Slice Soda returns to shelves as healthier offering

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Dive Brief:

• Slice is being relaunched and positioned as a functional drink focused on gut health, according to its owner Suja Life. The company said the soft drink has been off the market for roughly two decades after being discontinued by PepsiCo.
• Slice reportedly has the same flavors and bubbles as the original version, but its formula has been changed to include real ingredients, only five or fewer grams of sugar, no high fructose corn syrup and a blend of prebiotics, probiotics and postbiotics.
• The return of Slice taps into consumer demand for nostalgia and growing interest in healthier, functional beverages that do more than hydrate. A Precedence Research study last year estimated the global functional drinks market is forecast to nearly double to $437 billion by 2034. 

Dive Insight:

Slice was acquired last May by Suja Life, which owns Suja Organic juices and Vive Organic immunity boosters. The purchase of a sugar-laden soda may have initially appeared to be a departure for the healthy drinks manufacturer, but the relaunch of Slice as a functional beverage provides clarity that Suja sees a different future for the 41-year-old brand.

“We're thrilled to usher in a new era for Slice, bringing this beloved brand back with a modern and exciting twist,” Maria Stipp, CEO of Suja Life, said in a statement. “While we know not everyone is reaching for a wellness shot, soda is a staple in nearly every American's refrigerator. By transforming this everyday beverage into a leveled-up version with benefits, we're making a significant impact on the health and well-being of our consumers.”

Slice was first launched in 1984 by PepsiCo in a bid to compete with Coca-Cola’s dominant offering Sprite, but it was later discontinued in the early 2000s, Suja Life said.

While sodas that are pitched as healthier are not new, Suja is bringing a known brand to the game that could help Slice resonate with older adults who grew up drinking it. The challenge for Suja will be to connect with younger consumers not familiar with Slice who are already turning to competing drinks such as Poppi and Olipop.

Slice’s use of better-for-you ingredients should help it resonate with people who have never tried or heard of the brand and are looking for healthier offerings.

Slice’s low amount of sugar connects with consumers wanting to reduce their intake of the sweetener. At the same time, the use of prebiotics, probiotics and postbiotics will attract people focusing on their gut.

Slice will be available in Orange, Lemon Lime, Classic Cola and Grapefruit Spritz at Albertsons and select Costco locations across the country. Target also will carry Strawberry while all stores under the Albertsons umbrella will have Grape. Suja Life said expanded distribution for other Slice flavors, including Ginger Ale, is anticipated in the second and third quarter of this year.

Slice is the latest brand to return to the market that has been repositioned to align with a trend that didn’t exist or wasn’t as prevalent as when the product previously existed.

Florida-based Redcon1 is relaunching Jolt Cola, a mainstay on shelves in the late 1980s and 1990s, as an energy drink. It contains extra caffeine, no sugar and other functional benefits in demand with today’s consumers.