Comparing Poppi and Olipop is like comparing a college sorority girl and a biochemistry lab nerd. So, why does it seem surprising to most beverage industry pundits that consumers aren’t worried about recent claims disputing Poppi’s good-for-your-gut reputation? In the two months since Poppi was hit by a widely publicized class action lawsuit, retail sales numbers continue to crush harder than I am now after seeing Poppi co-founder Allison Ellsworth kill that dance. I’m joking guys…happily married, but what’s not so funny is how these product claims lawsuits have become almost like a “rite of passage” for any functional CPG category that “crossing the chasm” towards majority adoption. My advice for entrepreneurs…focus on building a bold strategic narrative over emphasizing product features (and associated health claims) ASAP, because it will undoubtedly lower your legal risk.

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