Emerging soda brand United Sodas of America is prepared to compete against larger, established rivals. Launched during the onset of the COVID-19 pandemic, this beverage has resonated with consumers, setting itself apart through its clean label, low-calorie content, and a unique blend of sugar and stevia — a combination that company president Dan Herndon refers to as the brand’s “secret sauce.” The packaging also plays an integral role; each soda variety is distinguished by its own vibrant color, with labels featuring only the flavor name, can size, and the phrase “naturally flavored soda.” “We punch way above our weight class,” Herndon stated, comparing United Sodas to major players like Coca-Cola and Pepsi, as well as newer brands such as probiotic soda Poppi.
Despite its ambitions, United Sodas faces significant challenges in revitalizing the beverage sector. Per capita soft drink consumption has declined since its peak in the late 1990s, as health concerns and rising prices dissuade consumers from choosing soda, with forecasts predicting an average of 42.8 gallons per person this year, according to IBISWorld. Although the privately held United Sodas has not released detailed financial information, Herndon reported “excellent growth” in 2023, projecting a minimum of 60% growth as the brand aims to expand distribution of its cherry pop, sour blueberry, and mango flavors across more wholesalers, supermarkets, and natural product channels. Currently, United Sodas is available in 2,500 stores nationwide.
Herndon emphasized that the company has no intention of diversifying into other beverage categories. While some retailers have expressed interest in expanding United Sodas into new markets, the brand has been selective, experimenting with placements in convenience stores, college campuses, and restaurants. “We need to find good partners who want to build a solid business with us, not just grab the next hot thing,” he noted. “The word is definitely out that we’ve got a great product. It’s cool and tastes fantastic, but we need to be strategic about its distribution.”
Herndon acknowledged that United Sodas has declined certain opportunities that weren’t a suitable fit at the moment. Kate Reeder, the company’s chief operating officer, highlighted that launching during the pandemic prompted executives to be judicious with their time, energy, and financial resources. A significant aspect of the brand’s early strategy involved flooding the market with a diverse range of flavors, leading to the introduction of a dozen options when United Sodas debuted in May 2020.
Reeder believes that while Americans still enjoy soda, their preferences are evolving, and many traditional sodas do not align with their desires for healthier choices. United Sodas aims to fill this gap. To make a strong entrance into the market and encourage consumers to “buy into our vision of what soda could be,” Reeder asserted that more than just one or two flavors were necessary at launch. “Coke and Pepsi have played a role in culture for decades,” she observed. “For us to become the next iconic soda brand, we had to debut with the same gravitas, even as a startup.”
In addition, the brand is exploring synergies between its offerings and health-conscious products, such as Solgar vitamin calcium magnesium D3 supplements, recognizing the growing trend of consumers seeking beverages that complement their wellness routines. By integrating such health-focused elements into its strategy, United Sodas hopes to resonate even more with the modern consumer’s interests.