Suja Life Brings Slice Back With Probiotics and 80s Nostalgia

Slice is officially back, and it's bringing probiotics to the party. Suja Life has relaunched the 1980s soda icon with a gut-friendly makeover that cuts calories by 75% while keeping the fizzy nostalgia intact.

The new Slice delivers prebiotics, probiotics and postbiotics in every can while capping sugar at five grams and calories at 40 or less. The reformulated soda targets health-conscious millennials who remember the original brand from their childhood but want functional benefits today.

Suja Life, the cold-pressed juice company that's built its reputation on wellness-focused beverages, acquired the Slice brand and positioned it squarely in the booming functional soda space. The move puts Slice in direct competition with category leaders Olipop and Poppi, which PepsiCo recently acquired for $1.95 billion.

"Today's Slice is a healthified version of the original while tasting like pure nostalgia," said Nicole Portwood, chief marketing officer at Suja Life. "We're celebrating the era in which the brand was born but with a retro-refreshed Slice edge."

The brand launched with eight flavors including Orange, Grape, Classic Cola and a new Cherry Cola variant hitting Sprouts stores this month. Distribution spans major retailers like Costco, Target and Kroger, with expansion planned for additional outlets through summer.

Slice's marketing strategy leans heavily into 80s and 90s culture through "106.3 The Fizz FM," an AI-powered radio station featuring fictional bands and three hours of looping content. The digital experience includes made-up artists like Lipstick Trigger and Prime Mode performing soda-themed hits, complete with album art and backstories.

The campaign reflects broader consumer trends driving the functional beverage market, which has exploded as millennials prioritize gut health without sacrificing taste or experience. Functional sodas have emerged as a key battleground, with established players rushing to capture market share through acquisitions and new product launches.

Suja Life's approach differs from pure-play functional soda brands by leveraging nostalgic brand equity while delivering contemporary health benefits. The strategy acknowledges that today's health-conscious consumers still crave indulgence, just with better ingredients and lower sugar content.

The Fizz FM radio experience launches nationwide June 20 with daily contests and call-in segments, designed to build community around the brand while driving trial among target demographics. Suja Life plans to expand the campaign through summer as it builds distribution and brand awareness in the competitive functional soda category.