Culture Pop CEO Relies on Gen Z and Millennial Employees to Keep Brand Relevant

Tom First, 59, founded the probiotic soda company and says younger staffers help him connect with the target consumer.

Apr. 5, 2026 at 9:51am

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Tom First, the 59-year-old founder of probiotic soda brand Culture Pop, says he relies heavily on his younger Gen Z and millennial employees to keep the brand relevant and connect with its target 25-to-40-year-old consumer base. First, who previously founded the Nantucket Nectars juice company, says his younger employees have gotten him on TikTok and encouraged him to interact directly with consumers, which has helped the brand build an authentic social media presence.

Why it matters

Culture Pop is one of the newer players in the fast-growing probiotic soda category, competing with brands like Poppi and Olipop. As a smaller brand going up against industry giants, Culture Pop has had to find creative ways to stand out and engage its younger target audience. Leveraging the insights and skills of its Gen Z and millennial employees has been key to the brand's rapid growth and success in connecting with consumers.

The details

First founded Culture Pop about six years ago, after selling his previous company Nantucket Nectars. Even though he had prior experience in the food and beverage industry, he knew he had to start from scratch with Culture Pop. The brand has since grown to be in 50 states, with revenue growing 100% year-over-year. While Culture Pop is approaching $100 million in revenue, First still considers it a 'small guy' in the massive carbonated soft drink industry. The brand's core customer base is younger than First, in the 25-to-40-year-old range, and is interested in ingredients, health, and authenticity. To connect with this audience, First relies heavily on his younger employees, who have gotten him active on TikTok and encouraged him to interact directly with consumers in the comments. This has helped the brand maintain an authentic social media presence, rather than feeling 'transactional' like some influencer-driven campaigns.

  • Culture Pop was founded about 6 years ago.
  • The brand is approaching $100 million in revenue in a couple of years.
  • Culture Pop's revenue has been growing by 100% year-over-year.

The players

Tom First

The 59-year-old founder of probiotic soda brand Culture Pop, who previously founded the Nantucket Nectars juice company.

Culture Pop

A probiotic soda brand founded by Tom First about 6 years ago, which has grown to be in 50 states with revenue approaching $100 million.

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What they’re saying

“I rely heavily on a lot of 20-somethings in my company because they know what people like and what offends people. It seems to change every six months.”

— Tom First, Founder, Culture Pop

“My team has encouraged me to interact with people directly in the comments from my own account, which I really enjoy. It helps me directly understand what resonates with our consumer and what they're looking for next.”

— Tom First, Founder, Culture Pop

What’s next

Culture Pop plans to continue its rapid growth trajectory, aiming to reach $100 million in revenue in the next couple of years.

The takeaway

By embracing the insights and skills of its younger Gen Z and millennial employees, Culture Pop has been able to build an authentic connection with its target consumer base and stand out in the crowded probiotic soda category, even as a relatively small player in the massive carbonated soft drink industry.