CPG Entrepreneurship and Post-Exit Strategy (with Carol Massar, Tim Stenovec)

Ellsworth sold Poppy to PepsiCo for ~$2B. She is now launching a new beverage brand in fall, using her own capital (~$2.5M) and seeking strategic partners. Key lessons: professionalize the business early, hire 18 months ahead, and don't let ego prevent hiring smarter people. She sees consumer demand shifting toward 'better for you' products without artificial ingredients, but taste must remain king.

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Allison Ellsworth 5.5

CPG Entrepreneurship and Post-Exit Strategy (with Carol Massar, Tim Stenovec)

Carol Massar

Introduces Allison Ellsworth, co-founder of Poppy, sold to PepsiCo for ~$2B.
Allison Ellsworth

Created Poppy due to personal gut health problem—hated apple cider vinegar taste. Got deal on Shark Tank, now in every grocery store. Beverage industry is capital intensive (shipping liquid, manufacturing, shelf life). Network is critical.
Tim Stenovec

Asks what's missing in the beverage landscape and what Ellsworth is developing.
Allison Ellsworth

Launching a new product in fall. Key insight: product must be only 10-30% better for you, not 100%. America wants full flavor—taste is king. The 'majah' movement (no dyes, no artificial ingredients) is driving change; Pepsi is removing dyes. Packaging is the most expensive component, more than ingredients.
Carol Massar

Asks what Ellsworth is doing differently this time versus Poppy.
Allison Ellsworth

Biggest lesson: professionalize the business from day one. Start with an org chart, hire 18 months ahead, hire people smarter than you. Don't let ego prevent growth. Post-exit blues are real—money gives freedom but not purpose. Found purpose again in building a new company.
Tim Stenovec

Asks about raising money post-exit.
Allison Ellsworth

Only taking strategic money (distributors, potential acquirers, celebrities/influencers) that can help network and scale. Will start in 'better for you' retailers (Whole Foods, Target, Sprouts) and grow intentionally rather than going mass too quickly.

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