A sparkling enterprise

Koh: The mission is to make a healthier beverage more accessible. — Supergulp

A GUT-FRIENDLY, low-sugar alternative to conventional soda is primed to shake up the fizzy drink industry.

Prebiotic carbonated drinks have been bubbling up in popularity as of late, with many consumers turning to them as a healthier option in lieu of traditional soft drinks.

While most people are familiar with probiotics – beneficial live microorganisms found in fermented products like kombucha, kimchi and yogurt – prebiotics remain lesser known.

Probiotics promote digestive and immune health, while prebiotics are plant fibres that serve to feed and fuel these probiotics, leading to a healthy gut microbiome.

In line with increased interest in gut health among wellness-conscious consumers, brands specialising in prebiotic sodas such as Olipop and Poppi in the United States have thrived.

Available in flavours reminiscent of classic sodas like root beer, cola, orange and lemon lime, these bubbly beverages typically boast low sugar content and prebiotics fibres from ingredients like chicory root and Jerusalem artichoke.

With modern, bright, eye-catching packaging, they tout themselves as better-for-you substitutes for traditional sugary carbonated drinks.

Savouring success

The thirst for sparkling prebiotic beverages remains on an upward trend globally.

According to an analysis by Future Market Insights, the prebiotic soda market was valued at US$262.2mil in 2024 and is projected to reach US$545.5mil by 2034, with a compound annual growth rate of 7.6%.

Seeking to tap into this growing demand, South-East Asian brands such as Supergulp have entered the fray, launching sparkling prebiotic offerings that cater to local markets.

Supergulp founder and managing director Julian Koh says the idea to develop a sparkling prebiotic drink brand came after a thorough taste test of existing imported options in the market.

“I came across these sparkling prebiotic drink brands from the United States and Australia while at the supermarket,” he recalls.

“At the time, I had never had soda with prebiotic fibre before, so I bought all of them and brought them home to try them.”

The verdict? “I liked it, because it was a little less sweet and easy to drink,” he says. “However, to me it felt like something was missing.”

He found a lack of variety among the imported sparkling prebiotic brands available, as most offered a limited range of flavours that catered primarily to Western tastes.

“I thought about how we could create a version that offered something unique, drawing from local fruits and flavours, such as lemongrass, asam boi and chrysanthemum – ones that people who grew up in South-East Asian households could resonate with.”

Inspired by the idea of offering locally familiar flavours in a sparkling prebiotic drink, he created what would become Supergulp.

In late 2023, the research and development process began, leading up to the brand’s launch in March 2024.

In just nine months, Supergulp was able to clock 60,000 cans sold and is now available at 250 retailers, including Village Grocer, Jaya Grocer, Qra, BilaBila Mart and Ascen+ Pharmacy.

Can-do attitude

“The mission here is to make a healthier beverage product more accessible and available,” Koh says.

In addition to offering tropical, locally inspired flavours such as lychee lemon and watermelon pineapple, Supergulp’s sparkling prebiotic drinks are positioned at a lower price point than imported brands.

This allows the brand to reach a wider scope of consumers.

Restaurants and cafes serve as a unique first touchpoint for Supergulp to connect with potential customers.

Today, Supergulp can be found on the menus of popular dining establishments like Pizza Mansion.

“The thought process was that consumers were more likely to experience the product while dining out at a restaurant and if they liked it, would then decide to later stock up on it at the supermarket or convenience store,” the founder explains.

The business has also sought other notable ways to cement the brand as a versatile lifestyle offering that goes beyond mealtime accompaniments.

Events such as tennis matches, community runs and even speed dating sessions allowed the company to showcase its product’s adaptability to a range of settings.

“The idea was to show how Supergulp could take the place of an isotonic drink while playing sports, or an alcoholic drink on a date,” he says. “The gut health aspect also became an interesting conversation starter for people.”

Additionally, a recent partnership with the popular local gelato brand, Paolo Paolo Gelato, exemplified the various ways in which the product could be incorporated.

“We worked with them to create a prebiotic ice cream float,” he shares. “There are many possibilities in terms of how it can be consumed – using it to mix drinks, for instance.”

In 2025, Koh says the business will place its focus on overseas distribution to markets such as Indonesia.

“It will be very interesting, because it will be a whole different set of consumers, who will have different testimonials and dynamics.”

At the same time, the brand remains committed to expanding its presence in more retailers across Malaysia, which he admits can be a challenging endeavour.

“One of the biggest challenges is in convincing more traditional retailers there is a demand for functional, better-for-you beverages,” he reveals.

“Changing that mindset is going to be tough, but at the end of the day it goes back to our mission – enhancing accessibility to healthy options for more people.”