Seeing an increased interest in low-sugar, functional sodas moving into Canada, Buddha Brands has launched a line of prebiotic sodas that align with its recent visual refresh across its plant-based snack and beverage portfolio.
Similar to the company’s still and sparkling coconut water brand Thirsty Buddha, the new prebiotic beverages will initially only be available in Canada “with an eye on the U.S.” as a possible next step, said Buddha Brands marketing director Nora Collins.
That decision is in part from the company seeing “consumers really gravitating toward this trend of non alcoholic specialty beverages” where the company has previously done well, Collins said. Providing a functional soda option was a “natural progression” for a brand whose ethos revolves around offering healthier food and beverage choices.
“Over the past few years, we’ve seen an increase in consumers’ knowledge and really [a] receptivity around pre- and probiotics,” she added. “We’ve also seen that consumers are trying to get more pre and probiotics in their diet and people are more conscious of the benefits of a healthy digestive health.”
Emerging from a general interest in supporting gut health, consumer enthusiasm for functional sodas continues to grow. Led by brands like Poppi and OLIPOP, the probiotic/prebiotic ‘pop’ trend reaches across a broad spectrum of brands, from kombucha makers Humm and Revive to functional platforms like Rebbl and Vive Organic to emerging startups such as Culture Pop, Mayawell and Vina.
Buddha Brands’ sodas are centered around “nostalgic” flavors like Vintage Cola, Root Beer and Ginger Lemon. Each 12 oz. can is caffeine-free, contains 2g of sugar and has 7g of prebiotic inulin fiber derived from chicory root. The sodas are available in 12-packs online for CAD$35.99 or individually will retail for CAD$2.99.
Co-founded in 2009 by Mark Cigos and brothers Chris and Michael Magnone, the brand started with its Thirsty Buddha line of canned coconut waters in Canada and has tried a number of other coconut-based products from chips to vinegar and nectar. The company’s two active lines are its still and sparkling Thirsty Buddha coconut waters in Canada and its keto-friendly Hungry Buddha snack bars that launched in the U.S. in 2020.
Late last month, the company began a “soft transition” of its new branding across its whole portfolio, Collins reported, which includes revamped packaging and logo as well as a recipe change for its Hungry Buddha snack bars.
The reformulated bars have equal nutritional value across all five flavors (Chocolate Chip, Lemon Blueberry, Coconut Cocoa, Triple Chocolate and Mint Chip), with 10g of plant-based protein and 2g of sugar each. Also, the reformulated bars will “deliver a softer and chewier texture as well as more flavor,” Collins noted.
Additionally, the bars now feature a smaller third-party certification “Keto Certified” sticker in place of the existing package’s larger “Keto Done Clean” motto on half the label.
The rebrand hopes to “broaden consumer appeal” for all Buddha Brand products and will hopefully allow the Hungry Buddha bars to open up new distribution channels in both Canada and the U.S., Collins said.
Buddha Brands prepared for its brand refresh packaging and product formulation by closing a $5.25 million funding round in October 2022. The brand had previously raised $3 million in July 2021 after being privately-funded before that.
For now, the brand is satisfied to grow its distribution network in the U.S. bar business separate from its beverage portfolio in Canada with increased focus pack strategy and flavor innovation in its coconut water products, Collins said.