Fresh Advancements Unveiled Amidst Celebration of a Notable Year by Poppi
Poppi's meteoric rise over the last few years has been marked by die-hard fans, viral moments, internet drama, and rumors of a pending billion-dollar sale. Yet its founder, Allison Ellsworth, remains undeterred, continuously pushing boundaries as a trailblazing soda brand in the modern era. With over $500 million in sales in 2024, Poppi is dominating the category and stealing market share even from traditional soda juggernauts. Known for its unique twist on classic flavors, low-calorie, low-sugar, and prebiotic benefits, all wrapped up in vibrant branding and unforgettable marketing, Poppi has become impossible to ignore.
New Formula and Flavor
Ellsworth is now on her third overhaul of Poppi's formula, relentlessly striving to enhance both functionality and taste. "Our latest formula embodies everything fans adore. The goal was to boost prebiotic fiber benefits alongside the agave inulin that's already in the mix. We invested over 15 months into researching and testing the ideal fiber options, and cassava root fiber emerged as the clear winner in terms of taste and performance," Ellsworth shared. The new formula will contain two prebiotic fibers: cassava root fiber and agave inulin, offering a generous 3 grams of fiber per can. Ellsworth also revealed that Poppi conducted extensive research over the past 15 months, which was backed by third-party verification, prior to the product launch.
While prebiotics have proven to be a selling point for Poppi, Ellsworth stresses that she does not want consumers to choose the brand solely based on fiber content. "Our consistent message has been to give soda lovers the freedom to indulge once more with fewer calories and sugar. Although the prebiotic fiber is an added bonus, it doesn't serve as the main focus. You drink Poppi because you want a more wholesome way to enjoy soda, not to meet your recommended daily fiber intake," she said. In addition to the new formula, Poppi is also rolling out a new flavor called "Alpine Blast," which offers a fresh twist on classic citrus sodas with an added 55mg of caffeine from green tea. Ellsworth explains that consumers sometimes turn to soda for energy, and this new addition caters to those seeking an energy boost with reduced calories and sugar.
Leading the Modern Soda Revolution
Poppi's growth can partly be attributed to the growing tide of modern sodas taking over supermarket shelves. As the segment has expanded, retailers have placed increased importance on various touchpoints, such as end caps and registers, to showcase better-for-you soda options like Poppi. "When we first launched Poppi, retailers were unsure of where to place us because what do you do with a prebiotic-infused soda? It's a functional pop. It's an entirely new category. We're not a traditional soda - our price points are different. Initially, retailers placed us with enhanced waters or alongside sports drinks like Gatorade or LaCroix. We were never refrigerated like kombucha, as we are shelf-stable. Over the past five years, we've worked with our buyers and retailers to create this whole new category. We call it the modern soda set. It's a unique destination within the store for this rapidly expanding category. Customers will now see us in major ads during events like the Super Bowl, on TikTok, and in-store, with large displays at Walmart, Kroger, and Target," she explained.
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Beyond expanding its store presence, Poppi has been forging strategic partnerships, such as being the official cup sponsor for American Idol, collaborating with Target on apparel, and teaming up with Inter Miami CF to provide Poppi to fans. Returning to the Super Bowl for the second time, Poppi showcased top creators Alix Earle, Jake Shane, and Rob Rausch in their commercial, which ranked number one in Advertiser Impact Score & Buzz, and number two in Ad Awareness and Consideration, according to YouGov.
These endless exposures have helped Poppi garner 38% of household awareness and 19% of household penetration, up 10% from the previous year. With this rapid growth, whispers of a possible PepsiCo acquisition for $1.5 billion have surfaced, although Ellsworth declined to comment.
Facing Challenges: Controversies, Lawsuits, and the Pursuit of Perfection
One recent controversy that Poppi found itself embroiled in was dubbed the "Vending Machine Scandal." During Super Bowl week, Poppi loaned vending machines filled with Poppi to various creators for promotion on their social media platforms. Critics on social media admonished the brand, arguing that the move was out of touch given the current economic climate. "It was a bitter lesson for the brand and me as a founder. I listened to the feedback from our community and learned from it. We did provide vending machines and stock to first responders fighting fires, families who had lost their homes, and other community centers, but we failed to share this on social media," Ellsworth explained. She plans on finding ways to integrate the Poppi community more closely into future charitable contributions.
In May 2024, a class-action lawsuit was filed against Poppi; however, the brand issued an official statement saying the lawsuit had been settled. "The class action lawsuit filed against Poppi in May 2024 has been settled. Poppi acknowledges no fault, liability, or wrongdoing, and instead, we are focused on bringing consumers the innovation they expect from the brand they love. We're excited to move forward and continue our mission to modernize soda for future generations." Ellsworth made it clear that the lawsuit had no bearing on the new formula, which had already been in development before the suit began. Ellsworth reiterated that Poppi should be enjoyed as an option for a more healthful soda experience as opposed to a primary source of fiber.
The past year has been a rollercoaster for Poppi, brimming with significant growth milestones and challenges. However, Ellsworth remains optimistic about the future, stating, "The modern soda segment is on track to surpass $2 billion by the end of this year. It's exciting to watch the category expand and welcome new players, as it drives recognition and growth for all. At Poppi, we're committed to constant innovation to supply our community with what they want."
- Poppi's new formula, which includes cassava root fiber and agave inulin, offers a generous 3 grams of fiber per can, aiming to boost prebiotic fiber benefits while maintaining a delicious taste.
- In addition to the new formula, Poppi is launching a new flavor called "Alpine Blast," which combines a fresh twist on classic citrus sodas with an added 55mg of caffeine from green tea, catering to consumers seeking an energy boost with reduced calories and sugar.
- Poppi's outlook remains bright, with Ellsworth expressing optimism about the future of the modern soda segment, which is expected to surpass $2 billion by the end of the year, and Poppi's commitment to continuous innovation to meet consumer demand.
