What's Happening?
Keurig Dr Pepper has launched a new soda brand called SkyPop, which is fortified with protein, across the United States. This new product is being marketed as a 'next-generation soda' and contains 10 grams
of real whey protein, zero sugar, and only 45 calories per can. SkyPop is available in a variety of flavors, including Root Beer, Ice Pop, Strawberry Cotton Candy, Orange, Fruit Punch, Peaches & Cream, and Grape. The product was initially tested in Walmart and Albertsons stores, where it received positive consumer feedback, prompting a nationwide rollout. The brand, originally named 'Don’t Quit,' was rebranded to SkyPop to focus on this innovative protein soda category. The launch is supported by a $15 million investment from various backers, including MSG, Solyco Capital, iHeart Media, and several high-profile athletes.
Why It's Important?
The introduction of SkyPop reflects a growing consumer trend towards protein-enriched food and beverages, driven by health-conscious consumers and the popularity of high-protein diets. This trend is particularly strong among younger generations, such as Gen Z and millennials, who are increasingly prioritizing protein intake. The launch of SkyPop positions Keurig Dr Pepper at the forefront of this emerging market, potentially capturing a significant share of the growing demand for protein-based drinks. The involvement of high-profile investors and athletes suggests confidence in the product's potential to establish a new category in the beverage industry, rather than being a fleeting trend.
What's Next?
SkyPop is set to expand its presence in the U.S. market, with plans to be available in major retailers such as Walmart, Target, Kroger, Albertsons, Safeway, CVS Pharmacy, and Gopuff. As the product gains traction, it may influence other beverage companies to explore similar protein-fortified options, potentially leading to increased competition in this niche market. The success of SkyPop could also encourage further innovation in the beverage industry, as companies seek to meet the evolving preferences of health-conscious consumers.
