The Rebrand
In 2018, a gut health soda with a niche following faced a choice: stay small or compete with beverage giants—what followed was a rebranding gamble that redefined the category.
"We were able to get TikTok on really early as a brand. I think we were the first ones to just be real."
— Allison Ellsworth, Founder of Poppi
From Gut Troubles to a Sparkling Idea
In 2015, Allison Ellsworth was desperate for a solution to her gut health issues. Doctors couldn’t help, so she turned to apple cider vinegar (ACV)—a natural remedy with a reputation for restoring gut health. It worked. But drinking ACV daily was a chore. The harsh taste made it almost unbearable.
Determined to find a better way, Allison began experimenting in her kitchen, blending ACV with sparkling water and natural flavors. The result? A fizzy, flavorful drink that didn’t just offer health benefits but tasted good too. What started as a personal remedy soon became the foundation for Poppi—a soda that could make gut health accessible and enjoyable.
In 2018, Poppi debuted on Shark Tank, securing a $400,000 investment from Barbara Corcoran. But landing on national television was just the beginning. Scaling from a kitchen creation to a nationwide brand was a challenge Allison and her team weren’t fully prepared for.
The Branding Crisis
Poppi’s early branding focused heavily on its wellness benefits. The product, originally named "Mother Beverage," came in muted glass bottles with an emphasis on ACV’s health properties. While effective for die-hard wellness enthusiasts, the branding didn’t resonate with mainstream consumers.
Feedback from focus groups revealed a harsh truth: customers saw Poppi as more medicinal than fun. In a market dominated by bold, colorful sodas like LaCroix, Poppi was invisible on the shelf. Compounding the issue, retail placements often pushed the product to the health food aisle, limiting its exposure to casual soda shoppers.
The team realized they needed a dramatic shift to compete with beverage giants like Coca-Cola and Pepsi. It wasn’t just about a better product—it was about creating a brand identity that screamed “buy me.”
A Bold New Chapter
In 2020, Poppi rebranded—and everything changed.
The name "Mother Beverage" was replaced with the playful and memorable "Poppi." Muted glass bottles gave way to vibrant, pastel-colored cans, each flavor popping with personality. The design embraced a youthful, maximalist aesthetic, ditching the medicinal vibe for something trendy and Instagram-worthy.
But the transformation didn’t stop at packaging. Poppi leaned into influencer marketing, partnering with TikTok and Instagram creators to share their gut health stories and showcase Poppi as the ultimate lifestyle drink. The campaign exploded, making Poppi synonymous with health and fun.
Retailers took notice. Poppi landed prime shelf space at Target, Walmart, and Whole Foods. By 2022, the brand had raised $50 million in funding and secured its position as the fastest-growing functional soda on the market.
Poppi’s transformation is a masterclass in the power of bold branding and storytelling. From humble kitchen experiments to 20,000 retail locations, Poppi proves that even the smallest ideas can fizz into something extraordinary.
Key figure:
$100 million – Poppi's annual revenue as of 2023, reflecting its rapid growth in the beverage industry.
5 grams & 25 calories – Sugar content and maximum calorie count per can, positioning Poppi as a healthier alternative to traditional sodas.
$40 million – Total funding raised by Poppi over multiple rounds, underscoring its financial growth and market potential.
22,000 – The number of retail locations carrying Poppi after their rebrand, a dramatic increase from the 200 storefronts before the rebrand.
446,000 - Poppi’s Instagram following
