On track to sell approximately 250,000 cans in June 2024 alone, XOXO Soda is disrupting the soft drink market combining the taste consumers expect, with healthy prebiotics
Rory Paterson, co-founder of XOXO Soda, is available to discuss the challenges of disrupting the legacy soft drinks market
With Coca-Cola and PepsiCo dominating the duopoly of the soda industry for over a century, controlling over 65% of the market, creating a brand-new soda to disrupt the sector has remained an insurmountable challenge for fledgling brands. PepsiCo and Coca Cola remain the fastest growing players in the industry, with the worldwide carbonated drinks arena forecasted to grow to US$621.66bn in 2030. Such domination has stifled any innovation in the market with the legacy brands having largely unchanged recipes since inception. In light of this, XOXO Soda is disrupting the industry creating the next generation of soda, combining the soft drink taste that consumers expect, with a plant-based and healthy prebiotic drink. Selling approximately 250,000 cans in June 2024 alone, Rory Paterson, co-founder of XOXO Soda, is available for interview to discuss the continuing duopoly in the soda industry, and how XOXO Soda is disrupting this market.
Since their creation in the late 1800s, Coca Cola and PepsiCo have dominated the soft drink market. Where the drinks brands of Coca Cola and Pepsi account for 30% of sodas sold worldwide alone, other famous drink brands such as Dr. Pepper, Fanta and Tango are also owned by this duopoly. This makes entering the market for fledgling brands a virtually impossible task. However, with the demand for soda at an all-time high and the sector projected to be valued at US$621.66bn in 2030, innovation should be welcomed.
Officially launched in May 2023, XOXO Soda’s is a disrupter in this market, creating the first shelf-stable prebiotic soda. Following a rigorous testing period, which saw the creation of over 50 iterations in the space of two years, the team – comprised of the world’s leading food and ingredients experts – settled on three core ingredients that combine to form the UK’s best prebiotic soda. Having developed a totally resistant-to-degradation prebiotic fibre mix, XOXO ensures the consumer receives all the goodness from the natural sources of fibre without fear of them breaking down. XOXO’s exponential growth – driven by consumer demand – has seen the product stocked across over 4500 stores in Europe and the UK, including Albert Heijn, the Rewe Group, Spar, Whole Foods, Mpreis, Zapp, Mr. Lemonade and Brakes. In less than a year since its official launch, the brand is on track to sell approximately 250,000 cans in June 2024 alone, and will be debuting across major UK retail stores in the autumn of this year.
Rory Paterson, co-founder of XOXO Soda, is available for interview to discuss the continuing duopoly in the soda industry, and how XOXO Soda is disrupting this market.
