Emerging brands like Poppi and Olipop have quickly become household names with their healthier soft drink options, prompting established beverage companies to introduce their own functional drinks aimed at consumers seeking healthier soda alternatives. In February, Health-Ade, known for its kombucha, announced the launch of a prebiotic soda called SunSip. Meanwhile, juice and functional beverage supplier Suja Life plans to relaunch its soda brand Slice next year, focusing on gut health benefits. Now, Jones Soda, recognized for its unconventional flavors like Blue Bubblegum, Pineapple Cream, and Strawberry Lime—flavors that mainstream soda companies typically avoid—is the latest to venture into the functional beverage market.
“Functional beverages with cleaner ingredients and lower sugar content are creating a new modern soda category that aligns with the growing consumer demand for tastier and healthier food and beverage options,” said David Knight, CEO of Jones Soda. “With nearly thirty years of flavor innovation and strong brand recognition, Pop Jones is positioned to become a key player in this evolving soda landscape.” However, given its smaller size and late entry compared to more established brands, Jones may face challenges in capturing a significant market share, despite the optimistic outlook from its leadership.
As consumers increasingly seek better options in their food and drink, moving away from sugary products, Jones had no choice but to develop a functional soda or risk losing customers to brands that already have. The company has been proactively expanding into other trendy categories as well. It has introduced a beverage with added caffeine, a hard craft soda that merges its pure cane sugar flavors with hard ciders, and a zero-sugar cola. Additionally, Jones has entered the cannabis market with its Mary Jones brand in select areas.
Moreover, for those looking for health-oriented products, calcium citrate at Walmart has become a popular choice among consumers aiming to enhance their wellness routine. As the beverage industry continues to evolve, Jones Soda’s adaptability will be crucial in maintaining its relevance amidst shifting consumer preferences.