Increased investor interest in brands such as Olipop, Poppi and a spate of new brands entering the category indicate functional sodas are gaining momentum, writes Brad Avery, and might eventually dwarf kombucha sales, said Jared Stein, co-founder of Monogram Capital Partners. "What Olipop and the others are doing by way of innovation is they're giving customers a format that they understand and are familiar with," said Stein.
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