# Poppi: Allison and Stephen Ellsworth.  From Farmers Market Vinegar Drink to $2B Soda Sensation

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-09-22
- Length: 1h 06m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-22-poppi-allison-and-stephen-ellsworth-from-farmers-market-vinegar-drink-to-2b-soda

## Summary

Allison and Stephen Ellsworth, founders of Poppi, explain how they transformed a home-brewed apple cider vinegar drink into a $2 billion prebiotic soda acquired by Pepsi. They detail the pivot from 'Mother Beverage' to Poppi, driven by Shark Tank investor Rohan Oza’s critique that their branding was 'sh*t,' leading to a rebrand with colored cans and a 'functional soda' positioning. The founders describe overcoming early carbonation failures, securing Whole Foods distribution, and leveraging TikTok and Amazon to explode sales during the pandemic, culminating in a Super Bowl ad and eventual acquisition.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-22-poppi-allison-and-stephen-ellsworth-from-farmers-market-vinegar-drink-to-2b-soda#t=0) Introduction: Allison and Stephen Ellsworth and the Poppi Origin Story
- [11:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-22-poppi-allison-and-stephen-ellsworth-from-farmers-market-vinegar-drink-to-2b-soda#t=673) Allison’s Health Journey and the Creation of Mother Beverage
- [22:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-22-poppi-allison-and-stephen-ellsworth-from-farmers-market-vinegar-drink-to-2b-soda#t=1339) DIY Carbonation Disasters and Early Farmers Market Sales
- [37:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-22-poppi-allison-and-stephen-ellsworth-from-farmers-market-vinegar-drink-to-2b-soda#t=2245) Shark Tank Pitch, Deal with Rohan Oza, and Branding Overhaul
- [46:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-22-poppi-allison-and-stephen-ellsworth-from-farmers-market-vinegar-drink-to-2b-soda#t=2818) The Poppi Rebrand: Colored Cans and the Expo West Cancellation
- [55:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-22-poppi-allison-and-stephen-ellsworth-from-farmers-market-vinegar-drink-to-2b-soda#t=3320) Pandemic Pivot: Amazon, TikTok Virality, and Category Creation
- [1:07:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-22-poppi-allison-and-stephen-ellsworth-from-farmers-market-vinegar-drink-to-2b-soda#t=4026) Super Bowl Ad, Pepsi Acquisition, and Scaling to $2 Billion

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Poppi (product)
- Pepsi (company)
- Shark Tank (other)
- Rohan Oza (other)
- Whole Foods (company)
- Expo West (other)
- TikTok (other)
- Amazon (company)

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