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Culture Pop ๐Ÿฅค

spicing up soda

setting the scene

  • to pursue a healthier lifestyle, you avoid artificial flavors and sweeteners ๐Ÿญ
  • this means that you must give up your daily Coca-Cola๐Ÿฅค
  • to fill that soda craving you try sparkling water, but you miss the flavor of your go-to drink ๐Ÿ˜ข
  • what if soda could be natural, healthy, and tasty?
  • this week’s company offers a flavorful and functional alternative to artificial soda

in a sentence

Culture Pop is a functional soda made with organic juices, probiotics, and spices

  • functional: low-calorie, low-sugar drink with health-boosting ingredients
  • probiotics: made from bacteria that promote gut health and maintain shelf stability
  • spices: the company steeps spices to create unique, natural flavors like strawberry & rhubarb and ginger lemon & turmeric

bulleted version: Culture Pop offers the vibrant taste missing from seltzer, the price point of soda, and the health benefits of kombucha ๐Ÿ˜‹

the basics

  • industry: cpg, food and bev
  • headquarters: Cambridge, MA
  • year founded: 2020
  • headcount: <20 employees
  • investors: not disclosed
  • business model: d2c, wholesale distribution

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due diligence

what we like

  • ๐Ÿ‘€eye-popping markets: the global soft drink market is valued at $416b, and the probiotic beverage market will reach $77b in sales by 2027 
    • todayโ€™s consumer desires less sugar, natural ingredients, and health benefits without sacrificing taste
  • ๐Ÿคค function for everyone: Culture Pop caters to a broad audience of soda lovers, health-conscious consumers, and non-alcoholic beverage drinkers 
  • ๐Ÿ’ฅ shelf presence: the drinks are shelf stable, allowing creative product packs and flexible store placement
    • and with bold branding, the company will have no trouble attracting retailers and consumers

potential risks

  • ๐Ÿ›’ crowded space: Culture Pop competes against legacy soda brands like Coke and Pepsi, who own ~75% of the US soda market
    • the company also faces recent entrants disrupting the soda industry
  • ๐Ÿ’ต marketing spend: cpg companies allocate more dollars to marketing than most other industries
    • Culture Pop’s broad target audience may cause even higher marketing spend
  • ๐Ÿ“š consumer education: Culture Pop must educate the everyday consumer on the functional soda category to drive sales

founder profiles

comps

why Culture Pop: with a successful soft launch in the Northeast, deals with Whole Foods and Hannaford, and a beverage veteran leading the company, we can see Culture Pop disrupting the soda industry ๐Ÿ“ˆ

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