Who Owns Bubly: Exploring the Ownership of a Popular Sparkling Water Brand

Updated: June 21, 2023


Bubly, the sparkling water brand known for its playful and vibrant flavors, has become a popular choice among beverage enthusiasts seeking a refreshing and calorie-free alternative to traditional sodas. With its distinctive, brightly colored cans and clever marketing campaigns, Bubly has managed to carve out a niche in the competitive beverage industry. But who exactly owns this fizzy sensation that has taken the market by storm?

Bubly is actually a brand owned by PepsiCo, one of the world’s leading food and beverage companies. Founded in 1965 through the merger of Pepsi-Cola and Frito-Lay, PepsiCo has grown into a global powerhouse with a diverse portfolio of iconic brands. From carbonated soft drinks like Pepsi and Mountain Dew to snacks like Lay’s and Doritos, PepsiCo has established a strong presence in both the beverage and snack sectors.

In an effort to tap into the growing demand for healthier and low-calorie beverages, PepsiCo introduced Bubly to the market in February 2018. The brand aimed to capture the attention of health-conscious consumers who desired a refreshing drink without sacrificing taste. Bubly quickly gained traction with its range of invigorating flavors and its association with the larger PepsiCo umbrella, benefiting from the company’s extensive distribution network and marketing expertise.

Under the ownership of PepsiCo, Bubly has continued to expand its product offerings and market reach. The brand now boasts a wide array of flavors, including classics like grapefruit and lime, as well as more adventurous options like mango and blackberry. Bubly’s success can also be attributed to its savvy marketing campaigns, featuring celebrities and clever wordplay that have resonated with consumers seeking a fun and lighthearted beverage experience.

What Is Bubly?

Bubly is a brand of flavored sparkling water that was introduced to the market by PepsiCo in February 2018. It offers a refreshing and calorie-free alternative to traditional sodas, appealing to health-conscious consumers seeking a flavorful and fizzy beverage option. Bubly is known for its vibrant and eye-catching packaging, with each flavor represented by a distinctive color on its sleek aluminum cans.

The main appeal of Bubly lies in its wide range of flavors. The brand offers a variety of options to suit different tastes, including classic choices like grapefruit, lime, and strawberry, as well as more unique and adventurous flavors like mango, blackberry, and cherry. Bubly aims to provide consumers with a delightful drinking experience by offering a burst of flavor without the addition of sugar or artificial sweeteners. It is a popular choice for those who want to hydrate with a carbonated beverage while avoiding the calories and potential health concerns associated with sugary drinks.

Bubly has gained popularity for its playful and fun marketing campaigns, often featuring celebrities and utilizing clever wordplay. The brand has successfully positioned itself as a vibrant and lighthearted option within the sparkling water market, targeting consumers who value both taste and enjoyment in their beverage choices.

History of Bubly

Bubly, the popular sparkling water brand, has a relatively short but impactful history since its introduction to the market in 2018. Here is a brief overview of the brand’s history:

  1. Introduction and Early Development: Bubly was launched by PepsiCo in February 2018 as a response to the growing demand for healthier and low-calorie beverage options. With a focus on providing consumers with a refreshing and flavorful sparkling water, Bubly aimed to capture a share of the rapidly expanding market for carbonated water.

  2. Flavorful Offerings: Right from the start, Bubly differentiated itself with its extensive range of flavors. The brand introduced a wide variety of options, including grapefruit, lime, lemon, orange, apple, cherry, mango, blackberry, and more. This diverse flavor lineup played a significant role in Bubly’s early success, appealing to consumers who sought flavorful alternatives to sugary sodas.

  3. Vibrant Branding and Marketing: Bubly’s branding and marketing efforts have been key to its recognition and popularity. The brand adopted a playful and lighthearted approach, with brightly colored cans that reflect the flavor of each beverage. Bubly’s marketing campaigns often featured celebrities and incorporated humorous wordplay, creating a fun and engaging brand image that resonated with consumers.

  4. Growth and Expansion: Following its successful launch, Bubly quickly gained traction in the sparkling water market. PepsiCo leveraged its extensive distribution network and marketing expertise to ensure widespread availability and visibility of the brand. Bubly’s popularity expanded as it reached more store shelves and gained a broader consumer base.

  5. Continued Innovation: To keep up with evolving consumer preferences, Bubly has continued to innovate and introduce new flavors. While the exact details of Bubly’s recent developments are beyond the knowledge, it is reasonable to assume that the brand has expanded its flavor offerings and potentially explored other product variations to meet changing market demands.

Overall, Bubly’s history is characterized by its successful entry into the sparkling water market, its focus on delivering a wide range of flavorful options, and its playful branding and marketing strategies. As a part of the PepsiCo portfolio, Bubly has benefitted from the company’s resources and global reach, allowing it to grow and establish itself as a prominent player in the competitive beverage industry.

The Creation of Bubly

The creation of Bubly, the popular sparkling water brand, can be attributed to PepsiCo’s initiative to tap into the growing demand for healthier beverage alternatives. Here’s an overview of how Bubly came into existence:

  1. Market Demand for Healthier Beverages: In recent years, consumers have been increasingly seeking healthier options in their beverage choices, moving away from sugary sodas towards more health-conscious alternatives. Recognizing this shift in consumer preferences, PepsiCo saw an opportunity to introduce a new brand that would cater to this growing demand.

  2. Development and Brand Concept: With the goal of creating a refreshing and flavorful sparkling water, PepsiCo’s team of product developers and researchers began experimenting with various formulations and flavors. The focus was on providing consumers with an enjoyable drinking experience without the calories and artificial additives commonly found in traditional sodas.

  3. Flavor Innovation and Testing: During the development process, the team at PepsiCo worked on creating a diverse range of flavors for Bubly. They carefully crafted each flavor profile to offer a distinct and satisfying taste. Through extensive testing and feedback, they refined the flavors to ensure they met the desired standards of quality and appeal.

  4. Packaging and Branding: To make Bubly visually appealing and instantly recognizable, PepsiCo invested in distinctive branding and packaging. The brand adopted a vibrant and playful design, featuring eye-catching colors on its sleek aluminum cans. Each flavor was assigned a specific color, creating a visually appealing lineup on store shelves.

  5. Launch and Market Penetration: In February 2018, PepsiCo officially introduced Bubly to the market. Leveraging its strong distribution network and marketing capabilities, PepsiCo ensured that Bubly gained widespread availability and visibility across various retail outlets. The brand was marketed as a calorie-free, flavorful, and fun sparkling water option, positioning itself as a healthier alternative to sugary beverages.

  6. Continued Success and Growth: Since its launch, Bubly has enjoyed significant success and continued growth. The brand’s flavorful offerings, playful branding, and effective marketing campaigns have helped it gain a loyal consumer base and establish a strong presence in the competitive sparkling water market.

Overall, Bubly was created by PepsiCo as a response to the increasing demand for healthier beverage options. With a focus on flavor innovation, eye-catching packaging, and strategic marketing, Bubly successfully positioned itself as a refreshing and enjoyable alternative to traditional sodas, capturing the attention and loyalty of health-conscious consumers.

Bubly’s Parent Company

Bubly is owned by PepsiCo, one of the world’s leading food and beverage companies. PepsiCo was formed in 1965 through the merger of Pepsi-Cola and Frito-Lay. With headquarters in Purchase, New York, PepsiCo operates globally and boasts a diverse portfolio of iconic brands in both the beverage and snack sectors.

PepsiCo’s extensive brand portfolio includes well-known names such as Pepsi, Mountain Dew, Gatorade, Tropicana, Lay’s, Doritos, Quaker, and many others. The company has a strong presence in various markets around the world, offering a wide range of products that cater to different consumer preferences and lifestyles.

As the parent company of Bubly, PepsiCo provides the brand with the necessary resources, distribution network, and marketing expertise to support its growth and success. Bubly benefits from PepsiCo’s global reach, financial stability, and industry experience, allowing it to expand its market presence and compete effectively in the sparkling water segment.

PepsiCo’s ownership of Bubly underscores the company’s commitment to diversifying its product offerings and meeting changing consumer demands. Through its ownership of Bubly and other brands, PepsiCo continues to innovate and adapt to evolving trends in the beverage industry, striving to provide consumers with a wide range of choices that suit their preferences and lifestyles.

Expansion and Market Impact

Since its introduction in 2018, Bubly has experienced notable expansion and made a significant impact in the market. Here are some key points highlighting its growth and market influence:

  1. Increased Market Presence: Bubly has rapidly expanded its market presence since its launch. Leveraging PepsiCo’s extensive distribution network, the brand has gained widespread availability in various retail outlets, including grocery stores, convenience stores, and online platforms. Bubly’s increased shelf space and visibility have contributed to its accessibility and popularity among consumers.

  2. Growing Consumer Base: Bubly has successfully attracted a diverse and growing consumer base. Its focus on providing a refreshing and flavorful alternative to sugary sodas has resonated with health-conscious individuals seeking healthier beverage options. Bubly has particularly appealed to millennials and Gen Z consumers who prioritize taste, variety, and lower-calorie choices.

  3. Flavor Innovation: Bubly’s extensive flavor offerings have played a crucial role in its market impact. The brand introduced a wide variety of flavors, catering to different taste preferences. Bubly’s commitment to flavor innovation, including unique combinations and refreshing options, has helped it stand out in the competitive sparkling water market and retain consumer interest.

  4. Fun and Playful Branding: Bubly’s vibrant and playful branding has contributed to its market impact. The brand’s colorful cans and witty marketing campaigns have caught the attention of consumers and created a distinct brand image. Bubly’s engaging social media presence and collaborations with celebrities have further enhanced its visibility and appeal among younger demographics.

  5. Competitor Influence: Bubly’s success has influenced the overall sparkling water market and the beverage industry as a whole. Its rise has prompted other major players in the industry to introduce their own flavored sparkling water products or expand their existing offerings. Bubly’s impact has contributed to the growing popularity of sparkling water as a healthier and refreshing beverage choice.

  6. Category Growth: Bubly’s entry into the market has also contributed to the overall growth of the sparkling water category. As consumers increasingly seek alternatives to sugary drinks, the demand for flavored sparkling water has surged. Bubly’s success has played a role in driving this category growth and encouraging other beverage companies to invest in similar product lines.

Bubly’s expansion and market impact have been significant. Its widespread availability, diverse flavor options, playful branding, and appeal to health-conscious consumers have contributed to its success. Bubly’s influence has not only expanded the sparkling water market but has also prompted competitors to adapt and introduce their own flavored water products. As Bubly continues to innovate and cater to evolving consumer preferences, its market impact is likely to grow even further.

The Success of Bubly

Bubly has achieved considerable success since its launch, solidifying its position as a popular and influential brand in the sparkling water market. Here are some key factors that contribute to the success of Bubly:

  1. Flavor Variety: One of the primary drivers of Bubly’s success is its wide range of flavorful options. Bubly offers a diverse selection of tastes, from classic options like grapefruit and lime to more adventurous choices like mango and blackberry. This extensive flavor variety appeals to consumers looking for enjoyable and refreshing alternatives to sugary beverages.

  2. Health-Conscious Appeal: Bubly capitalizes on the growing demand for healthier beverage options. As consumers become more health-conscious and seek to reduce their sugar intake, Bubly’s zero-calorie, sugar-free formulation resonates with individuals looking for guilt-free refreshment. By positioning itself as a healthier alternative to traditional sodas, Bubly has successfully captured a share of this health-conscious consumer market.

  3. Playful Branding and Marketing: Bubly’s playful and vibrant branding has played a significant role in its success. The brand’s eye-catching cans with colorful designs and witty slogans stand out on store shelves, attracting consumer attention. Bubly’s marketing campaigns, featuring celebrities and employing humorous wordplay, have further contributed to its popularity and created a strong brand identity.

  4. PepsiCo’s Resources and Distribution Network: As part of the PepsiCo portfolio, Bubly benefits from the company’s vast resources and extensive distribution network. PepsiCo’s established relationships with retailers and global reach have facilitated Bubly’s widespread availability, ensuring that the brand is accessible to a broad consumer base. This support from its parent company has helped Bubly penetrate the market more effectively and achieve rapid growth.

  5. Meeting Consumer Preferences: Bubly has successfully aligned itself with evolving consumer preferences. By delivering a flavorful and refreshing experience without compromising on health-consciousness, Bubly meets the demands of consumers seeking enjoyable and guilt-free beverages. The brand’s ability to tap into these preferences has contributed to its continued success.

  6. Market Timing and Growing Category: Bubly entered the market at a time when there was a significant shift in consumer preferences toward healthier options. This favorable timing, combined with the overall growth of the sparkling water category, allowed Bubly to capture a significant market share. As consumer interest in flavored sparkling water continues to rise, Bubly’s success has been further propelled.

Bubly’s success can be attributed to factors such as its diverse flavor variety, health-conscious appeal, playful branding, the support of PepsiCo’s resources, and its ability to meet evolving consumer preferences. By offering a refreshing and flavorful alternative to sugary beverages, Bubly has positioned itself as a prominent player in the sparkling water market and is well-positioned to continue its growth and success in the future.

Bubly’s Competitors

Bubly operates in a competitive market with several other brands vying for consumer attention in the flavored sparkling water segment. Here are some notable competitors of Bubly:

  1. LaCroix: LaCroix is a well-known brand in the sparkling water industry. It offers a variety of flavors and has gained popularity for its natural and zero-calorie beverages. LaCroix’s minimalist branding and focus on pure flavors have attracted a loyal following.

  2. Topo Chico: Topo Chico is a Mexican brand that has gained popularity in recent years. It offers sparkling mineral water known for its crisp and refreshing taste. Topo Chico has a distinct brand identity and appeals to consumers seeking a premium sparkling water experience.

  3. Spindrift: Spindrift is unique among competitors as it combines sparkling water with real fruit juice. The brand prides itself on using simple, all-natural ingredients and has gained a following for its emphasis on real fruit flavors.

  4. Perrier: Perrier is a well-established brand known for its sparkling mineral water. With a long history and a range of flavors, Perrier offers a classic and sophisticated option for consumers looking for a fizzy and refreshing beverage.

  5. Poland Spring Sparkling: Poland Spring, a popular bottled water brand, has expanded into the flavored sparkling water market. Its sparkling water line offers a variety of flavors, leveraging the brand’s reputation for quality and purity.

  6. Aha: Aha is a brand owned by The Coca-Cola Company that focuses on flavored sparkling water. It offers a range of bold flavor combinations and targets consumers looking for unique and refreshing taste experiences.

These are just a few examples of the many competitors in the flavored sparkling water market. Each brand brings its own unique flavors, branding, and marketing strategies to appeal to consumers’ diverse preferences. The competition in this segment continues to grow as more companies recognize the demand for healthier and flavorful beverage alternatives.

Bubly’s Target Audience

Bubly’s target audience primarily comprises health-conscious individuals who seek a flavorful and refreshing alternative to sugary sodas. The brand’s marketing and positioning are designed to appeal to a specific demographic that values taste, variety, and wellness. Here are some key characteristics of Bubly’s target audience:

  1. Health-Conscious Consumers: Bubly appeals to individuals who prioritize their health and wellness. These consumers are often seeking alternatives to sugary beverages and are conscious of their sugar and calorie intake. Bubly’s zero-calorie and sugar-free formulation resonates with this audience, as it allows them to enjoy a flavorful sparkling water without compromising their health goals.

  2. Millennials and Gen Z: Bubly’s branding and marketing efforts are tailored to attract younger demographics, particularly millennials and Generation Z. These generations tend to prioritize authenticity, uniqueness, and experiences. Bubly’s vibrant and playful branding, engaging social media presence, and collaborations with popular influencers and celebrities cater to the preferences and interests of these younger consumers.

  3. Flavor Seekers: Bubly targets individuals who appreciate variety and enjoy exploring different tastes. With its extensive range of flavors, Bubly appeals to flavor seekers who seek unique and refreshing options. The brand offers classic flavors like grapefruit and lime, as well as more adventurous combinations like mango and blackberry, catering to the diverse taste preferences of its target audience.

  4. Active and On-the-Go Individuals: Bubly’s convenient and portable packaging makes it suitable for active and on-the-go individuals. Whether at the gym, in the office, or out and about, Bubly provides a refreshing and hydrating beverage option without the bulk or calories associated with traditional sodas. Its sleek cans are designed to be easily carried and consumed on the move.

  5. Fun and Lighthearted Consumers: Bubly targets consumers who appreciate a fun and lighthearted approach to their beverage choices. The brand’s playful branding, witty slogans, and humorous marketing campaigns create a sense of enjoyment and entertainment. Bubly aims to provide a delightful drinking experience and inject a sense of positivity and joy into consumers’ lives.

While these characteristics represent the primary target audience for Bubly, the brand’s appeal extends to a broader consumer base as well. Bubly’s emphasis on health-consciousness, flavor variety, and enjoyable drinking experience has garnered popularity among a wide range of individuals seeking refreshing and guilt-free beverage options.

The Future of Bubly

The future of Bubly looks promising as the brand continues to capitalize on the growing demand for healthier and flavorful beverage options. Here are some potential developments and opportunities that could shape the future of Bubly:

  1. Expansion of Flavor Offerings: Bubly could continue to innovate and expand its flavor portfolio to cater to evolving consumer preferences. By introducing new and unique flavor combinations, the brand can maintain its appeal and capture the interest of flavor-seeking consumers. Additionally, Bubly may explore partnerships or limited-edition collaborations to introduce limited-time flavors or special editions, further generating excitement and engagement with its audience.

  2. Sustainability Initiatives: As sustainability becomes an increasing concern for consumers, Bubly may focus on enhancing its sustainability practices. This could involve exploring eco-friendly packaging options, reducing its carbon footprint, and increasing transparency about its environmental initiatives. By aligning with consumer values and emphasizing its commitment to sustainability, Bubly can strengthen its brand reputation and attract environmentally conscious consumers.

  3. Global Market Expansion: While Bubly has already established a strong presence in several markets, there is potential for further international expansion. As the demand for healthier beverages and flavored sparkling water continues to grow globally, Bubly could explore opportunities to enter new markets and increase its market share outside of its current regions. Leveraging PepsiCo’s global distribution network and expertise, Bubly can expand its reach and capitalize on emerging trends in various countries.

  4. Diversification of Product Line: Bubly may consider diversifying its product line beyond sparkling water. This could involve introducing new beverage formats or expanding into related categories such as enhanced water, functional beverages, or ready-to-drink options. By leveraging its brand recognition and consumer trust, Bubly can extend its presence into complementary segments and capture additional market opportunities.

  5. Digital Engagement and Personalization: Bubly can leverage digital technologies and data-driven insights to enhance consumer engagement and personalize the brand experience. This could involve leveraging social media platforms, interactive campaigns, and targeted marketing efforts to connect with consumers on a deeper level. By understanding consumer preferences and behaviors, Bubly can deliver personalized recommendations and offers, further strengthening brand loyalty.

  6. Innovation in Packaging and Formats: Bubly could explore innovative packaging and formats to enhance consumer convenience and appeal. This could include introducing different sizes of cans, multipacks, or alternative packaging materials. By providing options that suit different occasions and consumer preferences, Bubly can meet the diverse needs of its target audience and drive further growth.

The future of Bubly holds opportunities for continued growth and success. By focusing on flavor innovation, sustainability, global expansion, product diversification, digital engagement, and packaging innovation, Bubly can maintain its relevance, attract new consumers, and further solidify its position as a leading brand in the flavored sparkling water market.

Frequently Asked Questions

Yes, Bubly operates as a subsidiary of PepsiCo. It is one of the many brands under the PepsiCo umbrella.

Bubly was launched in 2018, entering the sparkling water market with its unique flavors and branding.

Bubly products are widely available in various retail outlets, restaurants, and online platforms. You can find them in grocery stores, convenience stores, and even through e-commerce platforms.

Bubly is owned by PepsiCo, a multinational food and beverage corporation.

PepsiCo recognized the growing demand for sparkling water as consumers sought healthier alternatives to sugary sodas. Creating Bubly allowed PepsiCo to enter this market segment and cater to evolving consumer preferences.


In conclusion, Bubly is owned by PepsiCo, a multinational food and beverage company with a global presence. As a subsidiary of PepsiCo, Bubly benefits from the company’s extensive resources, distribution network, and marketing expertise. PepsiCo’s ownership of Bubly demonstrates its commitment to diversifying its product offerings and meeting changing consumer demands. Through its association with PepsiCo, Bubly has been able to expand its market presence and compete effectively in the sparkling water segment. With the support of its parent company, Bubly is well-positioned for continued growth and success in the beverage industry.



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