For years, venture capitalists have been skeptical of beverage startups, citing thin margins and brutal distribution as reasons why most brands never succeed. But a new wave of “functional soda” companies are challenging that assumption, including Poppi, a prebiotic soda brand acquired by PepsiCo for $1.95 billion in a kitchen experiment.
In this episode of TechCrunch’s Equity podcast, we talk with Poppi co-founder Allison Ellsworth about building a beverage startup in a venture world dominated by SaaS and AI. From appearing on Shark Tank while nine months pregnant to going viral on TikTok to buying a last-minute Super Bowl ad, Ellsworth breaks down what it really takes to build a category-defining consumer brand and what she looks for now that she’s back on Shark Tank as an investor.
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