The Rise of Functional Beverages: Poppi, Olipop, and the $10 Billion Gut Health Boom (CEO Today)

Functional beverages are redefining the wellness market, with brands like Poppi and Olipop at the forefront of a $10 billion gut health movement. These drinks—marketed as prebiotic sodas—promise benefits like better digestion and improved energy, though scientific backing remains sparse. Poppi uses minimal apple cider vinegar and relies heavily on vibrant branding and celebrity endorsements to appeal to wellness-conscious consumers. Olipop takes a more clinical tone, offering 9g of fiber and botanical extracts, yet still operates in a gray zone when it comes to health claims.