Climbing in Heels with Rachel Zoe: ICYMI - Allison Ellsworth, Founder of Poppi

In the March 28, 2025 episode of Climbing in Heels with Rachel Zoe, host Rachel Zoe sits down with Allison Ellsworth, the dynamic founder of Poppi, a rapidly growing health-focused soda brand. The conversation delves into Allison's entrepreneurial journey, the challenges of balancing business with motherhood, and the strategies that propelled Poppi to success.

Early Life and Entrepreneurial Roots

Allison Ellsworth hails from Texas, a state deeply ingrained in her entrepreneurial spirit. Despite spending her early childhood in Colorado, she considers herself a true Texan, a sentiment mirrored by Rachel, who appreciates the drive and friendliness characteristic of Texans. Allison's family background is rooted in the oil and gas industry, with both her father and sister prominent figures in the sector. However, Allison's passion for entrepreneurship extended beyond traditional paths.

Transitioning from Oil to Wellness

Allison's pivot from the oil industry to wellness beverages was driven by personal health challenges. She recounts, "I discovered apple cider vinegar... and I just came really passionate about just better for you lifestyle" ([06:41]). Her commitment to a healthier lifestyle led her to create Poppi—a healthier soda alternative infused with apple cider vinegar. This innovation was born out of necessity and personal experience, highlighting her ability to identify market gaps and respond with authentic solutions.

Founding Poppi: From Kitchen Creation to Market Success

Poppi's inception was serendipitous. Allison shares, "I just went to my kitchen... it was a total accident, not an entrepreneurial journey at all" ([07:59]). The positive feedback from her husband and early testers encouraged her to take the leap into entrepreneurship. Allison and her husband invested their life savings into the venture, setting up their own manufacturing facility despite being newly pregnant. Their dedication paid off quickly, with Whole Foods expressing interest within three weeks of launching at local farmers markets. "Kelly Landrieu... told us, 'You guys should be in Whole Foods,'" Allison recalls ([11:04]).

Navigating Shark Tank and Securing Investment

A pivotal moment in Poppi's journey was their appearance on Shark Tank. Allison was nine months pregnant during the pitch, a testament to her resilience and determination. She states, "If you get too nervous, you're gonna go into labor" ([31:22]). Their persistence resulted in a deal with Rohan Oza, a seasoned beverage expert, securing $400,000 for 20% equity in the company. This investment was instrumental in rebranding and scaling Poppi during the challenging onset of the COVID-19 pandemic.

Adapting to Pandemic Challenges and Leveraging Digital Marketing

The COVID-19 pandemic forced Poppi to rethink traditional launch strategies. Instead of focusing on physical events, Allison turned to digital platforms like TikTok, amassing over 2 billion views and establishing Poppi as a digital-first brand. "We were just scrappy at the beginning," she emphasizes ([34:18]). This agility allowed Poppi to connect authentically with a younger demographic, leveraging influencer partnerships and organic growth to build a robust brand presence online.

Balancing Motherhood and Entrepreneurship

Allison's journey is also marked by her ability to balance the demands of building a business while raising three young boys. She shares the immense challenges and sacrifices involved, including working with a baby strapped to her while managing the bottling operations. "We could not afford a babysitter. My mom would come down on the weekends when she could to help" ([15:56]). Her partnership with her husband, who oversees innovation and supply chain, has been crucial in maintaining both family and business life. Allison emphasizes the importance of not adhering to traditional leadership roles, stating, "My title is Chief Brand Officer" ([22:10]), and highlights the significance of empowering her team and fostering a creative work environment.

Leadership Philosophy and Organizational Growth

As Poppi experienced explosive growth, Allison made the difficult decision to bring in an external CEO to manage the expanding operations. This move allowed her to focus on her strengths in brand vision and creative strategy. "Being a CEO, it's a lot of people management... there's so many things that I'm like, oh, wow, I don't want to do any of that" ([22:10]). She advocates for founders to recognize their own strengths and delegate roles that fall outside their expertise, fostering a collaborative and efficient organizational structure.

Marketing Strategies: Authenticity Over Celebrity

Poppi's marketing strategy has always prioritized authenticity. Allison explains, "I did it with no makeup on. I had my kids running around in the background" ([34:58]), which resonated with consumers seeking genuine brand connections. While initially leveraging affordable influencer partnerships, the rising costs of influencer marketing have prompted Poppi to seek more meaningful collaborations. Their partnership with Post Malone is a prime example: "He gave up big soda. He lost like 30 pounds... that was authentic" ([36:38]). This approach ensures that endorsements align with the brand's values and mission, maintaining consumer trust.

Achievements and Future Outlook

Poppi's achievements include becoming the official soda of the Los Angeles Lakers and dominating the Amazon marketplace as the number one soda. Allison expresses both pride and humility, stating, "I'm dominating. We are disrupting soda" ([38:21]). Despite the success, she remains focused on continuous growth and innovation, refusing to rest on her laurels and always striving to push the brand forward.

Reflections and Takeaways

Rachel Zoe concludes the episode by highlighting Allison's courage in relinquishing the CEO title and her unwavering commitment to her brand and family. This approach serves as an inspiring model for female entrepreneurs navigating the complexities of business and personal life. Allison's story underscores the importance of authenticity, adaptability, and leveraging one's strengths to build a successful and sustainable business.

Notable Quotes:

• "I just went to my kitchen... it was a total accident, not an entrepreneurial journey at all." — Allison Ellsworth ([07:59])

• "If you get too nervous, you're gonna go into labor." — Allison Ellsworth ([31:22])

• "We were just scrappy at the beginning." — Allison Ellsworth ([34:18])

• "My title is Chief Brand Officer." — Allison Ellsworth ([22:10])

• "He gave up big soda. He lost like 30 pounds... that was authentic." — Allison Ellsworth ([36:38])

This episode of Climbing in Heels offers valuable insights into the balance of entrepreneurship and motherhood, the power of authentic branding, and the strategic decisions that drive business growth. Allison Ellsworth's journey with Poppi serves as a testament to resilience, creativity, and the importance of staying true to one's vision.