SoBe, the colorful, vibrant beverage brand that became iconic in the late 1990s and early 2000s, is a nostalgic favorite for many. Known for its fruity, sugary flavors like piña colada, strawberry daiquiri, and orange cream, SoBe was marketed as a healthy, fun drink that quickly became a pop culture phenomenon.
It was beloved not just for its sweet flavors but for its flashy branding and sponsorship of major athletes, making it feel like a cool, edgy product.
SoBe was acquired by PepsiCo in 2000 for approximately $370 million, and its popularity continued to rise. However, by the mid-2010s, fans started noticing that the drinks were becoming harder to find. Supply issues began around 2017, and it seemed as if the brand was slowly being phased out.
Fans took to Reddit, social media, and even petitioned to bring back SoBe, but PepsiCo remained tight-lipped on the matter.
SoBe’s last official tweet in 2017 hinted at a lack of plans for a return, and since then, there’s been little communication from the company about the drink’s disappearance.
Despite the strong fanbase and nostalgic pull, SoBe seemingly faded into the background. The iconic lizard logo still appears on PepsiCo’s official brand list, but finding the drink in stores has become increasingly difficult.
SoBe fans continue to flood the brand’s social media pages and demand answers, but PepsiCo has been evasive, often claiming that the drink’s availability varies by location.
The SoBe website, although still live, reflects the brand’s neglect with a few remaining retailers showing sold-out stock.
The downfall of SoBe may have been tied to the increasing competition in the beverage market, especially with the rise of energy drinks and new, trendy health-conscious products.
Unfortunately, the brand seems to have quietly disappeared without a proper closure. It’s unclear why PepsiCo has chosen not to fully announce SoBe’s retirement, but it’s likely that the company felt it had outlived its time.
While SoBe might still hold a place in the hearts of many, its colorful, sugary elixirs appear to have joined the ranks of beloved products that have disappeared too soon.
