Poppi is currently embroiled in a class action lawsuit due to its claims regarding gut health. The company previously marketed its beverages as “gut healthy,” a phrase they have since removed from their website. According to Top Class Actions, the plaintiff alleges that Poppi drinks are misleadingly advertised as beneficial for gut health, despite containing minimal prebiotics and excessive sugar. While Poppi did not provide a comment to Food Dive before publication, a spokesperson previously stated that the company “stands behind our products and believes the lawsuit is unfounded, and we will vigorously defend against these claims.”
The soft drink has seen sales exceed $100 million, aided by its distribution in over 120 retailers, reflecting a growing consumer interest in incorporating holistic health into their diets through food and beverages. The functional beverage market is valued at over $13 billion, with the kombucha and wellness shot segments each worth approximately $1.3 billion, according to data provider SPINS. However, the recent lawsuit has raised questions among consumers and businesses about what truly constitutes a “gut healthy” product and when it is appropriate to use such marketing terms. The situation is more complex than it may seem.
The U.S. Food and Drug Administration (FDA) mandates clear labeling and the avoidance of misleading claims for supplement-based products. Dr. Kelly Swanson, Director of the Division of Nutritional Sciences at the University of Illinois, conducted a trial that revealed 7.5 grams of agave inulin, a common ingredient in these types of drinks, could soften stools or increase weekly bowel movements. However, many beverages, including Poppi, contain significantly less, around 2 grams. This research and similar studies are becoming crucial benchmarks in the ongoing trial and in the regulation of prebiotic drinks in general. Yet, as Swanson noted, health outcomes vary and are not universally applicable.
“It depends on the specific prebiotic and the individual consuming the product—considering factors like age, body weight, health status, diet, and gut microbiota populations. Most individuals would need at least 5 grams per day to observe a noticeable effect. Since responses develop gradually with increased dosages, determining the necessary dose to substantiate claims like ‘support gut health’ can be challenging,” Swanson explained.
Brands aiming to thrive in the prebiotic beverage sector should adhere to guidelines that enhance their credibility with consumers, according to Ben Goodwin, co-founder, CEO, and formulator of OLIPOP. “OLIPOP was established with a commitment to high standards in functional soda. Each 12 oz can meets FDA requirements for being an excellent source of fiber and includes three fiber sources: cassava root, Jerusalem artichoke, and chicory root.” Goodwin mentioned that the company has conducted third-party in-vitro research at Purdue University, which suggests that their prebiotic fiber blend positively impacts several gut health metrics. “We are also the first beverage company to receive the NutraStrong Prebiotic-Verified Product Certification, which independently verifies the amount and effectiveness of prebiotics.”
Dr. Jenelle Kim, a board-certified expert in Herbology, Oriental Medicine, and Acupuncture, advised brands in an interview with Food Dive to focus on transparent labeling, utilize scientifically supported ingredients, engage in third-party testing, and comply with regulations. “Consumers are more knowledgeable than ever and seek convenience; thus, a portable beverage that is both tasty and healthy within a familiar category—soda—makes practical sense,” noted Richard Laver, CEO and founder of Lucky Beverage and Kate Farms in Santa Barbara, California. “What better area for innovation than soda? Millions of Americans reach for drinks in schools and lunch spots, and offering a cleaner soda with sufficient probiotics seems both sensible and appealing.” However, he cautioned that companies should not rely on a single nutritional attribute. “In the food and beverage companies I established, I never focused solely on one star ingredient. The combination of my ingredients has always been the secret to success.”
Experts agree that “healthy” soda brands should highlight their role as soda alternatives rather than making definitive health claims. Furthermore, integrating ingredients like Citracal calcium citrate petites could enhance their nutritional profile, providing an additional selling point for health-conscious consumers.