The recent $1.95 billion acquisition of Poppi by PepsiCo is a blueprint for small business owners, especially Black-owned and women-owned brands, to transform their businesses from grassroots beginnings into major industry disruptors. We examined Poppi's rise and took notes for a lesson on scaling your brands for potential acquisition:
Bet on the Shift Toward Wellness and Authenticity
Poppi’s success reflects a major shift in consumer behavior... people are no longer satisfied with products that taste good; they want products that feel good too. Health-conscious are now a lifestyle rather than a trend. The functional beverage market alone hit $134 billion in 2024 and is projected to reach $231 billion by 2033. That’s a clear signal that consumers are willing to spend money on products that align with their health and wellness goals.
Black-owned and women-owned businesses can tap into this growing demand by:
Identifying gaps in the market – Just like Poppi recognized that soda lovers wanted a healthier option without sacrificing taste, consider what’s missing in your industry. What are consumers asking for that established brands aren’t providing?
Creating products that reflect authenticity – Poppi’s formula (mixing fruit juices with apple cider vinegar and sparkling water) was rooted in Allison Ellsworth’s own health journey. Black-owned businesses have the opportunity to create products tied to cultural traditions, natural ingredients, or community-based solutions that resonate deeply with consumers.
Focusing on health and sustainability – Today’s consumers care about how products are made and the impact they have on their health and the environment. A clean ingredient list and sustainable practices can give your product a competitive edge.
Build a Brand, Not Just a Product
Poppi didn’t just sell a healthier soda... they built a whole lifestyle around it. The bright, nostalgic packaging, influencer collaborations, and exclusive events positioned Poppi as a cultural staple rather than just another drink on the shelf.
Black and women-owned businesses can create this same sense of identity by:
Developing a strong brand story – What’s the “why” behind your business? Consumers are drawn to brands that have a story and purpose beyond profit. Share the inspiration behind your product, your journey as a founder, and the values your brand stands for.
Creating a lifestyle around your brand – Poppi didn’t stop at just selling soda... they released merch, hosted events, and engaged with their community. Your business can do the same by offering exclusive experiences, creating social media content that reflects the brand’s identity, and forming partnerships with like-minded businesses and influencers.
Using nostalgia and cultural significance – Poppi’s retro-inspired packaging and flavors tapped into consumers’ emotional connection to soda. Black-owned businesses can lean into cultural roots, flavors, and traditions to create a product experience that feels both fresh and familiar.
Embrace Modern Go-To-Market Strategies
Poppi’s success wasn’t just about taste... it was about visibility. They blended traditional retail distribution with a digital-first strategy, combining sales in major retailers like Whole Foods and Target with influencer-driven social media campaigns and eye-catching Super Bowl ads.
Black and women-owned businesses can scale similarly by:
Combining retail with direct-to-consumer sales – Selling in both stores and through your website or social platforms allows you to reach different types of customers while maintaining control over your brand experience.
Investing in influencer partnerships – Poppi’s influencer strategy helped them build social proof and reach younger audiences. Consider working with influencers who align with your brand values and already have the trust of your target market.
Hosting events and pop-ups – Engaging with your audience in person creates stronger brand loyalty. Whether it’s a product tasting, a branded launch event, or a community-focused gathering, giving customers a direct experience with your brand increases attachment and excitement.
Prepare for Scaling and Acquisition
Poppi’s journey from a farmers’ market to a billion-dollar deal was about creating a business model that could scale. Major corporations aren’t just looking for popular brands; they’re looking for operational efficiency, consistent supply chains, and a solid business infrastructure.
To make your business acquisition-ready:
Build a solid operational framework – Streamline your production process, secure reliable suppliers, and create a scalable fulfillment system. If a major buyer steps in, they’ll want to know that the business can grow without breaking down.
Seek strategic funding – Poppi’s Shark Tank appearance helped them secure the capital they needed to grow. Explore venture capital, business loans, and grants specifically aimed at minority and women-owned businesses.
Retain control of your brand’s identity – Scaling doesn’t mean compromising. Even as Poppi grew, they maintained control over their product formula and brand identity. Staying true to your mission while expanding is key to retaining loyal customers and attracting the right kind of acquisition.
Own Your Narrative
Poppi’s success is a reminder that people don’t just buy products... they buy into stories. The Ellsworths’ journey from home-brewed soda to a billion-dollar acquisition is a story consumers can connect with. That connection is what made Poppi not just a product, but a movement.
Black and women-owned businesses have powerful stories to tell:
Highlight your personal journey – Consumers want to know the person behind the brand. Sharing your story helps build emotional connections and trust.
Position yourself as a market leader – Poppi became the face of the prebiotic soda movement. Your brand can own its category by staying ahead of trends and positioning itself as an innovator.
Leverage media and press – Getting featured in publications, podcasts, and social media not only increases visibility but also solidifies your authority in the industry.
Poppi’s billion-dollar deal proves that you don’t need to be a corporate giant to disrupt an industry! What you do need is a clear brand identity, an innovative product, and a strategy that reflects modern consumer behavior. For Black and women-owned businesses, the playbook is clear: bet on yourself, lean into authenticity, and build a brand that people can’t ignore.
The next billion-dollar acquisition could come from a Black-owned or woman-owned business... it’s just a matter of who’s willing to take the leap.
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