Coca-Cola’s 2017 Japanese Fiber Soda Gains US Popularity Amid 'Fibermaxxing' Trend
Coca-Cola’s Coke Plus, a diet soda with 5g of dextrin fiber launched in Japan in 2017, is gaining popularity in the US as part of the 'fibermaxxing' trend. Unlike prebiotic sodas, it tastes like regular Diet Coke and targets adults over 40. While not widely available in the US, it is sold through specialty retailers and online, with Coca-Cola CEO James Quincey hinting at future fiber additions to other products.
Key points
- Coke Plus contains 5g of indigestible dextrin fiber, marketed to suppress fat absorption and moderate blood fat levels after eating.
- The beverage debuted in Japan in 2017, targeting adults aged 40 and older, and gained attention in the US but never received a wide release.
- In the US, fiber sodas like Olipop, Poppi, and Culture Pop have emerged, with Olipop valued at nearly $2bn, but Coke Plus remains distinct for its Diet Coke-like taste.
- Coke Plus is available in the US through specialty retailers like Japanese Taste and Sugoi Mart, with a pack of 16 costing $50.50.
- Coca-Cola CEO James Quincey told CNBC that 'fiber creep' might occur this year, suggesting potential expansion of fiber-containing products.
Background
Japan’s aging population, with over 25% of residents aged 65 or older, may explain the initial popularity of Coke Plus in Japan. The US has seen a rise in fiber-focused beverages, with brands like Olipop launching in 2018 and gaining significant market value. Coca-Cola’s 2025 release of Simply Pop, a prebiotic soda, contrasts with Coke Plus’s simpler, Diet Coke-like flavor profile.
Why it matters
The growing interest in fiber sodas reflects broader consumer trends toward health-conscious beverages, with Coke Plus offering a familiar taste for those seeking added fiber without the flavors of prebiotic sodas. Its potential expansion in the US could influence the competitive landscape of diet and functional sodas.
What to watch
Coca-Cola may introduce fiber into other products, as hinted by CEO James Quincey. Consumers may see increased availability of Coke Plus in the US, either through wider retail distribution or continued reliance on specialty and online retailers.
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