OLIPOP blends indulgence, functionality with prebiotic soda portfolio

In the “Star Wars” series, the phrase “bring balance to the Force” often is mentioned in reference to Anakin Skywalker, who was believed to fulfill a prophecy by restoring harmony between the light and dark sides of the Force.

Although not in a galaxy far, far away, Oakland, Calif.-based OLIPOP is aiming to bring balance to consumers with its sodas that are equally delicious and functional. Co-founded by Ben Goodwin and David Lester in 2018, OLIPOP was created by marrying the tastes that consumers love with the health attributes they need.

“At OLIPOP, our mission has always been to create a real impact on people’s health, and that starts with making sure our product is of the highest quality with real science backing up our formula,” says Goodwin, the company’s CEO and formulator.

The decision to launch OLIPOP has been very personal for Goodwin, who shares that he grew up on the “standard American diet,” drinking lots of soda and consuming unhealthy foods as a kid.

“But at 14, I had an epiphany and began losing 50 pounds by focusing on exercise and nutrition,” he states. “These positive changes resulted in a deep curiosity about nutrition’s effect on physical and mental health, and I’ve been a relentless scholar of the human microbiome and ways to leverage it for overall wellness ever since.”

When formulating OLIPOP, Goodwin focused on creating a high fiber, low sugar product that tasted like the soda “we all grew up with,” he says.

“The average American doesn’t get nearly enough fiber, so it was important to create something that not only tasted amazing, but also delivered real, science-backed benefits,” the CEO shares. “Every OLIPOP can contains 6-9 grams of fiber and only 2-5 grams of sugar, striking that perfect balance.”

One of the biggest challenges and simultaneously successes has been managing the rapid growth of the business, Goodwin says.

“It’s obviously a really good problem that we are incredibly grateful for, but it is a problem at the end of the day,” he explains. “Being one of the fastest-growing companies in the U.S., it’s been a constant effort to ensure our processes and staffing evolve in step with the business’s needs. To navigate this, we’ve engaged an amazing executive coach and mentors who help us anticipate and address potential pitfalls before they become issues.”

Additionally, Goodwin says the company fosters a strong, high-trust culture within its team that has been crucial. It allows the company to make what he considers “critical pivots” and operate effectively, even when OLIPOP’s internal structures aren’t perfectly aligned.

Prebiotic soda market pops off

When describing the current landscape of prebiotic sodas and functional beverages, Goodwin feels that it is exciting to see interest in the category that he created from his home with a simple lab setup almost a decade ago.

The market is expanding rapidly, with lots of excitement surrounding functional sodas.

“Consumers are becoming more aware of the importance of gut health, and they want options that support their wellness without compromising on taste,” he says. “OLIPOP set out to fill a major gap in the market by combining the nostalgia of soda with ingredients that support digestive health, and we’re honored and committed to continuing to lead innovation and excellence in the category.”

Health-conscious consumers are more informed than ever, Goodwin adds. This has contributed to the overall market performance.

“There’s a huge shift toward health and wellness, especially with consumers looking for ways to reduce sugar, improve digestion and make healthier choices without sacrificing flavor,” he says. “The growing focus on gut health and digestive wellness in tandem with people’s deep-rooted love for soda has really driven the popularity of OLIPOP, especially since soda also holds a 97% household penetration rate and is a large part of Americans’ identity, linked to the nostalgic taste of memories of our past.”

People are becoming more mindful about what they put into their bodies as well, Goodwin notes, and this is where OLIPOP really resonates, because it is a product that blends both indulgence and functional health benefits.

“What makes OLIPOP truly unique is our OLISMART formula, a carefully crafted blend of functional ingredients (including prebiotics) designed to support your gut microbiome and digestive health,” Goodwin explains. “Every OLIPOP can contains 6-9 grams of fiber and 2-5 grams of sugar. To make sure we’re delivering on that promise, we work with a world renowned Scientific Advisory Board that includes globally respected leaders in microbiome, prebiotic, digestive and metabolic health.”

OLIPOP meets the Food and Drug Administration’s (FDA) definition of “an excellent source of fiber,” he adds, reinforcing the efficacy of its formulation.

“We’re also the first beverage brand to earn the NutraStrong Prebiotic-Verified Product Certification and have independent, university-led research from Purdue University confirming that our prebiotic fiber blend positively impacted multiple gut measures,” the CEO says. “We’re also working to make functional health more accessible where millions of Americans can now get OLIPOP reimbursed through Food as Medicine benefits via our health insurance network partners to impact consumer health at scale. OLIPOP is meant to strike that perfect balance, so you get the best of both worlds: soda that is both delicious and actually impactful for your health.”

Making a splash

With more than a dozen flavors, OLIPOP offers many of the nostalgic flavors that consumers grew up drinking.

The company’s most popular flavors are classics like Cream Soda, Classic Root Beer and Classic Grape, according to Goodwin. He shares that one of the top SKUs right now is Crisp Apple.

“We’ve also had great success with limited-edition flavors and collaborations, like our Barbie Peaches & Cream flavors, which was a huge hit in 2024 and returned as a permanent flavor in February 2025,” Goodwin says. “Consumers love that we offer the same nostalgic flavors they grew up with, but also the creative takes we offer with unique, fun flavors, too.”

The company’s success with its limited-edition Peaches & Cream flavors in collaboration with Mattel to celebrate Barbie’s 65th anniversary also has offered opportunities to engage new consumers.

“This partnership not only landed with our existing fans, but also attracted new customers, leading to remarkable milestones (we outsold eggs),” Goodwin shares. “Similarly, our Banana Cream soda, developed in collaboration with Illumination’s Minions, allowed us to tap into pop culture moments and offer unique, nostalgic flavors that stand out in the market.”

OLIPOP is always exploring ways to push the boundaries of what soda can be while staying true to its mission of supporting digestive health, the CEO expresses.

“While we’ve focused a lot on our core flavors, I’m constantly experimenting with new formulation to see what might be the next exciting addition to our lineup,” Goodwin says. “We also receive a ton of flavor requests from our community, and we’re always listening to what people want to help guide our upcoming innovations. Our goal is to keep meeting consumer needs while delivering the nostalgic flavors they love with functional benefits — so stay tuned.”

OLIPOP also has been making big moves in the sports world, he adds, and it is been “an incredible way” to introduce the beverage to new audiences. The company has partnered with organizations like New York Liberty and the LA Clippers as the Official Soda of the team. Goodwin considers this a huge step in the brand breaking into professional sports and bringing a functional, better-for-you (BFY) soda into an arena setting where traditional sodas have “dominated for decades.”

“It’s not just about being present in these spaces, it’s about redefining what people expect from a beverage when they’re watching their favorite teams,” Goodwin says. “These types of campaigns have demonstrated the power of aligning our brand with beloved cultural icons, creating buzz and driving consumer engagement. Looking ahead, we’ll continue to explore creative partnerships and innovative marketing programs that keep OLIPOP top of mind for consumers, ensuring we deliver delightful experiences that align with our mission of providing delicious, healthful alternatives to traditional sodas.”

OLIPOP has plans to release slim cans later this year, which will exclusively be in convenience stores. Goodwin explains that these cans were designed with convenience in mind.

“… We know on-the-go consumption is huge for customers, and this format is a perfect fit [for] convenience stores,” he notes. “Our goal is to make OLIPOP even more accessible to people looking for a healthier option while they’re out and about. Our goal with this new packaging is to offer a functional beverage in a more portable format, expanding our presence in convenience retail and reaching new customers, while staying true to our mission of adding fiber and reducing sugar through soda in the American diet.”

Slim cans aren’t the brands first foray into alternative package options. In 2023, the company introduced mini-cans in the Lemon Lime and Tropical Punch flavors.

“Consumers love the smaller, more portable size and the new flavors like Lemon Lime and Tropical Punch have been incredibly well-received,” Goodwin shares. “The response has been strong, so we’re definitely looking at expanding the mini-can format to more of our core flavors in the future. It’s an exciting way to offer something fresh while staying true to what OLIPOP fans already love.”

With a distribution footprint that spans across the U.S., OLIPOP is available in more than 50,000 retailers, including major retailers like Target, Walmart and Whole Foods.

“We’ve been able to secure great distribution thanks to our strong partnerships and the demand for our products,” Goodwin says. “Looking ahead, we’re focused on expanding our footprint even further, with a particular emphasis on c-stores and other key retail channels, making it easier than ever for people to grab a healthier soda wherever they shop.”

The CEO delves into the impact of eCommerce on the company’s distribution. Initially, he says eCommerce was a game-changer for OLIPOP and played a huge role in its growth.

“The surge we saw in 2020 made it clear that people weren’t just grabbing a can on a whim as they were integrating OLIPOP into their daily routines and stocking up online,” Goodwin recalls. “It’s become a great channel for us, allowing us to reach a wider audience who prefer the convenience of online shopping while reinforcing that OLIPOP is more than just an impulse buy — it’s a staple.”

However, he notes that eCommerce sales have become a smaller part of the company’s overall business and makes up only about 5% of its total revenue.

Focusing on the future of functional sodas

OLIPOP’s notable growth has caught the eye of investors, helping to lift it valuation.

Earlier this year, OLIPOP received Series C funding, securing a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners. This increased the brand’s valuation to $1.85 billion.

“Securing Series C funding is a huge milestone for OLIPOP — it validates the work we’ve done to redefine soda and signals the next stage of growth,” Goodwin says. “This investment allows us to scale our mission even further, expanding distribution, fueling innovation and reaching more people with a better alternative to traditional soda. We’re just getting started.”

In 2024, the company’s revenues landed between $400-450 million, he shares, which was triple digit growth from the year prior, all while being profitable for the year.

“For 2025, we plan to continue expanding our distribution, reach new consumer segments and push the boundaries of innovation in functional beverages,” Goodwin adds.

As more competitors enter the space, the CEO details how it will influence OLIPOP’s goals and strategies.

“Competition is a natural part of any growing market, and it’s exciting to see the energy and validation around this category as it continues to grow,” Goodwin explains. “We’ve always been focused on creating a soda that delivers both incredible taste and real functional benefits that is research-backed, and that’s what sets us apart.”

As more brands enter the space, he states that the company will continue doubling down on innovation, product quality and further drive its mission to support digestive health.

“At the end of the day, we’re here to make a meaningful impact and to have a long-lasting category, you need competitors to solidify that,” Goodwin says.

As consumers become more aware of the connection between gut health and overall wellness, he suspects the demand for functional beverages will continue to increase.

“OLIPOP is in a great position as the creator and leader of the category,” Goodwin concludes. “We’re focused on being at the forefront of innovation and expanding our reach to connect with consumers. As the market grows, OLIPOP will continue to lead the way.”