Fan Bi (buy/ advise $5-50M brands in special sits)@lifeofbi
Poppi sold to PepsiCo for $1.95B. Olipop valued at $1.85B. Prebiotic soda went from $33M to $777M in three years.
That's not the fiber story. That's the beginning of it.
What Poppi and Olipop actually did wasn't sell fiber. They educated an entire generation that gut health matters, that fiber is the mechanism, and that a daily habit built around it is worth paying for.
They made fiber aspirational. They proved the consumer belief is real enough that Coke and Pepsi paid $4B+ to own it.
But prebiotic soda doesn't solve the actual problem.
Poppi: 2g of fiber per can. Olipop: 9g. Recommended daily intake: 30-40g.
The category that built two near-$2B brands is delivering a fraction of what your body actually needs.
The consumer is now educated and underserved.
That gap is where the next brand gets built.
The fiber supplement market is $22B globally. Growing to $41B by 2035. Almost entirely owned by brands your grandparents used.
Metamucil. Benefiber. Citrucel.
Pharmacy-aisle incumbents growing at 3-4% annually.
No social presence. No real subscription model. Not redesigned for a consumer who just spent three years drinking prebiotic soda and thinking about their gut microbiome.
Metamucil: $1.4B in revenue. Owned by P&G. Positioned for constipation relief in people over 60. A brand that hasn't changed meaningfully in decades, in a category that just became culturally relevant for the first time.
The white space isn't another prebiotic soda.
It's the fiber supplement brand that Poppi and Olipop's customer graduates to when they want clinical doses, real results, and a brand that doesn't feel like medicine.
PepsiCo's CEO said it on an earnings call: "I think fiber will be the next protein."
Who builds the brand?
