How to build a beverage brand: Gut health superstar OLIPOP on creating the next wave of soda

Goodwin – who dropped out of college – became fascinated with the microbiome and gut health: founding OLIPOP in 2018.

The brand is a new kind of soda that is high in fiber, with just 2-5 grams of sugar and supports digestive health.

The functional beverage is made with a blend of botanicals and prebiotics, with each ingredient chosen for its biome-supporting benefits.

OLIPOP is now on track to make $500m in sales this year, with a consistent trajectory of triple-digit growth to date.

Goodwin's secrets to success include hard work, non-negotiable wellness routines, and a passion for DJing...

BD: How did you hit upon the idea of OLIPOP?​

BG: I grew up - like many people in the U.S. - on the Standard American Diet, which wasn’t doing my health and well-being any favors.

At the age of 14, I decided to prioritize my health and what was so interesting was not only did I lose weight and feel better, but I also gained substantial cognitive and emotional clarity, which surprised me.

After dropping out of college, I became infatuated with the gut microbiome and realized that the psychological benefits I gained was likely a result of the gut-brain axis. This interest led me to link up with a friend that was coincidentally starting a kombucha company.

From there - I decided to create something new and eventually settled on a healthy soda.

Who’s your target market?​

Given soda's 98% household penetration, OLIPOP’s consumer base spans a wide range of demographics - it is truly meant for everyone.

We’ve found that the product is beloved by people of all ages and has become a vehicle for encouraging sugar reduction, encouraging fiber intake and supporting digestive health through the form of a delicious soda. It’s a trojan horse for health.

Where did the name ‘Olipop’ come from?​

The name OLIPOP was inspired by “oligosaccharides'', which is a type of microbiome-supporting prebiotic used in OLIPOP.

OLIPOP comes from combining the terms “oligosaccharides” and “pop”, which is what a large majority of the country call soda. 

Tell us about your growth trajectory to date…​

This year, we are on track to do about $0.5b in sales, which is over double our sales from last year.

Each year - we’ve seen at least triple digit growth and one year we almost hit quadruple digit growth.

Recently, we’ve even become the #1 best-selling single-serve soda, outselling Coke, Pepsi and all traditional soda brands, at four household name grocers across the US, including one of the nation's largest retailers.

As you can imagine, it’s really fulfilling to watch the company grow and we feel incredibly lucky. 

OLIPOP is featured in ‘Time100 Most Influential Companies 2024’: a list that includes everything from AI innovators to InterMiami. How does that feel? ​

It’s an incredible honor! Since the inception of OLIPOP, my mission has been to positively impact consumers' health at scale and this feature means we are doing what we set out to do.

Seeing our hard work and dedication recognized alongside such impactful companies makes this achievement even more meaningful and it was definitely a moment that I didn’t take lightly.

Given soda’s long history in the US, I believe OLIPOP was chosen as it truly meets consumers where they are. With what we know about the nutritional profile of traditional soda, OLIPOP fills an important gap for consumers to enjoy this deeply personal and beloved drink, without the health consequences.

As the creator of the category, OLIPOP combines nostalgic comfort with functional benefits that reflect broader societal health-conscious consumers, positioning the next wave of soda in a revolutionary way.

You’ve pulled in investors such as former PepsiCo CEO Indra Nooyi, Gwyneth Paltrow and the Jonas Brothers. What’s your first step in approaching potential investors?​

We've been incredibly fortunate to attract the interest of some remarkable individuals and it is a humbling and exciting position to be in!

We often find ourselves in a unique position of being approached by investors rather than the other way around. This allows us to focus on vetting prospective partners to ensure their values and vision are in harmony with our mission.

Our first step is always to look for alignment in passion and purpose – we wanted investors who truly believed in our mission and authentically loved the product.

So far, we’re extremely grateful for the trust our investors have shown in our brand. Their support has been instrumental and we’re honored to have a fantastic team by our side.

What does ‘success’ look like to you with OLIPOP?​

For me, success with OLIPOP is not about a number - it's about making a meaningful difference in people's lives.

Our mission at OLIPOP is to positively affect consumers’ health at the maximum scale possible, so there is always room to grow. We’re actively tackling the issues of excessive sugar consumption and digestive health challenges, which affect many Americans.

As we grow, our goal is to further influence global health and make OLIPOP even more accessible, creating a more mindful and health-conscious world. We're always striving to do more, and every step forward brings us closer to our vision of positive change.

I heard a rumor you’re also a DJ…​

Although I am quite busy these days, I do feel like DJing and music is an integral part of who I am. I’ve got my music studio right next to my office. It’s important for me to have a creative outlet, something that ideally doesn’t involve more talking.

Making music and DJing also has a lot of overlap with the product formulation process because you are telling a story while carefully balancing and shaping various elements into a cohesive and emotional experience.

I DJ whenever I can, and record mixes that I send out to various people. Maybe we will throw OLIPOP parties in the future that I can play.

How do you start and end your working day?​

A typical day starts around 6:30 am and I really prioritize a few of my wellness routines right away, since I see such a difference in my energy and productivity when I skip them.

Some of the first things I purchased for myself - that I feel really lucky to have - are a sauna and cold plunge. So right when I wake up - I turn on my sauna and then maybe answer a few emails while it warms up, before a quick session and jumping into a cold plunge.

I usually have some coffee and a little breakfast - I tend to prioritize protein. Right now - I’m hooked on Magic Spoon, protein powder and blueberries from my garden, so that I can jump into my meetings and strategy sessions for the full day.

I definitely try to take some time for myself at the end of the evening, maybe unwinding with friends, doing some DJing, working out - but sometimes I do jump into my lab at home and work on formulating some of the new flavors for OLIPOP.

It’s hard to get to that during the day - so I often just put on music and get to work on my creativity there.

What’s your top tip to other beverage entrepreneurs?​

Growing up drinking soda like many Americans, choosing to make an impact with a healthier beverage felt like a natural and personal decision. For me, great ideas stem from the desire to genuinely improve people’s lives and meet a real need. Our mission has always been to positively influence consumers' health at scale, which keeps us focused and grounded in our purpose.

But beyond the vision, it's crucial to create a product that's simply delicious. Balancing a compelling idea with a product-first approach ensures that while we’re striving to innovate, we never lose sight of delivering a taste that people truly enjoy.

What’s the best part of your job?​

The best part of my job is witnessing the positive impact OLIPOP has on people's lives. Hearing firsthand from customers about how our products have supported their journey to healthier choices is incredibly rewarding and I don’t take it lightly.

I’ve talked to thousands of customers over the years and one story that stands out is from a customer who shared that OLIPOP was the only beverage their loved one could consume while they were extremely ill - and it brought them real comfort and memories to share with their family.

Knowing that we could provide a moment of joy and happiness during a challenging time makes  all the hard work truly worthwhile.

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