Ben Stiller brings his Severance wit to the soda aisle, launching a vitamin-fortified brand that skips probiotics in favor of B12 and nostalgia-packed fizz.
Ben Stiller’s latest project doesn’t come with eerie corridors or corporate mind control, though Severance fans might appreciate the irony. Off-screen, the Apple show creator and director’s “outie” persona has turned soda jerk, debuting Stiller’s Soda in partnership with entrepreneur Alex Dorman. The brand launches in three nostalgic flavors — Root Beer, Lemon Lime, and, Stiller’s childhood favorite, Shirley Temple. But instead of a dystopian twist, each can delivers a low-sugar, 30-calorie sip fortified with a day’s requirement of vitamins B12, C, and D.
The actor has been candid about where the inspiration began. “My love of soda goes way back, and for me it began with Shirley Temples,” Stiller told People. “I think of me and my sister going out to dinner at a fancy restaurant with my parents and getting Shirley Temples. So much fun, and always so cool — like the grown-ups.”
The idea behind Stiller’s Soda was simple, the actor says: to bring back that same sense of nostalgia but make it work for today. “We wanted to reimagine the classic soda experience in a way that’s cleaner and lighter, without losing what makes it so special. At its core, the brand holds onto what makes soda fun, while giving people something they can feel good about drinking.”
At launch, the sodas are available in New York City and on Amazon, where a 12-pack sells for $29.99. The company expects a Walmart.com debut soon, with a nationwide retail rollout anticipated next year. Each can delivers 20 micrograms of vitamin D, 91 milligrams of vitamin C, and B12, giving the drinks a clear functional edge while staying true to familiar flavors.
Healthy soda’s next act
The soda aisle has been in flux for over a decade as traditional soft drink consumption declines. Younger consumers, in particular, are reaching for alternatives that promise low sugar, clean labels, and a functional boost.
According to Future Market Insights, the global low- and no-calorie soda market is expected to grow from $22.3 billion in 2025 to $41.5 billion by 2035. Meanwhile, functional sodas — a category that includes gut-health tonics and vitamin-fortified options — are forecast to expand from $1.95 billion in 2025 to $8.114 billion by 2035.
Prebiotic sodas have dominated the conversation in recent years. Brands like Poppi, Olipop, and Culture Pop tout their digestive health benefits and have been snapped up by both consumers and investors; PepsiCo purchased Poppi earlier this year for about $1.95 billion. Even Coca-Cola has entered the category with its Simply Pop prebiotic soda. But the emphasis on gut health has also drawn scrutiny, with lawsuits challenging whether the beverages deliver on their microbiome promises.
Instead of adding prebiotics or fiber, Stiller’s Soda keeps its positioning straightforward: a fun, nostalgic drink made modern with vitamins and reduced sugar. The beverages use a blend of cane sugar, stevia, and monk fruit to keep calories at 30 per can, while cutting back on the heaviness of traditional soda.
This approach allows the brand to sidestep regulatory and consumer skepticism around gut-health claims, while still offering a clear functional benefit. For shoppers overwhelmed by jargon on labels, “vitamin-fortified” may prove an easier sell than “prebiotic fiber blend.”
Of course, celebrity backing can only open the door. Success will depend on whether the sodas deliver enough flavor and refreshment to earn repeat buyers. As analysts note, curiosity may drive the first purchase, but only authentic taste and trust keep a brand in the cart.
For Stiller, the story circles back to the original Shirley Temples of his childhood. “Shirley Temples, in particular, were a big thing for me growing up,” he said. His newest role may not come with the intrigue of Severance, but the bet is just as bold: nostalgia, fizz, and a dose of B12 might be enough to change soda’s longtime unhealthy “innie” image.
Related on Ethos:
