spindrift’s newly appointed CEO.
“This is exactly what made me excited to join the company—diving head-first into category-defying products that challenge consumer expectations and reward them with exceptional taste and quality ingredients.”
Founder Bill Creelman emphasized the brand’s commitment to using real ingredients, noting that each can of Orange Cream Float contains juice from nearly three-quarters of an orange.
“Spindrift Soda is our most ambitious product to date,” he said. “For the first time, Drifters can enjoy bold soda flavor without compromising on ingredients.”
The functional soda boom: A competitive landscape
Spindrift’s soda launch comes at a time when functional sodas—beverages marketed as health-conscious alternatives to traditional soft drinks—are experiencing rapid growth.
The global better-for-you beverage market, valued at approximately US$197.3 million in 2023, is projected to reach US$484.0 million by 2034, growing at a compound annual growth rate (CAGR) of 8.5%, according to market research.
Several brands have already carved out space in the functional soda segment. Olipop, one of the category leaders, offers sodas infused with prebiotic fiber from cassava and chicory root, with flavors such as Classic Root Beer and Doctor Goodwin (a Dr Pepper-inspired variant).
Poppi, another major player, is particularly popular among Gen Z consumers for its apple cider vinegar-infused sodas.
Just last month, Talking Rain Beverage Company—the maker of Sparkling Ice—introduced Popwell, a prebiotic and immunity-supporting beverage.
Unlike Spindrift Soda, which focuses on simplicity, Popwell leans into functional benefits, containing fiber, vitamin C, vitamin B, zinc, and antioxidants.
Its lineup includes caffeine-free flavors like Blackberry Lime, Tropical Mango, and Cherry Citrus, as well as caffeinated options like Lemon Lime, Cream Soda, and Orange Cream.
Each can contains just 1 gram of sugar and 6 grams of fiber, amounting to 25% of the recommended daily fiber intake, the company says.
Coca-Cola is also testing the waters in the space, launching Simply Pop in February 2025. Meanwhile, kombucha maker Health-Ade expanded into prebiotic sodas last year with SunSip, signaling the growing mainstream appeal of the category.
Spindrift’s gamble: Will simplicity win?
While many better-for-you sodas tout gut health benefits and fiber content, Spindrift is taking a different approach, positioning itself as a clean-label alternative that avoids the “superfluous ingredients” found in many functional sodas.
This differentiation could appeal to consumers who are skeptical of prebiotic claims or prefer a more natural ingredient list.
The challenge, however, lies in consumer perception. With gut-friendly sodas dominating the conversation, will Spindrift Soda be able to carve out a niche in an increasingly crowded market?
And with private equity firm Gryphon Investors recently acquiring a majority stake in Spindrift, the company’s strategic direction could evolve further.
For now, Spindrift Soda will be available for purchase online through drinkspindrift.com and Amazon before rolling out to retail later this year.
The coming months will reveal whether its bet on simplicity will resonate with health-conscious consumers—or if the trend toward functional beverages will continue to shape the soda aisle.
