Bloom Nutrition, the wellness brand founded by Mari Llewellyn, a fitness and wellness influencer-turned-entrepreneur, is expanding into a new category — one that’s picking up steam this year: low-sugar, functional soda.

Enter Bloom Pop, a better-for-you, gut-supporting twist on traditional soda, unveiled at Expo West 2025, the West Coast’s annual natural and organic products trade show.

“What we do best at Bloom is reimagine wellness essentials with flavor and function,” Bloom co-founder Mari Llewellyn said. “Made with a scientifically-backed prebiotic and flavor we’ve perfected, Bloom Pop is our answer to what our fans feel the modern soda category is missing: a truly tasty and functional drink. We will continue to reach our community as we always have—by making it easier for them to bloom into their best selves.”

The new functional sodas will launch in five flavors, including Shirley Temple, Raspberry Lemon and Orange, and are expected to hit shelves around Labor Day at Walmart and other major retailers. The functional soda will contain 20 calories and 3-4 grams of sugar, aligning with the growing consumer preference for low-sugar options.

The Bloom brand has successfully captured the attention of Gen Z and millennials, particularly women interested in fitness and wellness. Many have followed its blonde founder and podcast host since 2017, when she posted a before-and-after photo on Instagram documenting her 70-pound weight loss — a transformational post in more ways than one, as it quickly cemented her status as a go-to source for fitness motivation and then CPG empire.

Nutrabolt, the company behind C4 Energy, made a significant minority investment in Bloom Nutrition last January, making it Bloom’s largest investor. At the time, Bloom Nutrition focused on supplements in the greens and superfoods category, including pre-workout blends, whey isolate proteins, collagen peptides, collagen creamers and blending accessories — all secured shelf space at major retailers like Walmart, Sam’s Club and Target. By July, Bloom Sparkling Energy hit the market, an energy beverage with prebiotics that sold over three million cans within its first two and a half months.

“Our partnership with Bloom is focused on driving beverage innovation and bringing Mari and Greg’s vision to life,” Nutrabolt chairman and CEO Doss Cunningham said. “Bloom Pop is a prime example of what we can accomplish together and further solidifies Bloom’s leadership in the beverage category.”

If 2024 kicked off the era of energy drinks, 2025 is shaping up to be the year of the great soda edit. 

Functional soda brand Poppi poured big bucks into a Super Bowl LIX commercial last month, poking fun at the traditional soda industry with an ad that showed young consumers tempted by soda but hesitating over its sugar content — before ultimately cracking open a can of Poppi’s colorfully-branded prebiotic soda instead. The company sells low-sugar functional sodas in eight flavors, including Classic Cola, Doc Pop and Lemon Lime.

Olipop, another low-sugar functional soda brand touting beverages with prebiotics, plant fiber and botanical extracts, recently secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion. The brand plans to expand its already extensive flavor line-up and retail presence.

Other contenders in the healthier soda category include Slice soda brand, which was acquired by Suja to give it a healthy makeover with the addition of pro, pre and post-biotics and Culture Pop Soda, a soda alternative with live probiotics, which landed a $21 million investment last year.

If there was any doubt that the healthy soda trend isn’t just a passing fad, look no further than an industry titan like Coca-Cola launching its own take on the prebiotic soda category with Simply Pop.

“We found that consumers, especially wellness-focused Gen Z-ers and millennials, were really interested in juice and prebiotic sodas,” said Becca Kerr, CEO of Nutrition at Coca-Cola.

The new fruit-forward line contains 25-30% real fruit juice from concentrate, includes Vitamin C and zinc, and has no added sugar. Interestingly, it pulls from Simply, which originally launched as an orange juice brand in 2001. Coca-Cola believes the brand recognition will resonate with those who are “curious” about prebiotic sodas but haven’t yet taken the leap. 

“Gen Z grew up with this brand,” noted Terika Fasakin, Simply’s North America brand senior director. “They don’t remember a world where Simply doesn’t exist, and it’s the juice they’ve seen in the fridge throughout their lives, so it has a particular tug on their heartstrings.”

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Celsius Holdings has struck a deal to acquire energy drink brand Alani Nutrition, maker of Alani Nu beverages, for $1.65 billion comprised of cash and stock.

Alani Nu, co-founded in 2018 by entrepreneur and fitness influencer Katy Schneider, offers protein shakes and bars, gummy snacks, “Balance Capsules” and pre-workout powders in flavors such as Cosmic Stardust, Galaxy Lemonade and Hawaiian Shaved Ice.

“Celsius is at a defining moment in the better-for-you, functional lifestyle products movement, and we are thrilled to welcome Alani Nu to the Celsius family,” Celsius CEO and chairman John Fieldly said. “We have deep respect for the strong community of supporters and fans Alani Nu has developed and the authentic brand and partnerships they have formed. Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives.”

Celsius just released its Q4 and full-year 2024 financial results, reporting $1.36 billion in revenue and a 22% year-over-year increase in retail sales, driven by growing demand for functional, better-for-you products.

“As Alani Nu enters this next chapter with Celsius, I have full confidence that they are the best partner to enhance Alani Nu’s growth and success while staying true to what makes it so special,” Schneider said. “I’m incredibly proud of everything we’ve built and beyond grateful for this amazing community who made it all possible. I’m thrilled for Alani to reach new heights.”

While Alani Nu has the female consumer demographic on lock, the energy drink wars may soon begin to brew as Anheuser-Busch, 1st Phorm and UFC CEO Dana White are set to launch an energy drink line this summer.

Prebiotic Soda Gains Momentum

Another area to watch in the beverage space? The rebranding of soda.

And for anyone who thought healthier-for-you beverages and snacks are passing trend, industry titan Coca Cola is even on board, announcing this week that it’s jumping on the prebiotic soda train with Simply Pop, a line of fruit-forward beverages comprised of prebiotic fiber, Vitamin C and Zinc. The new product is slated to hit shelves later this month in select regions and online via Amazon Fresh.

Simply Pop will go head-to-head with functional soda brand Olipop, which recently secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion. Meanwhile, prebiotic soda brand Poppi recently invested ad dollars for a Super Bowl LIX spot and Slice soda brand (which was acquired by cold-pressed juice brand Suja) is currently undergoing a healthy makeover.

On the retailer front, Target is doubling down on wellness this year as it stocks its shelves with more than 2,000 nutrition, personal care, and better-for-you food and functional beverage options—including Celsius and Alani Nu products.

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