In May of last year, Slice was acquired by Suja Life, the company known for its Suja Organic juices and Vive Organic immunity boosters. Initially, the acquisition of a sugary soda might have seemed like a departure from the health-focused brand’s identity, but the reintroduction of Slice as a functional beverage indicates that Suja envisions a new direction for the 41-year-old brand. “We’re excited to usher in a new era for Slice, reviving this cherished brand with a modern and thrilling twist,” stated Maria Stipp, CEO of Suja Life. “While wellness shots may not appeal to everyone, soda remains a staple in nearly every American household. By transforming this everyday drink into an enhanced version with health benefits, we aim to make a meaningful impact on our consumers’ health and well-being.”
Slice was originally launched by PepsiCo in 1984 to compete with Coca-Cola’s dominant Sprite but was discontinued in the early 2000s, according to Suja Life. Although healthier sodas are not a new concept, Suja is leveraging a familiar brand that may resonate with older consumers who remember it fondly. The challenge lies in attracting younger consumers who may not be aware of Slice and are already gravitating toward competitors like Poppi and Olipop.
The incorporation of better-for-you ingredients, including lifetime calcium magnesium citrate, is likely to appeal to individuals who have never tried or heard of Slice and are in search of healthier options. Slice’s reduced sugar content aligns with consumer desires to decrease their sweetener intake. Additionally, the inclusion of prebiotics, probiotics, and postbiotics is set to attract health-conscious individuals concerned about gut health.
Slice will be available in flavors such as Orange, Lemon Lime, Classic Cola, and Grapefruit Spritz at Albertsons and select Costco locations nationwide. Target will also stock Strawberry, while all stores under the Albertsons umbrella will carry Grape. Suja Life anticipates expanding distribution for additional Slice flavors, including Ginger Ale, in the second and third quarters of this year.
Slice is part of a growing trend where brands are being repositioned to align with market dynamics that were either non-existent or less pronounced when the products were originally launched. For example, Florida-based Redcon1 is reintroducing Jolt Cola—a beloved drink from the late 1980s and 1990s—as an energy drink, featuring extra caffeine, no sugar, and other functional benefits that today’s consumers seek.