🤠 “LIVE with Poppi Co-founders Allison & Stephen Ellsworth — Pepsi’s $2B Power Couple

Summary

The Best One Yet – Live with Poppi Co-founders Allison & Stephen Ellsworth

Episode: Pepsi’s $2B Power Couple
Date: February 27, 2026
Hosts: Jack Crivici-Kramer & Nick Martell (with guest host Anna)
Guests: Allison & Stephen Ellsworth (Co-founders of Poppi)

---

Episode Overview

This lively, in-person episode of The Best One Yet brings together Allison and Stephen Ellsworth, the married co-founders of Poppi, the revolutionary prebiotic soda brand. The discussion delves into their journey: from a famously pregnant appearance on Shark Tank, to scaling Poppi into a viral sensation, and ultimately achieving a $1.95 billion acquisition by PepsiCo. The episode blends business insight, couples’ dynamics, entrepreneurial lessons, and fun rapid-fire games for a fast-paced, inspiring look at what it takes to build, scale, and sell a beloved consumer brand.

---

Key Discussion Points & Insights

1. Celebrating the PepsiCo Acquisition

• The Emotional Rollercoaster of the Exit

  • Allison shares a candid, unglamorous truth about the moments after finalizing the exit.
  • Quote: "The day we actually signed the deal and we were waiting for the money to hit the bank, I think we actually got into one of the biggest fights ever..." (05:06, Allison)
  • They reveal how the immense stress and vulnerability around their business “baby” led to tension, but ultimately was followed by a re-centering trip to Europe (with their three kids in tow).

• From Freedom to Seeking New Purpose

  • Nearly a year out from the deal, Allison describes an initial sense of liberation, but also a loss of purpose that comes after achieving such a massive goal.
  • Quote: "I think in life, you need purpose. So for me, it was a very overwhelming feeling of freedom. But now that the dust has kind of settled, I'm like, wait, it's not what it's about." (06:51, Allison)

• Remaining Involved

  • Both are now advisors to Poppi, likening the company to a child going off to college – cheering from the sidelines and helping with big moments (like Super Bowl ads), but no longer day-to-day.

---

2. Building Poppi: Brand vs. Numbers

• Brand Building over Metrics

  • Allison’s fierce insistence on prioritizing brand over bottom-of-funnel metrics for early-stage startups sets her apart as a “ROAS killer.”
  • Quote: “When I get on a call with a founder and they start talking about bottom of funnel Roas, their KPIs, I'm like, oh my gosh, I cannot help you. Like, this is doom. I want to be a Roas killer. I want us to think about brand awareness, brand building, future, like, disruption…” (18:41, Allison)

• Community-Driven Marketing

  • Poppi built virality by treating every supporter as a community member and using unlimited free samples as a tool. Their TikTok footprint exploded as a result.
  • Quote: “Focus on the brand… think about, like, how are you connecting with your…community, not your customer. We looked at just like Poppy's community and that's what built us on TikTok. We have like over 3 billion views…” (19:52, Allison)

---

3. Distribution vs. Product: The Next Frontier

• Post-Acquisition Distribution Power

  • With Pepsi, Poppi gained access to venues and chains off-limits before, propelling the brand on a new trajectory.
  • Quote: “We were the official soda of the Lakers, yet we were not allowed to be sold in the stadium. Like, that is wild to me…now we see Poppy in places like Subway, Jersey Mike’s, Taco Bell, Starbucks…” (09:43, Allison)

• Entrepreneurial Strategy

  • Hosts highlight a key business insight: “First time founders focus on the product, but second time founders focus on the distribution.” (10:31, Anna)

---

4. Operating as a Couple: Marriage & Business

• Full Commitment and Trust

  • Stephen distills the couple’s formula for both marriage and successful partnership: total commitment from both sides is needed—going 100% in, not 50/50.
  • Quote: “…there needs to be 100% commitment from both parties… as the business goes up and down… So I think that's the biggest thing that sort of marriage and business has taught us is just full on.” (11:50, Stephen)

• Division of Labor & Knowing Lanes

  • Complementary strengths helped: Allison on creative/brand, Stephen on ops and product. “We know our lanes. Stay in your lanes.” (13:09, Allison)

• Work-Life Integration over Balance

  • They embrace work-life blur and late-night collaborations, challenging the myth of strict “balance.”
  • Quote: “If you’re an entrepreneur and you’re shutting your computer at 7 o’clock, like, what are you doing? Right. We're all hustling.” (14:15, Allison)
  • Quote: “You work a job that you don't like, they call it stress. You work a job that you love, they call it passion. And, like, that was us.” (14:48, Stephen)

---

5. Shark Tank Full Circle & Employee Equity

• Massive Value Creation

  • On Shark Tank, their valuation was $1.6M. Seven years later, Poppi sold for $1.95B, a “100,000% equity growth.” (16:10, Jack)

• Employee Wealth Sharing

  • Virtually all Poppi employees participated in that win: “99% of the employees also had equity…they bought homes, they retired their parents, they bought cars...” (14:48, Stephen)

• Alison Returns as a Shark

  • She became the first former founder to become a Shark Tank shark.
  • Brand Builders Over CEOs: "If founders talk only numbers, 'this is doom.' We need brand, not just profit." (18:41, Allison)

---

6. Super Bowl Ads: Building a Cultural Vibe

• Three Consecutive Super Bowl Commercials
  • Each approached differently, intentionally maintaining Poppi’s indie brand feel even after acquisition. Super Bowl ads are “about vibe, not just numbers.”
  • Quote: “We’ve never really cared about [ad ratings]... for us, it’s just how many people can learn about Poppi, feel some emotional connection… It goes back from the head to the heart.” (22:55, Allison)

---

7. The Soda Industry, Disruption, and Big Brand Dynamics

• Prebiotic Soda Rivalry

  • Pepsi’s launch of a competing prebiotic soda isn’t a threat: “How flattering is it that Pepsi... is looking to Poppi and saying, hey, this prebiotic thing is pretty cool. We created the category…” (23:43, Stephen)

• The Power of Startups vs. Giants

  • Hosts and guests agree big CPG firms outsource innovation to startups, buying breakouts rather than risking their own launches.
  • Quote: “If you create something right now and you have the passion... these big corporations are waiting to see who creates the next big thing.” (25:25, Jack)
  • From the inside: “Now that we’re on both sides… We have a lot of interaction with the Pepsi team… it’s really hard in a big corporation to move really quickly. When you’re a small startup, you’re allowed to move at the speed of culture.” (26:36, Allison)

---

8. Entrepreneur Advice: Talent, Delegating, and Growth

• Scale Requires Letting Go
  • Allison’s top lesson: hire faster, let go sooner—don’t let ego slow you down. Hire for what you need in a year, not just now.
  • Quote: “The second you start letting go and not letting your ego get in the way of growth is really where you have real growth.” (28:02, Allison)
  • Delegation Threshold: “If you have 50–60% trust in somebody else, that's literally when you should start to delegate it.” (28:59, Stephen)
  • Host summary: “In order to grow, you have to let go.” (29:29, Jack)

---

9. Notable Moments, Quotes & Humor

• ASMR Soda Opening: Early “product placement” and a can opening moment for the crowd. (04:12)
• The Mafia of Beverage Distribution: Allison compares locked-up soda venue relationships to the mafia. (10:58)
• Poppi’s Explosive TikTok Strategy: “1/3 of the [TikTok] platform has seen my face seven times.” (19:52, Allison)
• Rapid Fire: The Newlyweds Game
  • Stephen guesses Allison’s favorites: Skims (brand), Crocs (dream collab), cheddar popcorn (snack), Kim Kardashian ("leader”), East Side pink cups taco place (restaurant). (29:55–31:45)

---

Key Quotes by Timestamp

• On Acquisition Stress:
  • "We actually got into one of the biggest fights ever..." - Allison (05:06)
• On Purpose After Big Success:
  • "I think in life, you need purpose..." - Allison (06:51)
• On Brand Building:
  • “I want us to think about brand awareness, brand building, future like disruption…” - Allison (18:41)
• On Employee Equity:
  • “99% of the employees also had equity… they bought homes, they retired their parents...” - Stephen (14:48)
• On Entrepreneurial Delegation:
  • “If you have 50–60% trust in somebody else, that's literally when you should start to delegate it.” - Stephen (28:59)
• On Big Brand Dynamics:
  • “They've decided to not take the risk of innovation and instead they've outsourced innovation to the startup sector.” - Jack (25:25)

---

Important Timestamps

• Acquisition Story & Emotions: 05:06–07:19
• Brand vs. Metrics Philosophy: 18:41–20:48
• Super Bowl Ad Strategy: 22:12–22:55
• Soda Industry & Big Brand Mentality: 23:43–27:04
• Best Lessons on Hiring & Growth: 28:02–29:32
• Rapid-Fire Newlyweds Game: 29:46–31:45

---

Tone & Style

The episode is fast-paced, witty, and full of camaraderie, with plenty of light teasing and candid revelations. The speakers are authentic and transparent, often poking fun at each other and themselves while dropping actionable, hard-won business lessons.

---

Takeaways for Entrepreneurs & Couples

• Build community, not just a customer base.
• Brand is everything for early-stage startups; numbers come later.
• Equity shared with employees creates outsized motivation and loyalty.
• Founders: hire fast, let go, and over-invest in talent—you can’t do it all.
• Work-life integration is natural for the passionate entrepreneur; embrace the blur.
• Trust, complete commitment, and knowing lanes are foundational in any partnership—business or marriage.

---

Memorable Moment

[04:12] The live ASMR soda can opening, setting a fun, celebratory tone for the show and symbolizing Poppi’s branding prowess.

---

Summary Prepared By: The Best One Yet Podcast Summarizer
For: Listeners, entrepreneurs, and aspiring couples in business who want the inside track on building something great—and having fun doing it.

Transcript

[Host Anna]

Ladies, some couples go on dates, some couples go on vacation.

[Host Jack]

But this couple went on Shark Tank and then sold their business for billions.

[Host Anna]

Last year, we interviewed Alison Ellsworth on creating Poppy, the power pioneer prebiotic soda of the world.

[Host Jack]

Today, we're bringing her back along with her co founder, Steven.

[Host Anna]

I'm sorry, Jack, you mean husband Steven.

[Host Jack]

This interview is part T boy hangout and part couples counseling.

[Host Anna]

Because Allison and Steven bring pitch decks to their date nights.

[Host Jack]

They bring product samples to their anniversary

[Host Anna]

because eight years ago, they launched a gut health drink on Shark Day while

[Host Jack]

Allison was actually nine months pregnant.

[Host Anna]

But Alison didn't give birth to a human. She gave birth to a unicorn.

[Host Jack]

Because last year, Poppy, an Austin based company, sold to PepsiCo for $1.95 billion.

[Host Anna]

There we go. Because Poppy was so disruptive, they made Pepsi pay.

[Host Jack]

It was so viral, it made Diet Coke cry.

[Host Anna]

So beloved, they made Alex Earle thirsty for equity.

[Host Jack]

This couple has created three super bowl commercials together.

[Host Anna]

I'm sorry, Jack. This couple's created three kids together.

[Host Jack]

Yeah. Please welcome to the stage the God and goddess of the gut, the king

[Host Anna]

and queen of crushin cans, the Bonnie

[Host Jack]

and Clyde of bubbles.

[Host Anna]

Because tonight we have both Alison and Steven Ellsworth, the co founder power couple of Poppy in.

[Host Jack]

And tonight's interview with Stephen and Allison is the best one yet.

[Host Anna]

Let's hit it. Now a quick word from our sponsor, Menace AI Yetis. So when are we using AI when we're jumping in T boy style to some research.

[Host Jack]

Why crunch numbers in that earnings report when a bot will do it for you?

[Host Anna]

Don't worry, Jack's love language is fact checking. So everything gets a double check. Fact check before it makes the pod.

[Host Jack]

You know it. No AI Slop or ad no.

[Host Anna]

So Jack and I are pumped to tell you about Manus AI the hot new AI agent that does more than just answer your questions.

[Host Jack]

It does tasks for you that you don't want to do to get your work done faster and better.

[Host Anna]

Manus is the most powerful AI agent for people who don't code.

[Host Jack]

We just asked Manus where the CEOs of the 100 most profitable companies went to college.

[Sponsor Voice Ndomic]

Boom.

[Host Jack]

It created it for us.

[Host Anna]

Or you could ask Manus to launch an e commerce shop for you.

[Host Jack]

Boom.

[Host Anna]

You're Anna Wintour.

[Host Jack]

Manis connects the most advanced LLMs with a set of tools to deliver real world tasks.

[Host Anna]

Oh, by the way, Manus means hands in Latin. Because like hands, Manus is pretty darn useful to humans.

[Host Jack]

And you can get your hands on Manus AI for free.

[Host Anna]

Visit Manus Im tboy to get started with Manus and some T boy special credits.

[Host Jack]

That's Manis Im tbly.

[Sponsor Voice Ndomic]

This is Ndomic and Sue from the no Free Lunch podcast ever. Feel like your workload is out of control? Like you're wearing every hat and expected to be everywhere at once? Running a business means juggling books, payments, leads, payroll, basically everything. But with Intuit QuickBooks, your workload gets unloaded. QuickBooks gives you access to Intuit's powerful AI agents and trusted human experts who work together to handle the tedious stuff so you can get back to what actually grows your business. And because everything's streamlined on one platform, your customer management, accounting, expenses, and payroll all work seamlessly in one place. So go ahead, outdoit with intuit QuickBooks. Get 50% off QuickBooks online for 3 months. Terms and conditions apply. Feature availability may vary by product. Visit QuickBooks.com for details.

[Alison Ellsworth]

Product placement. Hold on.

[Host Jack]

Yes.

[Host Anna]

Let's get that label out. Yeah.

[Steven Ellsworth]

She knows. She knows.

[Host Jack]

Would you be upset if I snag that? Oh, root beer.

[Alison Ellsworth]

Honestly, it would make my day.

[Host Anna]

Yeah, I think there is an. I believe there is an ASMR opportunity. Wait.

[Alison Ellsworth]

You have to. Okay, wait. Yeah, yeah.

[Host Jack]

Do it right.

[Alison Ellsworth]

Come on.

[Steven Ellsworth]

Ooh, that was good.

[Host Jack]

At Nick Summer Camp. That was his special talent. He can make that sound.

[Alison Ellsworth]

Wait, that's kind of iconic. Now we just need some nail tapping.

[Steven Ellsworth]

That's what I was waiting for.

[Host Jack]

So, Alison, when we had you last on the show, you said, and I

[Host Anna]

quote, I hope that you guys come

[Host Jack]

to Austin next year for a live show.

[Host Anna]

I believe Alison manifested everything here. You manifested this.

[Host Jack]

It's happened.

[Steven Ellsworth]

That's on brand for her.

[Alison Ellsworth]

It sounds like me.

[Host Jack]

Now that Steven's here, we want to ask how the mommy and daddy of Poppy celebrated the incredibly successful acquisition with PepsiCo last year.

[Host Anna]

Take us, like, into the room. What happened when you finally signed and did the deal?

[Alison Ellsworth]

Oh, that's a great question. Because the day we actually signed the deal and we were waiting for the money to hit the bank, I think we actually got into one of the biggest fights ever.

[Host Anna]

Really?

[Alison Ellsworth]

Yes. And so, like, we're like, you clear your schedule. Let's go to lunch. He didn't do it. I was like, okay, clear your afternoon.

[Host Jack]

Wait, wait, wait. Couples counseling. We predicted this.

[Alison Ellsworth]

It was. It was interesting, but, like, we didn't make time for this. And then the next day, we were like, that was silly. Like, our lives are the same. Let's go to yoga and have a good day. And we were like, chill after that. But it's a stressful moment that I think people don't realize. Going through an exit can be kind of vulnerable and crazy. Right.

[Host Anna]

And it's.

[Host Jack]

It's.

[Host Anna]

It's emotional because you're also. You're getting something, and that's what everyone's celebrating. They're popping the champagne for it. But you're also letting go of something.

[Host Jack]

Yeah, but you did celebrate, right?

[Alison Ellsworth]

We did. We went to Europe for a month. It was very iconic. And then we got back and we were like, oh, my gosh, now what?

[Host Jack]

Did you bring your kids?

[Alison Ellsworth]

Unfortunately, yes.

[Steven Ellsworth]

I think we brought maybe too many people on it.

[Alison Ellsworth]

Too many people. We have three boys, and, oh, they're tough.

[Host Jack]

Did you get one of those seats that has the bassinet? I didn't know that planes had built in bassinets.

[Host Anna]

I think after that deal, do you guys get a special, special plane?

[Alison Ellsworth]

Hey, don't call us out here. Go on.

[Steven Ellsworth]

It was a celebration trip. Okay.

[Host Jack]

So, Alison, when we interviewed you last August, it was shortly after the deal with Pepsi had closed, and you described your feelings as freedom. Well, now we're a little bit further away. It's been almost a year since the deal closed. Has that feeling about the acquisition changed from freedom to anything else?

[Alison Ellsworth]

So freedom to do whatever I want. Right. Freedom to start another company, freedom to have financial freedom. And, you know, what comes with that is not a lot of purpose. And I think in life, you need purpose. So for me, it was a very overwhelming feeling of freedom. But then, now that the dust is kind of settled, I'm like, wait, it's not what it's about. It's. I think life is about purpose. And so finding the next purpose has come kind of been the goal.

[Host Anna]

And does that mean. Or do you feel more attached and more committed to the brand now than before?

[Alison Ellsworth]

You know, it's kind of like your child's off at college. So we both work as advisors still at Poppy, and it's like you are cheering them on from afar. You kind of come in like, we just helped with our super bowl ad, and. And I still go by the office and. And. And cheer on the team, but it's like they're at college. Like, you kind of have to, like, let it thrive on its own. And it's honestly really rewarding to see it just soar the way it is.

[Host Anna]

And it's not calling you from college and asking you to send more money to it.

[Alison Ellsworth]

Basically, no, thank goodness.

[Host Jack]

So neither of you are day to day at Poppy anymore?

[Host Anna]

But, Stephen, you and peanut butter have a little bit of a story, right?

[Host Jack]

Yeah. So in December, Stephen, you joined Dropout Brands, which is making peanut butter and jelly pouches and breakfast sandwiches. What's the playbook at Dropout? Is it do what you did with Poppy, but for a different product?

[Steven Ellsworth]

So spoiler alert. I think the cart was before the horse there. I'm actually not officially an operating partner at Dropout, but we are investors, and we are helping out significantly with the brand, which is. Which has been really, really great. And the thing that I'm the most excited about is I just believe in providing better for you options for the American consumer. So really excited about the product, really excited about the brand and what they're doing there. But I think as we went through this journey of selling the business and sort of coming out on the other side, I like to operate. I don't like to influence. And so I think we're just really excited about setting our sights on the next thing. For me and Alison, we'd like to

[Alison Ellsworth]

use our faces to get some slack. So I think he put it out there a little too soon, if that makes sense.

[Host Anna]

Well, the poppy principle exists, and Jack and I have seen the poppy principle. It's this idea that you can have the best of both worlds. You can indulge in a soda, but

[Host Jack]

a soda that's better for you.

[Host Anna]

Exactly. It says it right on the can. And it's a poppy delicious, by the way.

[Host Jack]

I feel like I just stole this from you.

[Host Anna]

I'm sorry for everyone listening. Allison kindly brought a poppy for herself, and Jack started chugging it. Steven and Allison, like, so what do you see? What is the next frontier? Where do you see the poppy principle going next? Is there a category a food product? One thing that you really want, a poppy style disrupt.

[Alison Ellsworth]

I think what's really cool with poppy that we're so excited about is the ability to get into more venues. So, for example, I love telling the story. We were the official soda of the Lakers, yet we were not allowed to be sold in the stadium. Like, that is wild to me. So now it's like stadiums. I mean, like, think about, like, Subway, Jersey, Mike's, Taco Bell, Starbucks. Like, all of these places that just were not possible before that. Now we see Poppy. Like, I feel like it's like, now I go into places like Poppy's. Like, poppy, Poppy. Like, pull up the sheets. Poppies are there. Like, it's crazy, the distribution that Pepsi's done. So for me, it's like, we've always been On a mission to revolutionize soda for the next generation. And. And it's like that is literally happening. It's pretty cool.

[Host Anna]

Jack, that reminds me of actually a takeaway we heard once, which is that first time founders focus on the product, but second time founders focus on the distribution. And that's what you guys are doing now.

[Host Jack]

Yeah, because every place is either a Pepsi place or a coca cola place. Dr. Pepper kind of found their way in there too.

[Alison Ellsworth]

They try.

[Host Jack]

It's crazy, though.

[Steven Ellsworth]

They're actually on a lot of Coke and Pepsi trucks.

[Host Anna]

Yeah, they got a little thing going there.

[Host Jack]

It's crazy, though, that these exclusionary rules can just. It's kind of like competition.

[Alison Ellsworth]

I mean, I probably shouldn't say this, but it's kind of like the mafia, right? Like, it's like. It's kind of weird if you think about it.

[Host Anna]

No, the distributors, they control the rails, by the way. You guys finish each other's sentences. And, you know, you co founded this. This company as a couple. Right.

[Host Jack]

So, I mean, this is a rare interview. We have a co founder, married couple who successfully launched, operated, and exited. So we have to ask. Our audience is filled with couples that listen to the show together and you've worked together.

[Host Anna]

Can we get a little yelp if you're here with your significant other right now?

[Steven Ellsworth]

Let's go.

[Host Anna]

That's 130% of the audience.

[Host Jack]

So what have you learned about marriage from running a company together? Or vice versa? What have you learned about running a company from marriage?

[Alison Ellsworth]

I'm gonna let him take this one.

[Steven Ellsworth]

I think it just got really hot in here. Take this jacket off. No, I think one of the great things that's similar in both marriage relationships or building a business is there needs to be 100% commitment from both parties. And I think that really played well into what we were doing at Poppy. We were both 100% committed to each other, and we were both 100% committed to the business. And so that's really required as the business goes up and down, as relationships go up and down. I think it's so critical that each person comes to the table with that 100%, because inevitably, I'm going to fall short. She's going to fall short. And if we're only 50, 50, and we're falling short, we're less than 100%. So I think that that's the biggest thing that sort of marriage and business has taught us is just full on.

[Host Anna]

Allison, you're not smiling.

[Alison Ellsworth]

So for me, it was probably a lot of white wine and no, no, I honestly, it was like really early on. We decided that we had this common goal for that would change our lives and our kids lives and our future. And so it's so fun when you have a common goal to do it with someone. And then, by the way, we are so opposite. So I ran our creative and brand. He did like our ops and like, kind of just the boring stuff. Hey, hey.

[Steven Ellsworth]

I did the product.

[Alison Ellsworth]

You did the product too? Yes, the product, which is iconic. But I just think that, you know, we know our lanes. Stay in your lanes. Like you guys finish each other's sentences.

[Steven Ellsworth]

It's so cute.

[Host Jack]

So I'm not married to Nick, but common law. I can kind of piggyback off what you said, Stephen. The one trust that you. So you said both partners have to be 100% in. I think why that's so powerful is because then you trust the person.

[Host Anna]

Yeah, that's the key. So I.

[Host Jack]

If Nick changes something I suggested for a story, I don't second guess the motives because I know he's 100% in on the company.

[Host Anna]

Trust him as a result, same goal.

[Host Jack]

So I think the end result of both sides being 100% in is trust. And that is so powerful.

[Host Anna]

But take us to like one of those random Tuesday nights. Like, let's go tactical here. Like, do spreadsheets stay out of the bed sheets kind of a thing? Like, do you not bring up work after 9pm or do you feel like it's the kind of thing where it's actually better if you're discussing work and it's weaved in with your life?

[Steven Ellsworth]

I love a good spreadsheet in the bed sheets. Honestly, most productive time of the day.

[Alison Ellsworth]

Well, the kids are in bed at that point. It's like kind of when you have to get a lot of the work done. Right. I think, you know, early on it was funny we would say, like, what are the most important things? Like, our marriage is good. Let's focus on the business and the kids and just know that we're okay. And I think it's crazy when people say, like, it's all about balance. And, you know, you have to shut the computer at 7 o'. Clock. If you're an entrepreneur and you're shutting your computer at 7 o', clock, like, what are you doing? Right. We're all hustling. And so for me, it was just always on, but we were both always on. And so I think that commitment was kind of easy.

[Steven Ellsworth]

Yeah. I think it's like you work a job that you don't like, they call it stress. You work a job that you love, they call it passion. And, like, that was. That was us. Like, it was just work, life, integration. And it goes back to that common goal. We were building something for ourselves. I won't say that we weren't. We're building something for our kids and for our families and ultimately having a lot of fun doing it and getting to work with amazing, smart people. And the great thing about the sale of poppy is 99% of the employees also had equity. And so we changed so many people's lives. They bought homes, they retired their parents, they bought cars. It's so incredible to be working with such a motivated and talented group of people.

[Host Jack]

He mentioned equity. He did. So we want to talk your Shark Tank full circle moment. Eight years ago, the two of you were on Shark Tank. You were nine months pregnant, which I still think is just insane.

[Host Anna]

On Shark Tank.

[Host Jack]

On Shark Tank. Huge. And you received,

[Alison Ellsworth]

literally huge.

[Host Jack]

So you received an investment that valued the company at 1.6 million. Seven years later, the Pepsi acquisition happens.

[Host Anna]

Can you please whip out the whiteboard and sprinkle on some context, Jack?

[Host Jack]

Well, that sale was for $1.95 billion, which in percentage terms, growth.

[Host Anna]

Yes.

[Host Jack]

Carry the Wall calculated this.

[Alison Ellsworth]

No, no.

[Host Jack]

100,000% equity growth.

[Host Anna]

Applause for that number.

[Host Jack]

And that 99% of your employees benefited from that growth is incredible.

[Host Anna]

Yeah.

[Alison Ellsworth]

Great return for our Shark.

[Host Anna]

Now, a quick word from our sponsor, Monarch.

[Host Jack]

When I had student debt, I tracked my progress on an Excel spreadsheet I manually updated each month.

[Host Anna]

Why was Jack a spreadsheet jockey? Because when he was paying off his student debt, Monarch didn't exist yet.

[Host Jack]

Well, one year ago, I proudly killed that spreadsheet I'd been building for 12 years.

[Host Anna]

RIP spreadsheet.

[Host Jack]

Because Monarch is a way better solution.

[Host Anna]

All your financial accounts are linked to Monarch. Every credit card, checking account, brokerage account, even our mortgages. Live balances updated in real time.

[Host Jack]

I'm still paying down my mortgage, and Monarch gives me the visibility and tools to do it.

[Host Anna]

You can use it to create savings buckets and financial goals in Monarch. Set yourself up for financial success this year.

[Host Jack]

Are you familiar with the Sankey diagram?

[Host Anna]

I had no idea what it was, Jack.

[Host Jack]

Well, once you see it, you can't unsee it. It's brilliant. And Monarch visually shows you what you're

[Host Anna]

spending, and we did not make up that term. Your investment portfolio, Monarch compares it to the S&P 500 for you. Set.

[Host Jack]

Set yourself up for financial success in 2026 with Monarch the all in one tool that makes proactive money management simple all year long.

[Host Anna]

Use code tboyonarch.com for half off your first year. That's 50% off your first [e-mail] with code T. Boy.

[Steven Ellsworth]

Ugh.

[Sponsor Voice Wix Harmony]

I barely got any sleep last night. What? Why? I spent hours fighting with AI. All because I was trying to make a website. It started out okay, but then I got stuck just trying to change one button. Okay, okay, relax. Just try WIX Harmony. What's that? It's wix's new website builder. Lets you switch back and forth between AI tools and hands on editing anytime. So I'm not just prompting and praying? Nope. Just try it for [e-mail] Harmony.

[Host Jack]

So that success actually earned you an invite back to Shark Tank. From our research, the first ever former Shark Tank contestant to become a Shark Tank shark.

[Host Anna]

So we were curious. Alison, you know you told us when we last spoke with you a year ago that you don't look for business leaders who are CEOs, you look for brand builders. So for any brand builders out there, what is it specifically that you look for?

[Alison Ellsworth]

When I get on a call with a founder and they start talking about bottom of Funnel Roas, their KPIs, I'm like, oh my gosh, I cannot help you. Like, this is doom. I want to be a Roas killer. I want us to think about brand awareness, brand building, future like disruption while also having process. Right. But can't be the first thing out of your mouth. You want to and need to have to build the brand. And it's really hard to change a founder's mindset when it comes to those things. And then fun fact, when I was talking to you guys last time, I had just film Shark Tank the day before, it was so hard not to tell you.

[Host Anna]

Oh my God, we would have signed so hard. That's so cool. Well, we loved watching the episode months later, which is really neat.

[Host Jack]

So to translate what you said, because I don't even know what ROAS is, but I think you're saying like, don't be too focused on the profit. Your if your company's really young, you need to focus on getting out there getting the attention of people, winning in the attention economy, which is what we're all playing in right now, and growing the top line. It's too early.

[Alison Ellsworth]

Focus on the brand. Think about, like, how are you connecting with your, you know, your community, not your customer. Right. I think like we looked at just like Poppy's community and like that's what built us on TikTok. We have like over 3 billion views on TikTok and 1/3 of the platform has seen my face seven times. It's wild, right? And so I just think that, like, people focus so much on the stuff that doesn't build long term brand growth and they just focus on the numbers.

[Steven Ellsworth]

Yeah, yeah. I think like when you focus on the numbers, bottom funnel, conversion, cac, ltv, like all of this stuff, you miss brand building. And one of the things we always said at Poppy is we, we always wanted to change the consumer's purchasing behavior from the head to the heart. And that's what brand building does. You get emotionally connected and invested in that brand. And so how do you take them on that journey and bring them into the community? It really changes how they purchase and make the decision around purchasing the product.

[Host Jack]

Something we learned from Alison in our interview with you last year. Poppy has an unlimited free sample budget.

[Host Anna]

Yeah. They just ship stuff to people who will help grow the brand, like sororities.

[Host Jack]

I think if anybody posts about Poppy, you're getting a 12 pack. I think that's why I got this free soda. It's part of the free sample budget. It's part of the budget unlimited. But I think that's an example of not focusing on the numbers.

[Host Anna]

Right.

[Host Jack]

And as a result of things like giving free samples to anybody who supports your brand in any way, just created this massive army of people who loved Poppy beyond a reasonable amount. Yeah.

[Host Anna]

Like, which is what a great brand is. It's beyond reason.

[Steven Ellsworth]

Yeah.

[Alison Ellsworth]

But that revolution, it was a revolution,

[Host Anna]

I guess, I guess the ultimate example of this kind of marketing work and brand work is a Super bowl ad, right? Yeah.

[Host Jack]

So you have had three Super bowl commercials three consecutive years, most recently with Charlie XCX and Rachel 7. But in year one, you purchased the super bowl ad on the Wednesday before the super bowl and then it aired right before Usher went on for the half.

[Host Anna]

It was like an ebay deal for a Super bowl ad.

[Host Jack]

Basically. In year two, you got Jake Shane and Alex Earl to Star in year three this month. It's the first time it happened with PepsiCo. Were you involved in the creation of those super bowl commercials?

[Alison Ellsworth]

Yes, very involved. And I think something that was very intentional with this is to not look like a big corporate came in and got Poppy. Right. And so first year was about storytelling. Second year was about soda occasions. And then this year was just kind of a vibe and like, that's literally what the super bowl was. It's like Poppy is a vibe and It's. It just speaks to us. Moving at the speed of culture. You know, Rachel and Charlie are just like culture makers. They're the moment. Right. And so I just think it was something that was really important for us to just say, hey, we're still poppy.

[Host Anna]

And do you measure the success of that super bowl ad, or is it kind of like the success is that it just aired?

[Alison Ellsworth]

You know, I think when going in and doing a Super bowl ad, some people want to get, like, the ad meter and, like, get all of the rating and stuff. Like, we've never really cared about that stuff. For us, it's just how many people can learn about poppy, feel some emotional connection. It goes back from the. The head to the heart piece. And for this one, it was just kind of like a vibe.

[Host Anna]

Yeah.

[Alison Ellsworth]

Go back and watch it, and you'll

[Steven Ellsworth]

get why that was the win. The vibe. Did people. Did people like it?

[Host Anna]

The vibe is the vibe. But we also have. You guys are part of Pepsi, and you mentioned, like, you wanted to show that you still have this level of independence. There is something we were curious to ask you about, which is Pepsi also now is launching a prebiotic soda. So is that like a sibling rivalry situation? Is that like a frenemy situation? Is that something you think about?

[Steven Ellsworth]

It's all in the family. What I would say is, like, how flattering is it that Pepsi, an iconic cola, is looking to poppy and saying, hey, this prebiotic thing is pretty cool. Like, we created the category, like, we want to do that too. And let's be honest, like, Pepsi Cola is a pretty iconic flavor. And so I think we have two very different cohorts of consumers that we're going after. And I think that there's enough room on the shelf for all of us to play. And at the end of the day, it all serves the same purpose.

[Host Anna]

Sometimes business is just not zero sum. And there's plenty of room to grow the pie. There's just not a limited number of slices.

[Host Jack]

I'd also be remiss if I didn't ask you a couple questions about soda marketing. So zero sugar soda is so popular right now. It's basically the same as diet soda, right? Why do consumers see it as so different?

[Steven Ellsworth]

That is a great question. I think it just. There's really this. This movement. We always talked about this. In the beginning, it was great flavor, but it was high sugar, and then it went to great taste, but zero sugar, slightly artificial. And I think the reason that zero sugar or low sugar is working now is because there aren't artificial ingredients in it. And there's all of these scientific studies that say artificial sweeteners actually like promote sugar cravings after the fact of consumption. And so I think people are just getting smarter and there's more options, options out there. And so if they can have a zero sugar soda and it's all natural, why not?

[Host Anna]

You know, I'm thinking of that Rohan quote one of their investors from Shark Tank about this whole soda sibling situation and launching zero sugar sodas and prebiotics.

[Host Jack]

You want to share it?

[Host Anna]

Because Jack loves this quote. He tells it to me all the time.

[Host Jack]

I did find it an inspiring quote. I've told it to you before, but I'll tell it again because Rohan said that big consumer packaged goods companies like Pepsi, like Unilever, like Procter and Gamble, they've decided to not take the risk of innovation and instead they've outsourced innovation to the startup sector. Now the reason I love that intel so much is that it's inspiring to people who are trying to build a brand or start something new. You're not competing against the big guys. They're not into taking risks. So if you create something right now and you have the passion and you work on it and answer emails, there could be an amazing exit at the end because these big corporations are waiting to see who creates the next big thing. Yeah.

[Host Anna]

Is that still the case, you think?

[Steven Ellsworth]

I think so. And I think sometimes the big guys forget Simply Pop was a Coca Cola brand, prebiotic competitor.

[Host Anna]

There's nothing very good at it.

[Steven Ellsworth]

Yeah. So it leaves the door wide open to entrepreneurs like us to create these amazing products and ideas. And, and if they're great brands as well, they come up and snatch them and change people's lives.

[Alison Ellsworth]

I think you forget too, like, now that we're on both sides, you kind of, you know, the curtains pulled back. We, we have a lot of interaction with the, the Pepsi team is it's really hard in a big corporation to move really quickly. And so when you're a small startup, you're allowed to move at the speed of culture. You can take more risks and there's more reward. Right. There's. If you take a risk and you're a big company and something happens and you get canceled, like that's really scary.

[Host Anna]

Yeah.

[Alison Ellsworth]

And so for us, I will say they're like looking to us a little bit of like, they like, they actually like want Poppy to stay poppy and they're like asking like, how do we do this? But I don't know if I can name A single brand that they've launched any big company like that, like Pepsi or Coke recently that's been successful like a Poppy.

[Host Anna]

Yeah. Jack, I don't picture Carol in accounting at Coca Cola signing off on the unlimited influencer soda budget.

[Host Jack]

Just send them any case or a Super bowl commercial. Betting on vibes. Yeah, it's hard to measure off on it.

[Alison Ellsworth]

So kudos to them.

[Host Anna]

Well, guys, before we go, we do have a rapid fire, but we did one quick final question. We have so many yetis here who are building things.

[Host Jack]

You've built something, man.

[Host Anna]

I mean, is there anything, when you think back to that white wine at 11pm on a Tuesday before you jump into the spreadsheets, bed sheets, you know, is there anything you would have done differently and is there anything you would double down on?

[Alison Ellsworth]

I think the number one thing, look, Poppy was the fastest growing beverage in the history of beverage. It was absolutely crazy. You know, basically like 0 to 500 million in like almost five years. Like it's like crazy how fast we grew. So hire quicker. Like I think entrepreneurs really hold on to this I can do everything mentality. And the second you start letting go and not letting your ego get in the way of growth is really where you have real growth. And we just like didn't have time to think about it. We had to hire and we had to almost higher. What we say is like what you're like, oh, we might need that person in 18 months. We're like, we need them now. Right. It's like the growth that we're having. And so that really stretched us as I think founders to when we do it again, we know the key to hire quick and hire good talent.

[Host Anna]

Steven, anymore?

[Steven Ellsworth]

Yeah, I would say over. I would double down on that.

[Host Anna]

Over.

[Steven Ellsworth]

Invest in talent. I mean, team is going to be your biggest asset. That's the way that you can multiply yourself, honestly. And one of the things is like, okay, if you're an entrepreneur, you have an idea, you obviously have a little bit of an ego because you think you can do it better. And maybe you can, but you can't do everything better. So if you have 50 or 60% trust in somebody else, that's literally when you should start to delegate it.

[Host Jack]

So like 50 or 60%.

[Steven Ellsworth]

Yeah, 50 or 60%. You're like, oh, maybe they'll get it right, maybe they won't. But like that's when you should start to delegate and bring on the team to support you.

[Host Jack]

So in order to grow, you have to let go.

[Host Anna]

Yeah.

[Host Jack]

So we finish every interview with some rapid fire questions. And we already did that with Allison last year. We wrote down her answers. So for this one, we're going to do the Newlyweds game.

[Host Anna]

Yeah.

[Host Jack]

Stephen, we're going to ask you, what did Allison answer to these questions?

[Alison Ellsworth]

Oh, my God. I'm so excited.

[Steven Ellsworth]

Oh, my gosh.

[Host Jack]

So rapid fire. Question number one. What is the best brand that isn't poppy? Remember, this isn't you. I'm asking Stephen. What did Allison say to that question?

[Steven Ellsworth]

Allison say the best brand that isn't poppy. Oh, my gosh.

[Alison Ellsworth]

I say it on every interview.

[Steven Ellsworth]

Do you say skims?

[Alison Ellsworth]

Yes.

[Host Jack]

Is it skims?

[Sponsor Voice Ndomic]

Skims.

[Host Jack]

And starfish skims.

[Alison Ellsworth]

Let's go.

[Steven Ellsworth]

Let's go.

[Host Anna]

Here we go.

[Host Jack]

One for one.

[Steven Ellsworth]

That's why we're still married.

[Host Anna]

Okay, question number two. What is Alison's dream Poppy collab?

[Host Jack]

You can't say skims.

[Alison Ellsworth]

Oh, my gosh.

[Steven Ellsworth]

I don't know this one. Yes. Geez. Maybe we're not gonna.

[Host Anna]

Can we get a hint? It's another thing you wear, but it's on your feet.

[Steven Ellsworth]

Oh, yeah, that was okay. Crocs.

[Host Anna]

Okay, there we go.

[Host Jack]

Question number three. The best snack that Alison always has in stock.

[Steven Ellsworth]

Snack or snacks?

[Host Jack]

Either.

[Alison Ellsworth]

I like to snack.

[Steven Ellsworth]

It's either gotta be string cheese or pickles.

[Host Jack]

We'll give you half credit because. Cheddar popcorn.

[Steven Ellsworth]

Cheddar popcorn.

[Host Anna]

Best business leader Allison admires.

[Steven Ellsworth]

Kris Jenner.

[Host Jack]

Close and lagreed of skins.

[Steven Ellsworth]

Oh, yeah. Yeah. Okay. Okay. It's all in the family.

[Host Jack]

And best restaurant in Austin, Texas.

[Steven Ellsworth]

Oh, my gosh. The taco place. Okay, we're getting warmer. We're getting warmer.

[Host Jack]

Keep going.

[Steven Ellsworth]

So I think you really like La Pisina. But. But it's. It's the one on the east side. It's the.

[Host Anna]

Yeah, I like this method of stalling.

[Alison Ellsworth]

Pink cups. Do you guys know.

[Steven Ellsworth]

Thank you. Thank you, thank you, thank you, thank you.

[Host Anna]

I think Stephen did pretty darn well on that one. We're round up and give you a five out of six on that.

[Host Jack]

Kris Jenner was one and a half degree of separation from Emma.

[Host Anna]

Kris Jenner's like one and a half degree of separation from everybody in this room.

[Steven Ellsworth]

Yeah.

[Host Anna]

But guys, we're going to do one final thing before you go. We got to have you ring the bell before you leave the stage.

[Alison Ellsworth]

Yes, please.

[Steven Ellsworth]

We would be honored.

[Host Anna]

On the way out, but let's give a round of applause. Allison is keeping the power couple. Coffee.

[Alison Ellsworth]

Are you guys ready? Oh, they're bringing it in the middle.

[Host Anna]

You gotta lift with your legs, not with your back on this bell.

[Host Jack]

This is £40.

[Alison Ellsworth]

Anybody know selling Sunset?

[Steven Ellsworth]

You didn't go cheap on this bell, huh?

[Alison Ellsworth]

This is my selling Sunset moment. I sold my company. Wait. How do you do it? Get a good one.

[Steven Ellsworth]

Good night, guys.

[Alison Ellsworth]

He's like, you do it.

[Host Jack]

Thank you so much, guys.

[Steven Ellsworth]

Thank you.

[Host Anna]

One final applause for them.

[Sponsor Voice Wix Harmony]

Big news.

[Sponsor Voice Wayfair]

Wayfair's tax refund sale is on now. Right now, through March 2nd. You can score up to 70% off furniture, decor, appliances, rugs and more with fast and easy shipping straight to your door. Plus amazing flash deals. Shop Wayfair's tax refund sale now to make the most of your refund with huge savings through March 2nd at wayfair.com.

[Alison Ellsworth]

wayfair Every style, every home.