Better-for-you soda drinkers are cutting sugar and calories without giving up flavor or fizz. They reach for prebiotic sodas, flavored sparkling water, kombucha, fair-trade teas and functional drinks. This page collects brands that target them, such as Olipop, Spindrift, LaCroix, Bubly, Waterloo Sparkling Water and Karma Drinks. Their ads show how beverage brands reframe soda as a smarter habit through ingredients, nostalgia and values. Studying them helps food and drink marketers see which claims, visuals and tones win over health-minded shoppers.
They are actively replacing sugary soft drinks with lower-sugar or zero-sugar options.
Short ingredient lists, real fruit and no artificial additives influence their choice.
Gut health, adaptogens and natural energy appeal to many in this group.
Fair trade, organic and sustainability stories matter to a segment of buyers.
They want nostalgic or bold taste, not a compromise that feels like a diet drink.
Skepticism about healthy drinks tasting worse is the main barrier, so flavor must lead.
Bubly is PepsiCo's flavored sparkling water brand, launched in 2018 with a splashy Grammy ad featuring Michael Bublé. Known for its colorful cans with playful tab messages, bubly entered the category with the full weight of PepsiCo's distribution and media budget. The brand targets millennials seeking a fun, no-calorie hydration option.
ChariTea is a Hamburg-based fair-trade iced tea brand and social enterprise that channels a portion of every sale to NGO projects in Africa and Latin America. Founded around 2009 alongside sister brand Lemonaid, it uses fair-trade certified tea and natural ingredients.
Cove Drinks is a beverage brand selling ready-to-drink products through retail and online channels. It advertises across Meta placements to build consumer awareness in the food-beverage category. Further details on its specific product line are not confirmed.
Karma Drinks is an Australian beverage company selling organic and fair trade sodas and cola drinks through retail and online channels. It positions its products around ethical sourcing and simpler ingredient lists compared to mainstream soft drinks. The brand advertises across Meta placements to support retail sales.
Koawach was founded in Berlin in 2014 by Jan Sander and Achim Zimmermann. The brand produces organic fair-trade cacao-based energy drinks and powders using guarana as the caffeine source — positioned as a natural, guilt-free coffee alternative. It has since launched Koalimo, a cocoa juice energy drink using cocoa fruit pulp.
LaCroix is an American brand selling flavored sparkling water without artificial sweeteners or calories, sold in cans through grocery, retail, and e-commerce channels across the United States. Owned by National Beverage Corp, the brand has built a following among health-conscious sparkling water drinkers. It advertises across Meta placements to reach beverage shoppers.
Lo Bros is an Australian beverage brand producing kombucha and fermented soft drinks sold through supermarkets, health food stores, and online channels across Australia. It positions its products within the functional, gut-health beverage category. The brand advertises across Meta placements to support retail distribution.
Olipop is an Oakland-based prebiotic soda founded in 2018 by Ben Goodwin and David Lester. Each can delivers 9g prebiotic fiber, 2-5g sugar, and nostalgic soda flavors. TikTok virality and mass retail distribution (Whole Foods, Target, Walmart) drove it past $200M ARR and to the #1 better-for-you soda position on Amazon.
Ostmost was founded in 2014 in Berlin-Kreuzberg to revive the tradition of East German Streuobstwiesen — diverse wild orchards threatened by industrial farming. The brand sources old apple varieties, pays double market price to farmers, and produces certified organic juices, spritzers, and its Outcider cider range.
Paper Boat is an Indian beverage brand known for its traditional Indian drinks such as aam panna and jaljeera, sold in packaged form through retail and ecommerce across India. The brand advertises across Meta placements to drive sales.
Rowdy Mermaid is a Boulder, Colorado-based adaptogen kombucha and functional beverage brand founded in 2016 by Jamba Dunn. The brand integrates medicinal mushrooms and adaptogens into fermented beverages, building a strong independent retail and DTC presence in the functional beverage category. Also searched as Rowdy.
Réal Activ is a fruit juice and beverage brand from Dabur, sold across Indian grocery and ecommerce channels. It makes packaged fruit juices, nectars, and fruit-based drinks positioned as an everyday family beverage option. The brand advertises on Meta placements to drive retail and online sales.
Spindrift is a Massachusetts-based sparkling water brand founded in 2010 by Bill Creelman. It differentiates itself as the only sparkling water made with real squeezed fruit — no natural flavors or additives. Sold at Whole Foods, Target, and direct-to-consumer, Spindrift built a cult following through clean-label transparency and earned strong placement at Trader Joe's.
Waterloo Sparkling Water was founded in 2017 in Austin, TX by Jason Shiver and Will Dowd. The brand positions against LaCroix by offering bolder, more pronounced natural flavors at the same zero-sugar, no-artificial-ingredient profile. Waterloo reached Costco and achieved national distribution at Whole Foods, Target, and Walmart. Also searched as Waterloo.
Flavor and fun come first, benefit second. Winning ads make the drink look refreshing and the can look good, then layer in the health angle. Bubly uses playful design, while Olipop revives nostalgic soda flavors and adds prebiotic fiber to the story. Ingredient transparency is a core hook. Spindrift highlights real squeezed fruit, and LaCroix and Waterloo lean on zero sugar and no artificial ingredients. Short, clear claims perform better than technical health language. Social formats matter. Creator taste tests, unboxing and lifestyle clips suit a category with strong visual identity and impulse purchase. Retail availability is a common call to action, since many shoppers buy in stores. Be careful with health claims. Stay within what the product can honestly say, and avoid implying medical benefits. Overpromising damages trust with an audience already wary of marketing.
The sample brands pursue different angles. Olipop and Rowdy Mermaid tie into functional benefits, prebiotics and adaptogens. Waterloo, Spindrift, LaCroix and Bubly compete in zero-calorie flavored sparkling water through taste, real fruit or personality. Charitea, Karma Drinks and Ostmost build around ethical sourcing, fair trade and organic orchards. Koawach offers cacao and guarana energy as an alternative to coffee. Lo Bros sells kombucha in Australia, while Paper Boat and Réal Activ speak to Indian shoppers with traditional and fruit-based drinks. When studying their ads, look at which promise leads: taste, function, ethics or nostalgia. Compare visual styles, calls to action and how each handles the taste objection. Test seasonal angles too, since summer, party and back-to-school moments change how people think about drinks and what they want in the fridge.
Olipop, Spindrift, LaCroix, Bubly, Waterloo Sparkling Water, Karma Drinks, Lo Bros and Rowdy Mermaid are among them. They offer prebiotic soda, sparkling water, kombucha and ethical soft drinks. Their ads often lead with taste and design, then add a short health or ingredient story, so compare which promise comes first.
They pair nostalgic flavors and bold branding with a short health story, such as fiber or lower sugar. Creator taste tests and retail availability messages are common. Look for creator taste tests, can and color branding, and retail calls to action that send shoppers to stores or online.
Simple, honest ones about ingredients, sugar levels and real fruit. Avoid medical claims, and always make taste the lead promise. Honest wording about sugar, fiber or real fruit builds trust, while exaggerated health claims push skeptical buyers away from the brand.
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