Check out BD’s podcast this week if you haven’t. Former Beverage Digest Editor and Publisher John Sicher and I had a compelling discussion about gut sodas like Poppi and Olipop.

While the two products and a host of similar prebiotic and probiotic sodas represent only a share point or so of the carbonated soft drink category, they are grabbing an outsized share of attention on social media and at retail. Both Poppi and Olipop have been the subject of M&A rumors, which haven’t panned out and were likely premature. Poppi grabbed headlines early this year when it snagged a last-minute Super Bowl ad spot to cast the drink as “the future of soda.”

The question we explored on the podcast is whether the gut soda category has the kind of staying power that would make it attractive for companies like Coca-Cola, PepsiCo, and Keurig Dr Pepper. We ended up seeing