Dive Brief:
- Actor and producer Ben Stiller is launching a better-for-you soda called Stiller's Soda, which is meant to offer consumers a healthier option without prebiotics and flavor that “actually tastes like soda.”
- Stiller’s Soda debuted Tuesday in three flavors: root beer, lemon lime and shirley temple. Each can has 30 calories and 7 grams of sugar, according to the company. The drinks also contain added vitamins and natural ingredients.
- The soda is available in retailers throughout Stiller’s hometown of New York City and nationwide on Amazon. Stiller's Soda plans to expand to Walmart’s e-commerce platform in the coming months, followed by a national retail expansion next year.
Dive Insight:
Stiller’s Soda is looking to fill what it calls a “gap” in the healthy soda market, which has been dominated by prebiotic players including Olipop and Poppi. The brand intentionally excludes prebiotics and is created for soda lovers who want a better-for-you alternative that doesn't sacrifice on taste.
“We wanted to reimagine the classic soda experience in a way that’s cleaner and lighter, without losing what makes it so special,” Stiller said in the announcement. “At its core, the brand holds onto what makes soda fun, while giving people something they can feel good about drinking.”
The healthier soda space is crowded, with both larger beverage companies and smaller players aiming for a piece of the market. PepsiCo bought prebiotic soda brand Poppi earlier this year and later launched prebiotic versions of its namesake soda. Coca-Cola, meanwhile, launched a prebiotic soda in February called Simply Pop.
Stiller’s Soda is positioning itself as a “classic soda for a new world,” because of its lower sugar and calorie content. The brand joins a growing cohort of celebrity-backed beverage brands, such as “Spider-Man” star Tom Holland's nonalcoholic beer and reality TV star Kendall Jenner's 818 Tequila.
Stiller, who recently drew acclaim for the Emmy-nominated Apple TV series “Severance,” founded the brand with beverage entrepreneur Alex Doman. Doman was CEO of Avec Drinks, a producer of soft drinks and cocktail mixers. Avec closed its online business in 2024 as it faced financial difficulties, according to a post on its Instagram account.
Stiller's Soda debuted with a marketing campaign featuring Stiller and fellow actor Justin Theroux, who is an advisor to the soda company. The campaign pays homage to Stiller and Theroux’s comedic roots by parodying top 1980s ads, per the release.
