Welcome to The Week in Consumer Packaged Goods, a weekly roundup for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.
Coca-Cola and Pepsi announce plans to launch new gut-friendly sodas
With prebiotic and probiotic sodas all the rage, The Coca-Cola Company and PepsiCo have announced plans to enter the functional beverage space, Ad Age’s Jon Springer reports. “Coca-Cola is coming into the category with Simply Pop, a new soda offering under its Simply banner while PepsiCo is reformulating its functional sparkling water brand Soulboost with gut-friendly ingredients,” he writes, adding that the new releases are meant to challenge established players in the “better-for-you” soda category, such as Olipop, Poppi and Culture Pop.
More from Quad: “Boost, recharge, repeat: 3 winning tactics marketers can learn from functional beverages”
More CPG product launches:
- “Oreo Is Dropping 6 New Treats in 2025 — Here’s a Sneak Peek” (Food & Wine)
- “Degree Introduces Whole Body Deodorant Line” (Happi)
- “Califia Farms introduces single-serve beverages” (Food Business News)
- “General Mills boosts protein levels in new Cheerios” (Food Dive)
- “Trader Joe’s New Hot Honey Mustard Dressing Brings the Sweet Heat” (Trend Hunter)
- “Goldfish Is Ringing In 2025 With New Savory and Sweet Flavors — Here’s a Sneak Peek” (Food & Wine)
Athletic Brewing Company launches campaign and sampling initiative focused on “Dry January”
In preparation for “Dry January,” during which some people aim to abstain from drinking alcohol, Athletic Brewing Company just announced the launch of a new campaign that reimagines the month. Dubbed “Athletic January,” the non-alcoholic (NA) beer brand’s campaign encourages consumers to “shift their focus to what they reap rather than what they relinquish” to inspire “a more enjoyable and fulfilling start to the new year,” per a brand announcement. To kick off the campaign, the brand will launch a sampling initiative, with activations and events across the U.S. and the U.K. “Athletic January” will span TV, out-of-home, podcasts, digital media and more, and will highlight an update to Athletic’s “Track Record” drinking moderation tool, allowing users to set and track the number of “dry” days they want to log each month.
Previously: “Athletic Brewing promotes new campaign by rewarding consumers who ‘Ask For Athletic,’” from the May 10 edition of this column.
More from Quad: “Grassroots influence: The importance of community in marketing non-alcoholic beverages”
More CPG brand promotions:
- “Pop-Tarts Bowl, GE Appliances Unveil Trophy with Built-in, Working Toaster” (Food Manufacturing)