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Poppy is currently facing the following situation: Class action lawsuit A promising intuition claim. The company advertises its drink as “gut healthy.” This slogan has since been removed from its site.
action at the highest level The plaintiffs claim that Poppy Beverage falsely advertised that it was good for consumers' gut health when in fact it contained only minimal prebiotics and too much sugar. Poppi did not respond to Food Dive's request for comment by press time, but according to previous reports: all A spokesperson said the company “stands by our products, believes the lawsuit is baseless and will vigorously defend against these claims.”
Sales of popular soft drinks Exceeded $100 million Thanks in part to distribution to more than 120 retailers, the product's success reflects consumers' growing interest in incorporating holistic health into their diets through food and beverages.
The functional beverage market is estimated to be worth more than $13 billion, the data provider said. spin As Food Dive shared, the kombucha and wellness shot markets are worth about $1.3 billion each. But recent lawsuits have left consumers and businesses questioning exactly what makes a product “gut healthy” and when it’s appropriate to slap that buzzword on a product. It turns out it’s a complicated issue.
Definition of “Gut Health”
that much US Food and Drug Administration (FDA) requires clear labeling and avoidance of misleading claims for supplement-based products.
Dr. Kelly Swanson, chair of the Department of Nutrition at the University of Illinois, I wrote a test that was discovered. Consuming 7.5 grams of agave inulin, a common ingredient in this type of soda and water, may help soften your stool or increase the number of bowel movements each week.
But many of these drinks, including Poppi, contain less than that, at about 2 grams. This study and others are important benchmarks for testing and regulating prebiotic drinks. But as with many health concerns, Swanson told Food Dive, this isn’t a one-size-fits-all solution.
“This will vary depending on the prebiotic in question and the person consuming the food/beverage (age, weight, health, diet, gut microbiome, etc.), but most people need at least 5 grams per day to notice a response. Since the effects/responses appear gradually as you increase the dose, I’m not sure what dosage a product would need to make a regulatory claim like ‘supporting gut health’.”
Building consumer trust
Brands hoping to succeed in the prebiotic beverage market must follow guidelines to build trust with consumers. Ben Goodwin is the co-founder, CEO, and official author of OLIPOP.
“OLIPOP was founded on a commitment to setting a high standard for functional carbonated beverages. Each 12-ounce can meets FDA requirements for excellent fiber sources and contains three fiber sources: cassava root, Jerusalem artichoke, and chicory root.
Goodwin said the company completed a third-party, in vitro study at Purdue University that showed the prebiotic fiber blend helped with a variety of gut health-related measures.
“We are also the first beverage company to receive NutraStrong Prebiotic-Verified product certification, which independently verifies the amount and potency of prebiotics and prebiotic efficacy and safety data.”
Dr. Jenelle KimSpeaking to Food Dive, a San Diego-based board-certified herbalist, Chinese medicine and acupuncture practitioner, recommended brands prioritize transparency in labeling, use ingredients backed by scientific research, engage in third-party testing, provide comprehensive information to consumers, and adhere to regulations.
Discreetly monetizing “healthy” soft drinks
“Consumers are smarter and more convenience-oriented than ever, so a delicious, healthy, on-the-go beverage fits into a category that consumers understand: soda. It meets consumers where they are,” says Richard Laver, CEO and founder of Lucky Beverage and Kate Farms, based in Santa Barbara, Calif.
“What better place to innovate than in soda? In schools and lunchrooms, millions of Americans are reaching for coolers, and if they can get a cleaner soda with enough probiotics, it’s not only practical but also delicious.” But he says the company shouldn’t rely on a single nutritional claim. “When I started the food and beverage company, I didn’t rely on a hero ingredient or an individual ingredient. My collection of ingredients was the secret sauce.”
Our experts agree that “healthy” soda companies should emphasize the soda alternative aspect rather than making true medical claims.
