Better-for-you juice manufacturer Suja Life has added US soda brand Slice to its stable of “all-natural” products and plans to relaunch it in 2025.
The deal, agreed for an undisclosed sum, will see Suja Life acquire the brand’s trademark and IP from New Slice Ventures.
The California-headquartered group plans to give Slice a “better-for-you makeover”, it said, including changing its ingredients and reducing sugar content.
“We are creating a soda replacement that soda drinkers will love while also providing health benefits. This includes the original, nostalgic soda flavors and taste, but with a cleaner ingredients list focused on gut health,” Maria Stipp, appointed CEO of Suja Life in February, explained to Just Drinks.
The reworked product will be available from next year – it is not currently manufactured or available to purchase. New Slice Ventures purchased the trademark from PepsiCo but “never fully brought a new product to market”, Stipp said.
Asked whether the changes could put drinkers off the “cult classic”, she said: “We plan on keeping the nostalgic, fun vibe of the brand, while also bringing a fresh modern take to the product.
“Customers will be familiar with the flavors and taste as our goal is to make Slice an exciting new better-for-you option in the soda category.”
Stipp said moving into soda was a natural next step for Suja Life. “As we continue to make meaningful changes in the better-for-you beverage space with our other brands, healthy soda not only makes sense as a next step but is a requirement to continue being dominant in the beverage industry as a whole,” she said.
Suja Life was formed in 2022 and is the parent company of cold-pressed juice brand Suja Organic and wellness shots brand Vive Organic.
Earlier this year, Suja Life entered the protein-drink category with the launch of a namesake range. It launched Suja Organic Protein Shakes in major US retailer Target – both in-store and online – where 12oz bottles are sold for $4.99 each.
The RTDs contain 16g of plant-based pea, rice and hemp protein and are available in three varieties: vanilla cinnamon, chocolate and coffee bean.
