Spindrift, a popular brand known for its seltzer made with fresh squeezed fruit juice, is now venturing into the better-for-you soda market with the launch of Spindrift Soda. This new line of sodas does not contain “superfluous ingredients and sweetener systems,” such as prebiotics, stevia, or added sugar. Instead, the sodas are made with 20% fruit juice that is not from concentrate and contain fewer than 8 grams of naturally occurring sugar. The company is positioning Spindrift Soda as a clean-label alternative to other sodas on the market, such as Poppi and Olipop, and it comes in five flavors: Concord Freeze, Ginger Ale, Orange Cream Float, Shirley Temple, and Strawberry Shortcake.
Spindrift’s journey into the soda category is not new, as the brand originally launched citrus-based sodas 15 years ago, but discontinued them in 2017 due to the rising popularity of seltzer drinks. However, with the current trend of better-for-you sodas focusing on gut health, Spindrift is taking a unique approach by avoiding prebiotics, which are often used to improve the gut microbiome. This decision could set Spindrift Soda apart from its competitors in the functional soda category.
Founder Bill Creelman stated that the company aimed to create a product with real ingredients to the extreme with Spindrift Soda. Each can of the soda contains nearly 3/4 of an orange in flavors like Orange Cream Float, offering bold soda flavor without compromising on ingredients. The product is currently available on the company’s website and Amazon, with plans to launch in retail stores later this year.
As the market for functional drinks continues to grow, with a projected value of over $350 million by 2030, companies like Coca-Cola, Health-Ade, and Jones Soda are also entering the trend category with their own versions of better-for-you sodas. With sales of seltzer declining in recent years, Spindrift is banking on the increasing consumer demand for healthier beverage options to drive sales of both seltzer and soda.
In a strategic move, private equity firm Gryphon Investors recently acquired a majority stake in Spindrift, appointing former Boston Beer executive Dave Burwick as CEO. The company is also expanding its reach into the alcohol category with Spindrift Spiked hard seltzer, which was introduced in 2021. With these new developments and the launch of Spindrift Soda, Spindrift is poised to make a significant impact in the better-for-you beverage market.
