Culture POP Soda
Culture POP Soda is a Watertown, Massachusetts-based functional beverage company founded in 2020 by Tom First that sells WHOLE30-approved sparkling probiotic sodas sweetened exclusively with organic fruit juices. It serves health-conscious Gen Z and millennial consumers through its Shopify DTC site, a subscription program, and 10,000-plus retail points including Target, Costco, Walmart, Sprouts, and Albertsons/Safeway.
- Company typePrivate
- Founded2020
- HeadquartersConcord, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Culture POP Soda does
Culture POP Soda, legally operating as Gutsy, Inc. and headquartered in Watertown, Massachusetts, is a privately held functional beverage company founded in 2020 by industry veteran Tom First. The company produces a single product category — sparkling probiotic sodas — built on a differentiated formulation that uses organic fruit juices as the sole sweetener (no refined sugar, no stevia, no artificial sweeteners), incorporates live probiotics for gut-health positioning, and carries WHOLE30 certification. The portfolio spans 11+ flavors with sophisticated ingredient architectures (e.g., Pink Grapefruit with Ginger and Juniper, Watermelon with Lime and Rosemary), plus variety packs, a sampler pack at $29.99, and limited-edition collaborations such as Noah Kahan's Sparkling Black Cherry.
The business operates a hybrid DTC and wholesale model. Direct-to-consumer revenue is generated through a Shopify storefront offering single-flavor 12-packs, curated variety packs, and a Subscribe & Save program with 10% recurring discounts, free shipping over $40, and flexible 2/4/8-week delivery cadences. Wholesale revenue flows through more than 10,000 retail points across Target (nationwide since April 2025), Costco Northeast (exclusive 15-pack since August 2025), Walmart, Sprouts, Albertsons/Safeway, and Amazon, with additional B2B distribution enabled through the Faire wholesale platform. Pricing is unit-based at the SKU level, with promotional levers such as Prime Day discounting to drive trial.
The company targets health-conscious Gen Z and millennial consumers seeking better-for-you soda alternatives, and a secondary segment of premium functional beverage shoppers in upscale retail environments. Marketing is anchored on founder-led TikTok engagement, the multi-year Noah Kahan partnership emphasizing authentic storytelling, an Instagram community around #drinkculturepop, email and SMS retention programs, and a brand ambassador initiative. As of mid-2026 the company had raised approximately $36.2 million in disclosed funding (including a $15 million Series A in April 2025 led by Danny Meyer's Enlightened Hospitality Investments) and reports approximately $100 million in cumulative revenue since founding, supported by an 8,800% increase in brand search volume.
Culture POP Soda firmographics
Firmographics- Name
- Culture POP Soda
- Legal name
- Gutsy, Inc.
- Website
- https://drinkculturepop.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Culture POP Soda is a Watertown, Massachusetts-based functional beverage company founded in 2020 by Tom First that sells WHOLE30-approved sparkling probiotic sodas sweetened exclusively with organic fruit juices. It serves health-conscious Gen Z and millennial consumers through its Shopify DTC site, a subscription program, and 10,000-plus retail points including Target, Costco, Walmart, Sprouts, and Albertsons/Safeway.
- Ownership category
- akta.pro rank
Culture POP Soda industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Soft Drink Manufacturing (312111)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Probiotic/Prebiotic Functional Beverage Production (Non-Fermented) (AFAFAFAE)
Keywords
Where Culture POP Soda is headquartered
LocationHeadquarters
- HQ city
- Concord
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Culture POP Soda business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer Product Sales: Culture Pop generates primary revenue through its Shopify-powered e-commerce website where consumers purchase individual 12-packs, variety packs, and sampler packs. The company offers subscription options providing 10% recurring discounts and free shipping for subscribers.
- Retail Distribution Sales: Revenue flows from wholesale distribution through major retail partners including Target, Costco, Walmart, Sprouts, Albertsons/Safeway, and Amazon marketplace. Products are positioned as premium functional beverages in mainstream grocery and club store channels.
- Wholesale B2B Sales: Culture Pop sells wholesale through the Faire platform, allowing retailers to purchase inventory directly, enabling broader distribution beyond DTC channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sampler Pack - Curated selection of all flavors |
| Unit Pricing | Pay-as-you-go | Single Flavor 12-Pack |
| Unit Pricing | Pay-as-you-go | Variety Packs - Pre-curated flavor collections |
| Subscription | Monthly | Subscribe & Save Program |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Culture POP Soda product offering
Product offeringCore offering
Culture POP Soda manufactures and sells a line of slightly sweet, functional probiotic sparkling sodas made with organic fruit juices (as the sole sweetener), live probiotics, and steeped organic ground spices and herbs. The full product line is WHOLE30 approved and contains no refined sugar, no stevia, and no artificial sweeteners, with 11+ distinct flavors packaged in 12-packs, Sampler Packs, and pre-curated Variety Packs distributed via DTC e-commerce, national grocery/club retail, and Amazon.
Product overview
Culture Pop Soda is a functional probiotic sparkling beverage company offering a single unified product line of craft sodas. The core product is a slightly sweet, sparkling probiotic soda made with organic fruit juices, live probiotics, and steeped organic spices/herbs. The portfolio consists of 11+ distinct flavors including Raspberry Lemonade (the company's first lemonade), Noah Kahan's Sparkling Black Cherry (limited-edition partnership), Orange Mango, Grape, Strawberry, Watermelon, Wild Berries, Lemon Lime, Ginger Lemon, Pink Grapefruit, and additional varieties. Products are sold as individual 12-packs, Sampler Packs (curated multi-flavor selection), and pre-curated Variety Packs in multiple themes. The brand distributes through direct-to-consumer channels (company website with subscription options), major retailers (Target, Walmart, Costco, Sprouts, Albertsons/Safeway), and wholesale platforms.
Differentiator
Problem solved
Functional benefit
Products and services
- Culture POP Soda (Watermelon flagship) Functional probiotic sparkling soda made with organic fruit juices, live probiotics, and steeped organic ground spices and herbs; contains no refined sugar, stevia, or artificial sweeteners. Sold as 12-packs to health-conscious individual consumers.
- Sparkling Raspberry Lemonade Sparkling lemonade made with organic fruit juices and live probiotics, featuring jammy and zesty flavors with a raspberry zing; the company's first lemonade product.
- Noah Kahan's Sparkling Black Cherry Limited-edition sparkling black cherry flavor co-created with musician Noah Kahan featuring tart, rich cacao notes; supports The Busyhead Project mental-health initiative.
- Orange Mango (Chili) Probiotic Soda Sparkling probiotic soda featuring orange, mango, and chili flavors; tropical and juicy with a subtle kick.
- Grape Probiotic Soda Sparkling grape flavor made with real fruit juice and live probiotics; a refreshing take on a beloved classic.
- Strawberry Rhubarb Probiotic Soda Sparkling probiotic soda featuring strawberry and rhubarb; subtle sweetness with a rhubarb zing, a grown-up take on classic strawberry soda.
- Wild Berries Lime Basil Probiotic Soda Sparkling probiotic soda featuring wild berries, lime, and basil; jammy and juicy with a peppy twist.
- Lemon Lime Cardamom Probiotic Soda Sparkling probiotic soda featuring lemon, lime, and cardamom; a zesty take on a classic citrus soda with warm spice notes.
- Ginger Lemon Turmeric Probiotic Soda Sparkling probiotic soda featuring ginger, lemon, and turmeric; bright and tart with anti-inflammatory spice notes.
- Pink Grapefruit Ginger Juniper Probiotic Soda Sparkling probiotic soda featuring pink grapefruit, ginger, and juniper; bubbly, bold, and unexpectedly savory with botanical notes.
- Sampler Pack Curated selection including one of each flavor plus extra cans of best sellers; priced at $29.99 for new consumers to try multiple flavors.
- Variety Packs Pre-curated flavor collections available in multiple themes (Most Loved, Fruity Faves, Jazzy & Juicy, Zesty & Tart), including an exclusive 15-pack offered through Costco Northeast.
- Subscribe & Save Subscription Recurring DTC subscription offering 10% off every order with free shipping, extra 10% off when ordering 2+ 12-packs, and flexible delivery every 2, 4, or 8 weeks; ability to swap flavors or cancel anytime.
Quantifiable outcome
- $100 million revenue in six years
- +3 more outcomes
Companies that use Culture POP Soda
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Culture POP Soda technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Culture POP Soda partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Sprouts, Walmart, Albertsons/SafewaycoreNationwide retail distribution partnerships enabling Culture Pop products, including new Sparkling Raspberry Lemonade, to be available through major grocery chains and natural food retailers across the United States.
- Noah KahancoreMulti-year marketing partnership with musician Noah Kahan emphasizing authentic storytelling and health benefits of Culture Pop's probiotic soda. The collaboration features social media content highlighting natural ingredients and Noah Kahan's relatable persona. A limited-edition Sparkling Black Cherry flavor was launched in support of mental health, with a $100,000 donation to The Busyhead Project. Partnership announced October 2025 with campaign launching Fall 2025.
- Costco (Northeast)coreCostco launched an exclusive Culture Pop 15-pack variety pack in all Northeast Costco stores in August 2025, providing premium distribution in the club channel with bulk packaging options.
Scale indicators5 records
Recent moves8 records
Expansion highlights6 records
Culture POP Soda competitors and assessment
Company assessmentDirect peers
- Olipop: Olipop is a venture-backed better-for-you sparkling tonic positioned as a healthier alternative to soda, using prebiotic fiber and botanicals — directly comparable to Culture POP's organic fruit-juice, probiotic-soda positioning.
- Poppi: Poppi is a prebiotic soda brand acquired by PepsiCo for ~$1.95B, with similar clean-label, gut-health positioning, mass-retail distribution (Target, Walmart) and Gen Z marketing motion.
- Health-Ade Kombucha: Health-Ade is a leading shelf-stable kombucha/probiotic beverage brand sold through Sprouts, Whole Foods and Target; functionally comparable as a premium, live-culture functional beverage competing for the same shelf set.
- GT's Living Foods (GT's Synergy): GT's Synergy is a probiotic, kombucha-based sparkling drink line marketed as a healthier soda alternative, with nationwide grocery and natural-channel distribution — directly comparable to Culture POP's category and positioning.
- Reed's Inc. Reed's is a craft premium soda brand (ginger beer, etc.) sold through natural, mainstream grocery and club channels; comparable as a smaller-scale, premium craft-cola competitor on similar shelf space.
Emerging players
- Tractor Beverage Co. Tractor is a venture-backed organic, non-GMO beverage brand focused on foodservice (restaurants, QSRs) with a clean-label positioning; comparable as an emerging clean-label functional beverage player.
- Karma Water: Karma produces probiotic-infused water with a focus on gut-health functional benefits; comparable as a smaller emerging brand leveraging the same 'live probiotics + clean label' positioning as Culture POP.
Broad incumbents
- Suja Life: Suja is a larger organic cold-pressed juice and functional beverage brand in mainstream retail; comparable as a broader clean-label, functional-beverage incumbent competing for similar health-conscious consumers.
- KeVita (PepsiCo): KeVita is a PepsiCo-owned sparkling probiotic and kombucha brand; comparable as a strategic-owned functional beverage directly competing in the probiotic-soda category.
- Spindrift: Spindrift is a venture-backed sparkling water brand with strong mainstream grocery distribution and a clean-label story; comparable as a successful premium clean-label CPG beverage competing for adjacent shelf space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Culture POP Soda social profiles
Digital presenceCulture POP Soda financial estimates
Financial estimateRevenue estimate
Valuation estimate
Culture POP Soda leadership team
Management profileNumber of profiles
Profiles1 record
Culture POP Soda funding detail
Funding detailFunding overview
Funding rounds6 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Culture POP Soda M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Culture POP Soda
What does Culture POP Soda do?
Culture POP Soda manufactures and sells a line of slightly sweet, functional probiotic sparkling sodas made with organic fruit juices (as the sole sweetener), live probiotics, and steeped organic ground spices and herbs. The full product line is WHOLE30 approved and contains no refined sugar, no stevia, and no artificial sweeteners, with 11+ distinct flavors packaged in 12-packs, Sampler Packs, and pre-curated Variety Packs distributed via DTC e-commerce, national grocery/club retail, and Amazon.
Is Culture POP Soda a public or private company?
Culture POP Soda is a private company. It is classified as venture growth investor backed and is currently operating.
When was Culture POP Soda founded?
Culture POP Soda was founded in 2020. It employs 11 to 50 people.
Where is Culture POP Soda based?
Culture POP Soda is headquartered in Concord, United States, in the North America region.
How does Culture POP Soda make money?
Three revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are retail Distribution Sales and wholesale B2B Sales.
Who are Culture POP Soda's main competitors?
Direct peers on record are Olipop, Poppi, Health-Ade Kombucha, GT's Living Foods (GT's Synergy) and Reed's Inc.. Emerging players are Tractor Beverage Co. and Karma Water. Broad incumbents are Suja Life, KeVita (PepsiCo) and Spindrift.
Does Culture POP Soda have an API?
No public API is recorded for Culture POP Soda.
What industry is Culture POP Soda in?
Culture POP Soda's product category is Functional Beverages. Its primary akta.pro industry code is AFAFAFAE, Probiotic/Prebiotic Functional Beverage Production (Non-Fermented). Its NAICS code is 312111 and its SIC code is 2086.