Smaller brands can't really compete with Coca-Cola and PepsiCo in the major categories. That's why the number three player in the space, Keurig Dr. Pepper doesn't even have a signature cola product.
When you get even smaller than the top three, it becomes even harder to compete because the industry's Big Three dominate shelf space. Coca-Cola (KO) -) and PepsiCo. (PEP) -) have the muscle to force grocery chains and convenience stores to give shelf space to their new products.
Related: Pepsi discontinues 3 soda flavors Coca-Cola doesn't offer
Smaller rivals have to pay for that privilege or create demand for their drinks that force retailers to stock them. That's why Logan Paul's Prime beverages have moved from hard-to-find to pretty common. People have demanded that retailers carry them which has forced many to do so.
But, for every Prime or Celcius which have found their way into conventional distribution, dozens of fringe players have not. It's incredibly difficult to launch a new conventional soda, energy drink, or hydration product unless you have the backing of Coca-Cola or PepsiCo.
Jones Soda (JSDA) -), however, has carved out a niche selling ridiculous flavors. That has helped the company find distribution in toy stores, novelty shops, and other non-conventional retailers. Now, that company, which has offered a Turkey & Gravy flavor for Thanksgiving, and a Candy Corn soda for Halloween, has tried to make a big move into another untapped niche that Coke and Pepsi have ignored.
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Jones Soda tries to create a new category
Animal wellness has become a growing market. As people have become more conscious of their own health and how their diet impacts that, they have also begun to consider what they're feeding their pets.
"The Global animal health market size is expected to be worth around $239 billion by 2032 from $150 billion in 2022, growing at a compound annual growth rate of 4.9% during the forecast period from 2022 to 2032," according to Animal Health Market.
People love their dogs and cats and are actually reading the ingredients on the bags or cans of food they're buying. That's not just something from the Blue Buffalo dog food commercials or Fresh Pet ads, it's a growing trend.
Jones Soda wants to tap into that trend by selling a line of non-carbonated beverages for dogs.
Jones Soda has gone to the dogs
Using the tagline "Your best friend deserves Jones too," the soda company has launched a line of bottled beverages aimed at dogs (although they are also perfectly safe for humans.
"Jones Craft Dog Soda is the pawfect drink for your furry friend who is tired of drinking the same old boring water every day. Whether you're looking to treat your dog to something special, help them stay hydrated, or supplement their diet, this non-carbonated treat is a great choice," the company shared on its website.
And, while Jones has built its business around novelty products, this effort does seem like a serious effort to create a new category of wellness beverages for dogs.
The company called the drinks a "tasty snack that helps to promote a healthy digestive system," and "a soda-pup that helps promote joint health, but is always a treat."
It's selling the new drinks in three flavors: Turkey & Gravy, Beef, and Chicken.
Jones shared the inspiration for the drinks on its website.
We even have a Chief Bark Officer, MaryJane, strutting around HQ, keeping everything in check. But when the crew would get together and enjoy some Jones, we always felt there had to be a way to get MaryJane involved in the soda-sippin experience. So, the mad scientists we have working behind the scenes developed a beverage that is just as tasty for dogs as Jones Soda is for humans. And, to top it off, we added a pinch of good-for-you stuff to keep their joints jumping. So if you love Jones, and you love Dogs, you are in the right spot.
The line will be sold on Chewy "soon," and they're being sold in a 4-pack on the Jones website for $24.99 for delivery by Dec. 15.
