The “Healthy” brand image strategy – why is Coca-Cola launching ‘Simply Pop’?

Last week, global media reported that Coca-Cola is introducing Simply Pop, a gut-friendly carbonated drink. Another giant in the beverage and food industry has thus joined the movement towards a healthier lifestyle. But what drives the world’s largest food corporations to make such decisions?

The global food market must demonstrate not only heightened awareness but also remarkable flexibility in the products it offers consumers. This is especially crucial in today’s world, where an increasing number of consumers are paying close attention to what they buy.

Why and How Should Brands Invest in Healthy Food?

Changing Consumer Habits

Millennials (Generation Y) and Generation Z now make up a significant portion of the population and hold substantial purchasing power. Their values play a crucial role in shaping the food industry. While these generations value convenience, just like their predecessors, they are also much more conscious about the products they consume. They read labels more frequently and seek information about how food is produced.

As early as 2016, a Nielsen study confirmed this trend: 81% of millennials actively seek out products with health benefits, while 73% choose brands associated with sustainability and positive social and environmental impact—even if it means paying more. Meanwhile, according to Retail TouchPoints, 75% of Generation Z considers sustainability an important factor in their purchasing decisions.

This shift in consumer preferences highlights a growing priority on health and well-being. As a result, the demand for brands offering not only tasty but also healthier products continues to rise.

The Link Between Food and Health

However, the trend toward healthier food isn’t limited to younger generations, which food companies must take into account. Consumers increasingly recognize the direct connection between what they eat and their overall health. They understand that diet-related illnesses can lead to high healthcare costs—many of which could be prevented through healthier eating choices.

This growing awareness compels brands to expand their product offerings by introducing healthier alternatives or entirely new products. Many food companies have responded to this trend by launching “healthier and lighter” versions of their products, free from preservatives and artificial colorings, or by adding more fruit and vegetable-based ingredients to their lines.

New Marketing Strategies

Producers of (healthy) food are facing intense and ever-growing competition. How can brands stand out and connect with their target audience in an increasingly crowded market? One way is by implementing new marketing strategies that enhance credibility and expand their reach.

To strengthen their messaging and establish direct connections with consumers, companies should promote their healthy products in places where they naturally fit into everyday choices—on (D)OOH media in medical facilities (focused on health), in office buildings where people work and make purchasing decisions, as well as in fitness clubs and universities. Complementing this strategy are social media and influencer partnerships, which help build genuine engagement and effectively reach health-conscious consumers.

Advertisements that incorporate the latest research findings and facts about their positive impact on society and the environment align perfectly with the values of modern consumers.

Content Marketing

A compelling narrative that educates consumers about the benefits of healthy eating and inspires them to make better choices is a powerful way to build trust and loyalty. More importantly, it encourages consumers to identify with the brand’s ethos and values. By fostering this connection, brands can position themselves as the best choice for their audience.

Consumers are more likely to choose brands that demonstrate genuine commitment to their well-being and provide valuable insights on how to lead a healthier lifestyle.

A Win-Win Strategy

These strategies and trends present a significant opportunity for every company—especially for those brands that are widely recognized, highly popular, and frequently purchased, yet often perceived as not entirely healthy. Launching a healthier version of a product not only enhances the brand’s appeal but also strengthens its credibility in terms of consumer well-being.

This is precisely the path Coca-Cola has taken with the launch of Simply Pop, a gut-friendly prebiotic soda available in five fruit flavors. Initially, the product will debut in the U.S., hitting the West Coast, the Southeast, and online via Amazon Fresh. However, thanks to an extensive marketing campaign, it is already generating buzz.

According to Coca-Cola, the new beverage was introduced for several key reasons:

• Expanding the Product Line – Prebiotic sodas, marketed as “gut-healthy,” are growing in popularity.
• Consumer Health Benefits – The fruit-flavored soda line aims to fill the prebiotic soft drink category. Each can contain six grams of prebiotic fiber to support gut health, along with vitamin C and zinc for immune support, as stated in the company’s announcement.
• Meeting Consumer Needs – Becca Kerr, Senior Vice President of Nutrition at Coca-Cola, emphasized that the company considered consumer preferences while developing Simply Pop. “We found that consumers, especially Gen Z and millennials focused on health, were highly interested in juices and prebiotic sodas.”
• Competitive Positioning – Coca-Cola introduced its own prebiotic soda line, Simply Pop, to compete with trendy gut-health drinks like Olipop and Poppi. The company highlights on its website that Simply Pop is the “first-ever prebiotic soda made with real fruit juice.”

Adapting to Changing Consumer Expectations

In today’s market, food and beverage brands often struggle to reach consumers in new ways. Many opt to reformulate their existing products into “light,” gluten-free, or sugar-free versions, while others develop entirely new “healthy” offerings, free from artificial ingredients and enriched with natural components.

This ongoing transformation shows that food and beverage manufacturers are making continuous efforts to stay relevant, align with the latest trends, and cater to evolving consumer values and needs.

Sources:
🔗 Nielsen Report
🔗 Retail TouchPoints