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Lesson: First to a real category beats best in a crowded one.
The protein bar solved hunger. The protein shake solved recovery. Nobody solved the in-between moment, when you're not hungry, not post-workout, just thirsty, and still want protein to count toward something. Koia just answered that. Protein Pop, clear pea protein, ten grams per can, two grams of sugar, four grams of prebiotic fiber, no artificial sweeteners, no collagen dressed up as a macro. It drinks like a soda. Cold, fizzy, refreshing. But it functions like a supplement. That combination does not exist anywhere else on the shelf right now.
The category timing matters. Functional soda built around gut health took Olipop and Poppi years to prove out, and PepsiCo paid $1.95 billion confirming the thesis. Protein is the next logical argument. The consumer who already swapped legacy soda for something functional is the same consumer hitting 150 grams of protein a day and looking for every format possible to get there. According to BevNET, Koia launched Protein Pop in January 2026 as the first clear plant-based protein soda in the US market, exclusively on TikTok Shop, with retail expansion planned for later this year. Ten years of R&D behind the formula. A decade of existing distribution across Whole Foods, Kroger, Sprouts, Costco, and 7-Eleven behind the brand.
The honest read, it's early. Taste reviews are mixed. Retail hasn't opened yet. But that's the point. Most brands that follow Koia into protein soda will use collagen, call it protein, and count on consumers not reading the label. Koia is starting with a real amino acid profile. That's a fundamentally different product even when it's sitting next to something that looks identical on the outside.
Where the Real Edge Lives
A decade of clean protein credibility before this launch is the edge. Retailer relationships, brand trust, and a distribution footprint are what most new entrants spend years and millions trying to build. Protein soda will get crowded fast. The brands arriving after Koia will outspend them on awareness. Being first only holds if the product earns repeat purchases. That proof is still coming, but Koia is the only brand in a position to collect it.
Three Signals That Matter
Signal 1 - Founder/Operator Takeaway
Category creation is the hardest play in CPG. No existing demand to capture, you have to build the belief from scratch. Koia's advantage is that it's not starting from zero. Ten years of protein credibility means the brand isn't asking consumers to trust a new company. Just a new format.
Signal 2 - Consumer Insight
The buyer Koia is after isn't shopping the supplement aisle. It's the same consumer who already trades up across every category, better soda, cleaner snacks, real protein. Giving that buyer a protein hit in something that feels like a reward rather than a chore is the right read on where the market is heading.
Signal 3 - Investor/Market Lens
No acquisition. No outside funding announced. TikTok Shop launch with retail expansion on deck. This is the moment just before a category either validates or stalls. Protein soda looks very different in 24 months. Koia has the formula, the relationships, and the head start. Whether that becomes a lasting position depends entirely on whether the product earns the second purchase.
That's my read on it from actually building in the CPG space.
Stick around. I’m just warming up.
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