Culture POP Soda

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.

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

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

• Functional beverages
• Probiotic sodas
• Sparkling beverages
• Organic soft drinks
• Better-for-you soda

Headquarters

HQ city

Concord

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core 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

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Sprouts, Walmart, Albertsons/SafewaycoreChannel Partner/ Reseller/ Distributor · 10 March 2026Nationwide 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 KahancoreGTM or Marketing Partner · 24 October 2025Multi-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)coreChannel Partner/ Reseller/ Distributor · 29 August 2025Costco 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

Direct 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

• Instagraminstagram.com/drinkculturepop
• Xx.com/drinkculturepop
• Facebookfacebook.com/drinkculturepop
• LinkedInlinkedin.com/company/culture-pop-soda

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds6 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Culture POP Soda