Coca-Cola is entering the “better for you” soda category with a response of its own. This month, the beverage behemoth is rolling out Simply Pop, a prebiotic-packed soda that is flavored with fruit juice and vitamins that it claims “supports gut health,

The early marketing approach from Coca-Cola for the new product has a digital and experiential focus aimed at Generation Z, and includes influencer partnerships and social media campaigns. Analysts say the new brand aims to appeal to health-conscious consumers who are curious about prebiotic products, but may be hesitant to try them.

Coca-Cola is launching a prebiotic soda brand called Simply Pop, taking on upstarts Olipop and Poppi. Starting in late February, consumers on the West Coast and in the Southeast will be able to try Coke’s iteration of the trendy drink.

With the launch of Simply Pop, the Georgia-based drinks giant is staking its claim in the fast-growing prebiotic soda market.