Podcast Summary: Aspire with Emma Grede

Episode Title: The Aspire Playbook: How Alison Ellsworth Turned a Kitchen Experiment into a Billion-Dollar Brand
Release Date: July 22, 2025
Guest: Alison Ellsworth, Founder of Poppy

Introduction to Alison Ellsworth and Poppy

In this inspiring episode of Aspire with Emma Grede, host Emma Grede sits down with Alison Ellsworth, the formidable entrepreneur behind Poppy—a modern soda brand that skyrocketed from a kitchen experiment to a billion-dollar empire. Alison shares her journey, shedding light on the challenges, strategies, and personal growth that propelled her success.

The Leap of Faith: Starting Poppy

00:02:30 - Taking the First Step
Alison emphasizes the importance of action over procrastination. “So I think the most basic thing in the world is you just have to do it,” she advises listeners contemplating starting their own business. She reflects on her naive courage, free from fear, which allowed her to dive headfirst into entrepreneurship without waiting for the "perfect moment."

Key Insights:

• No Perfect Moment: The absence of a flawless start is natural in business.
• Embracing Naivety: Lack of fear can be a powerful catalyst for taking significant risks.

Building from the Ground Up: From Kitchen Table to Farmer's Market

00:05:38 - Identifying a Problem
Driven by personal health issues and the challenge of finding nutritious snacks on the go, Alison began experimenting with apple cider vinegar drinks. Dissatisfied with the taste, she didn’t give up and continued refining her product.

00:07:10 - DIY Beverage Creation
Alison shares her hands-on approach: “I used Google and just ordered ingredients online. We bought huge vats and set up vinegar vats in our guest room.” This grassroots method highlights the resourcefulness required in the early stages of product development.

Notable Quote:
"I have serious protein goals and finding protein-filled snacks is a challenge when you're always on the go." – [00:00:10]

Scaling the Business: From Local Markets to Whole Foods

00:08:38 - Validation and Scaling
After three weeks of selling at farmer's markets and receiving overwhelming positive feedback, Alison noticed interest from Whole Foods. This pivotal moment convinced her that Poppy had transitioned from a hobby to a legitimate business worth scaling.

00:09:09 - Financial Commitment
At just three months pregnant, Alison and her husband invested $90,000 of their life savings into Poppy. They managed operations themselves, balancing product brewing during the week with weekend sales, even as Alison went into labor on the production line.

Key Insights:

• Personal Investment: Significant financial and personal commitments are often necessary to scale.
• Work-Life Balance: Managing a growing business alongside personal life demands resilience and adaptability.

Strategic Marketing and Brand Building

00:22:19 - Embracing TikTok Early
Alison discusses how adopting TikTok early was instrumental in Poppy’s growth. By creating authentic and engaging content, Poppy amassed nearly 3 billion views, drastically increasing brand visibility and sales.

Notable Quote:
"We were one of the first brands to get on TikTok. I posted dances, recipes, and just anything to engage with the community." – [00:22:47]

00:25:35 - Brand First Approach
Focusing on authentic storytelling and community engagement, Poppy differentiated itself from traditional soda brands. The brand’s commitment to being “soda for the next generation” resonated deeply with Gen Z consumers.

Key Insights:

• Digital-First Strategy: Leveraging social media platforms can exponentially boost brand awareness.
• Authenticity Matters: Genuine engagement fosters a loyal and ride-or-die community.

Navigating Investment and Growth

00:29:26 - Partnering with the Right Investor
Alison highlights the significance of partnering with investors who understand the industry and share the brand's vision. Their sole investor, Rohan Hose, brought invaluable expertise from his background in other successful beverage brands, enabling Poppy to focus on growth without the constant pressure of seeking new funding.

00:32:19 - Letting Go and Trusting the Team
As Poppy scaled, Alison discusses the emotional and professional challenges of delegating control. Bringing in a CEO and CMO helped professionalize the business, allowing Alison to focus on her strengths in creative branding.

Notable Quote:
"One of the hardest and best decisions was bringing in a CEO. It professionalized the business and allowed us to scale effectively." – [00:32:06]

Achieving a Successful Exit: Acquisition by PepsiCo

00:58:43 - The Acquisition Process
Poppy's remarkable growth attracted major players, culminating in a $1.9 billion acquisition by PepsiCo. Alison describes the seamless negotiations and the alignment of visions that made the deal happen swiftly.

00:61:09 - Transitioning Post-Acquisition
Post-acquisition, Alison transitions out of the day-to-day operations but remains involved as an advisor, focusing on creative aspects and maintaining the brand’s authentic voice.

Key Insights:

• Strategic Acquisition: Aligning with the right partner ensures the brand's legacy and vision are preserved.
• Legacy Building: Selling to a global giant like PepsiCo positions Poppy for widespread distribution and long-term success.

Balancing Personal Life and Business Success

00:37:10 - Prioritizing Family Over Perfection
Alison shares how she and her husband chose to forego conventional romantic gestures to prioritize their marriage, business, and children. This deliberate choice allowed them to create more meaningful and manageable personal moments.

Notable Quote:
"We decided to let go of certain expectations to focus on what truly matters—our kids, marriage, and business." – [00:37:10]

00:78:42 - Navigating Business with a Spouse
Running a business with her husband has its challenges, including managing differing priorities and ensuring both partners feel valued for their unique contributions.

Key Insights:

• Open Communication: Regular feedback and honest conversations strengthen both personal and professional relationships.
• Shared Vision: Aligning on priorities and supporting each other’s strengths fosters a harmonious partnership.

Lessons Learned and Future Aspirations

00:52:15 - Embracing and Learning from Mistakes
Alison candidly discusses critical mistakes, such as over-investing in sleeved cans, which significantly impacted finances. She underscores the importance of being adaptable and learning quickly from operational missteps.

00:77:00 - Evolving Leadership and Embracing Change
Recognizing the need to grow beyond her initial role, Alison learned to trust her team and embrace new leadership structures, which was pivotal for Poppy’s expansion.

00:63:47 - The Freedom Post-Exit
Post-acquisition, Alison experiences an overwhelming sense of freedom, allowing her to explore new opportunities, spend more time with family, and ponder her next ventures without the constraints of running a rapidly growing company.

Notable Quote:
"The most overwhelming feeling now is freedom. I can do whatever I want, whether it's traveling, starting another company, or simply spending time with my family." – [00:63:47]

Conclusion: Inspiring the Next Generation of Entrepreneurs

Alison's journey from a kitchen experiment to a billion-dollar brand exemplifies the power of passion, resilience, and strategic thinking. Her insights into authentic marketing, the importance of the right investment partnerships, and balancing personal life with business success offer invaluable lessons for aspiring entrepreneurs. As she looks forward to new ventures and embracing her newfound freedom, Alison embodies the essence of turning dreams into reality.

Highlighted Quotes:

• "You just have to do it. There's no magic sauce, it's the entrepreneur, the idea, the passion, the grit." – [00:03:07]

• "We created a category that did not exist in a grocery store five years ago. We are soda for the next generation." – [00:18:16]

• "Culture's key. Invest in your people. It's the people who make or break the company." – [00:55:24]

• "I truly believe it made me a better leader, a better mom, a better wife." – [00:36:35]

This episode offers a comprehensive look into the making of a successful brand, the personal sacrifices behind the scenes, and the strategic decisions that lead to monumental growth and a successful exit. Alison Ellsworth's story serves as a beacon of inspiration for those daring to turn their innovative ideas into thriving businesses.