Simpatico

M&A bolt-on · Pepsi → target #3 of 10

Poppi

A trendy, gut-health-focused functional soda brand that offers a guilt-free indulgence for modern, health-conscious consumers.

Founded 2015 · Parent: PepsiCo, Inc. · Competes with Olipop, Culture Pop, Health-Ade, Zevia · Partnerships: Post Malone, Hailey Bieber, Kylie Jenner

Corporate details are Qloo entity data.

Pass
61.9F / 100
70% of the weighted evidence measured

Why this verdict

F 61.9 < 62.

Scores, flags and verdicts are computed in code. The agents can only argue with the ledger; they never set the score.

Six audience metrics

Bar = this target; tick = shortlist average.

m1 Two-way audience affinity
0.63
Harmonic mean of the buyer audience’s affinity for the target and the target audience’s affinity for the buyer’s brands.
m2 Taste-profile overlap not measured
n/a
Rank-weighted overlap of the two audiences’ top-50 cultural taste tags.
Qloo returned no taste profile for this target.
m3 Cross-domain agreement
0.81
How strongly the target’s audience embraces the buyer audience’s favourite artists, shows, films and podcasts.
m4 Demographic alignment
0.54
Similarity of the two audiences’ age and gender over-index profiles.
m5 Geographic footprint
0.42
Correlation of metro-level audience affinity, relative to the screened cohort.
m6 Momentum not measured
n/a
Trending rank change over the last 4 weeks vs the 8 before, relative to the cohort.
Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.

How F is built

Points each metric adds (weights for M&A bolt-on, renormalised over what Qloo could measure).

MetricWeightPoints
Two-way audience affinity0.3026.8
Taste-profile overlapnot measured–
Cross-domain agreement0.1517.5
Demographic alignment0.1511.6
Geographic footprint0.106.0
Momentumnot measured–
F61.9

Qloo explainability: the buyer-side signals driving the forward affinity are Quaker Oats Company (0.26), Doritos (0.26), Gatorade (0.25), Pepsi (0.22).

Shared catalogue categories (Qloo compare): Food & Beverage, Carbonated.

Where the audiences meet, across culture

The buyer audience’s top titles in each domain, ranked by how strongly Poppi’s audience embraces them.

Music0.77
Embraced: Luis Fonsi, Reik, Piso 21 · Least shared: Arcangel, Alejandro Sanz, Juanes
TV0.91
Embraced: Old Enough!, Blossom, 6Teen · Least shared: American Gladiators, Step Up: High Water, Burden of Truth
Film0.78
Embraced: Ralph Breaks the Internet, Toy Story 4, Jumanji: Welcome to the Jungle · Least shared: Fast & Furious Presents: Hobbs & Shaw, Ant-Man and the Wasp, Thor: Ragnarok
Podcasts0.79
Embraced: The School of Greatness, The Chalene Show | Diet, Fitness & Life Balance, Motivation with Brendon Burchard · Least shared: First Take, The Steve Austin Show, Talk Is Jericho

Taste profile overlap

Qloo returned no taste profile for this target.

Audience shape

Pepsi (buyer) Poppi
-0.64-0.320.00+0.32+0.64≤2425–2930–3435–4445–5455+MenWomen

Relative over-index (+) or under-index (−) of each aggregate audience, from Qloo. Not individual data.

Momentum

Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.

Footprint overlap for distribution

White space: Poppi strong, buyer weak Shared stronghold Other metros
White space

Oklahoma City, Omaha, Columbus, Memphis, Louisville, Kansas City, Nashville, Anchorage

Shared strongholds

Birmingham, Detroit

Bull vs bear

No debate on this run.
Provenance: 31 Qloo calls behind this target

Requests as sent (the API key travels in a header and is never logged). Responses are cached privately on the server.

PurposeEndpointStatusResultSource
/v2/insightsok29 of 29 candidates scoredcache
/v2/insightsok29 profile(s)cache
/v2/insightsok50 taste tag(s)cache
/v2/insightsok25 recommended tv_show(s)cache
/v2/insightsok25 recommended artist(s)cache
/v2/insightsok25 recommended podcast(s)cache
/v2/insightsok25 recommended movie(s)cache
/v2/insightsokdemographics for 14 of 14 entitiescache
/v2/insightsok7265 heatmap cell(s) in United Statescache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/insightsok4 of 4 candidates scoredcache
/v2/insightsempty0 taste tag(s)cache
/v2/insightsok1962 heatmap cell(s) in United Statescache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/insightsok25 of 25 candidates scoredcache
/v2/analysis/compareok2 shared catalogue tag(s)cache
Evidence rows (what bull, bear and the judge see)
[
 {
  "id": "t9-flags",
  "label": "Red flags (code rules)",
  "data": {
   "flags": []
  },
  "shortlistAverages": {}
 },
 {
  "id": "t9-m1",
  "label": "m1 Two-way audience affinity",
  "data": {
   "a": 0.6346541160439347,
   "b": 0.6164543870600596,
   "ratio": 0.9713233893489549,
   "value": 0.6254218768881432,
   "reverse": [
    {
     "id": "099E174E-1FEC-4AD9-80F2-92C2E6CBD6ED",
     "name": "Quaker Oats Company",
     "affinity": 0.6461417398266404
    },
    {
     "id": "EA3901B0-A3A5-43F5-AC2A-45C35C400926",
     "name": "Doritos",
     "affinity": 0.6425276337225332
    },
    {
     "id": "18316CE7-595D-4469-8FDF-43D1B70021E4",
     "name": "Gatorade",
     "affinity": 0.6226528407148717
    },
    {
     "id": "957B527A-CF2C-4283-A2FD-3F49741DF5DE",
     "name": "Pepsi",
     "affinity": 0.5544953339761931
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "a": 0.6954073847687763,
   "b": 0.6694354298272059,
   "ratio": 0.9634521435376324,
   "value": 0.6821611379345072
  }
 },
 {
  "id": "t9-m2",
  "label": "m2 Taste-profile overlap",
  "data": {
   "note": "Qloo returned no taste profile for this target.",
   "value": null,
   "coverage": 0
  },
  "shortlistAverages": {}
 },
 {
  "id": "t9-m3",
  "label": "m3 Cross-domain agreement",
  "data": {
   "value": 0.8144506925971584,
   "domains": [
    {
     "type": "urn:entity:artist",
     "clash": [
      {
       "name": "Arcangel",
       "affinity": 0.7483507568499166
      },
      {
       "name": "Alejandro Sanz",
       "affinity": 0.7519409660417368
      },
      {
       "name": "Juanes",
       "affinity": 0.7559877282307886
      }
     ],
     "label": "Music",
     "score": 0.7722306314023442,
     "shared": [
      {
       "name": "Luis Fonsi",
       "affinity": 0.7905433403633838
      },
      {
       "name": "Reik",
       "affinity": 0.790493612242875
      },
      {
       "name": "Piso 21",
       "affinity": 0.7845742000181044
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:tv_show",
     "clash": [
      {
       "name": "American Gladiators",
       "affinity": 0.8902817447673408
      },
      {
       "name": "Step Up: High Water",
       "affinity": 0.8984070594395437
      },
      {
       "name": "Burden of Truth",
       "affinity": 0.8996669781119885
      }
     ],
     "label": "TV",
     "score": 0.9129295731053786,
     "shared": [
      {
       "name": "Old Enough!",
       "affinity": 0.9277982315501377
      },
      {
       "name": "Blossom",
       "affinity": 0.9273569719772379
      },
      {
       "name": "6Teen",
       "affinity": 0.9271564080722079
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:movie",
     "clash": [
      {
       "name": "Fast & Furious Presents: Hobbs & Shaw",
       "affinity": 0.7507461633691681
      },
      {
       "name": "Ant-Man and the Wasp",
       "affinity": 0.7535140347241639
      },
      {
       "name": "Thor: Ragnarok",
       "affinity": 0.754521265031407
      }
     ],
     "label": "Film",
     "score": 0.7782317185945573,
     "shared": [
      {
       "name": "Ralph Breaks the Internet",
       "affinity": 0.8194603923996765
      },
      {
       "name": "Toy Story 4",
       "affinity": 0.814137432225302
      },
      {
       "name": "Jumanji: Welcome to the Jungle",
       "affinity": 0.8100693621621449
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:podcast",
     "clash": [
      {
       "name": "First Take",
       "affinity": 0.6497750935419133
      },
      {
       "name": "The Steve Austin Show",
       "affinity": 0.6771010823155643
      },
      {
       "name": "Talk Is Jericho",
       "affinity": 0.6895709771039128
      }
     ],
     "label": "Podcasts",
     "score": 0.7944108472863537,
     "shared": [
      {
       "name": "The School of Greatness",
       "affinity": 0.8930632789956755
      },
      {
       "name": "The Chalene Show | Diet, Fitness & Life Balance",
       "affinity": 0.8805992902397467
      },
      {
       "name": "Motivation with Brendon Burchard",
       "affinity": 0.8803432431804534
      }
     ],
     "expected": 25,
     "returned": 25
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "value": 0.8142200656582131,
   "domains[0].score": 0.7712218159459897,
   "domains[1].score": 0.8930482681153483,
   "domains[2].score": 0.7853466318542113,
   "domains[3].score": 0.8072635467173033
  }
 },
 {
  "id": "t9-m4",
  "label": "m4 Demographic alignment",
  "data": {
   "buyer": {
    "male": 0.11749999999999998,
    "female": -0.11749999999999998,
    "25_to_29": 0.29000000000000004,
    "30_to_34": -0.0675,
    "35_to_44": -0.22000000000000003,
    "45_to_54": -0.475,
    "55_and_older": -0.3825,
    "24_and_younger": 0.19999999999999998
   },
   "value": 0.5399310675591995,
   "cosine": 0.07986213511839904,
   "target": {
    "male": -0.64,
    "female": 0.64,
    "25_to_29": 0,
    "30_to_34": -0.046666666666666634,
    "35_to_44": -0.25333333333333335,
    "45_to_54": 0.03333333333333335,
    "55_and_older": -0.5499999999999999,
    "24_and_younger": -0.18000000000000002
   },
   "coverage": 1,
   "biggestGap": {
    "buyer": 0.11749999999999998,
    "bucket": "male",
    "target": -0.64
   }
  },
  "shortlistAverages": {
   "value": 0.5395238058358314,
   "cosine": 0.07904761167166277
  }
 },
 {
  "id": "t9-m5",
  "label": "m5 Geographic footprint",
  "data": {
   "value": 0.4230494953309556,
   "coverage": 1,
   "metroCount": 55,
   "whiteSpace": [
    {
     "lat": 35.4676,
     "lon": -97.5164,
     "buyer": 0.6872049394855749,
     "metro": "Oklahoma City",
     "target": 0.7757377298859315,
     "buyerRel": -0.13706411737560187,
     "targetRel": -0.048531326975245315
    },
    {
     "lat": 41.2565,
     "lon": -95.9345,
     "buyer": 0.6248505302030083,
     "metro": "Omaha",
     "target": 0.7493299423969424,
     "buyerRel": -0.17987743914172438,
     "targetRel": -0.05539802694779028
    },
    {
     "lat": 39.9612,
     "lon": -82.9988,
     "buyer": 0.7349857000817613,
     "metro": "Columbus",
     "target": 0.773148827073692,
     "buyerRel": -0.10229714527310962,
     "targetRel": -0.06413401828117893
    },
    {
     "lat": 35.1495,
     "lon": -90.049,
     "buyer": 0.6863002965642402,
     "metro": "Memphis",
     "target": 0.739631408008658,
     "buyerRel": -0.12004267795639578,
     "targetRel": -0.06671156651197796
    },
    {
     "lat": 38.2527,
     "lon": -85.7585,
     "buyer": 0.6833639071557437,
     "metro": "Louisville",
     "target": 0.723145563846558,
     "buyerRel": -0.1119661683187444,
     "targetRel": -0.07218451162793005
    },
    {
     "lat": 39.0997,
     "lon": -94.5786,
     "buyer": 0.712520851703013,
     "metro": "Kansas City",
     "target": 0.7652721541549578,
     "buyerRel": -0.13352157951977173,
     "targetRel": -0.08077027706782702
    },
    {
     "lat": 36.1627,
     "lon": -86.7816,
     "buyer": 0.707070212764379,
     "metro": "Nashville",
     "target": 0.7598779825604487,
     "buyerRel": -0.14013225824918207,
     "targetRel": -0.08732448845311236
    },
    {
     "lat": 61.2181,
     "lon": -149.9003,
     "buyer": 0.49558502705752777,
     "metro": "Anchorage",
     "target": 0.6575798953488373,
     "buyerRel": -0.25383935528139906,
     "targetRel": -0.09184448699008951
    }
   ],
   "correlation": -0.15390100933808876,
   "strongholds": [
    {
     "lat": 33.5186,
     "lon": -86.8104,
     "buyer": 0.7416748044389379,
     "metro": "Birmingham",
     "target": 0.6624921458376366,
     "buyerRel": -0.02066007297934147,
     "targetRel": -0.09984273158064272
    },
    {
     "lat": 42.3314,
     "lon": -83.0458,
     "buyer": 0.8434668447527792,
     "metro": "Detroit",
     "target": 0.7863400379743494,
     "buyerRel": -0.051949978686002596,
     "targetRel": -0.10907678546443245
    }
   ],
   "whiteSpaceCount": 8,
   "relativeToCohort": true
  },
  "shortlistAverages": {
   "value": 0.3788101542840746,
   "correlation": -0.2423796914318507
  }
 },
 {
  "id": "t9-m6",
  "label": "m6 Momentum",
  "data": {
   "z": null,
   "note": "Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.",
   "value": null,
   "priorSd": null,
   "coverage": 0,
   "priorMean": null,
   "normalised": true,
   "recentMean": null
  },
  "shortlistAverages": {}
 },
 {
  "id": "t9-profile",
  "label": "Qloo entity profile: Poppi",
  "data": {
   "name": "Poppi",
   "drivers": [
    {
     "name": "Quaker Oats Company",
     "score": 0.262039557747396
    },
    {
     "name": "Doritos",
     "score": 0.26057387505457613
    },
    {
     "name": "Gatorade",
     "score": 0.2525137519437461
    },
    {
     "name": "Pepsi",
     "score": 0.22487281525428174
    }
   ],
   "ownership": "owned_by_buyer",
   "keyMarkets": [
    "United States"
   ],
   "popularity": 0,
   "screenRank": 10,
   "foundedYear": 2015,
   "priceRangeUsd": [
    2,
    3
   ],
   "ultimateParent": "PepsiCo, Inc.",
   "forwardAffinity": 0.6346541160439347,
   "competitorBrands": [
    "Olipop",
    "Culture Pop",
    "Health-Ade",
    "Zevia"
   ],
   "sharedCategories": [
    {
     "name": "Food & Beverage",
     "score": 0.7305072539555804
    },
    {
     "name": "Carbonated",
     "score": 0.725715240157766
    }
   ],
   "knownPartnerships": [
    "Post Malone",
    "Hailey Bieber",
    "Kylie Jenner",
    "Billie Eilish",
    "Russell Westbrook",
    "Jennifer Lopez"
   ],
   "marketPositioning": "A trendy, gut-health-focused functional soda brand that offers a guilt-free indulgence for modern, health-conscious consumers."
  },
  "shortlistAverages": {}
 },
 {
  "id": "t9-score",
  "label": "Composite score",
  "data": {
   "F": 61.86982523185603,
   "points": {
    "m1": 26.803794723777568,
    "m2": 0,
    "m3": 17.45251484136768,
    "m4": 11.569951447697132,
    "m5": 6.043564219013652,
    "m6": 0
   },
   "coverage": 0.7
  },
  "shortlistAverages": {
   "F": 55.38338238220258,
   "coverage": 0.8800000000000001
  }
 }
]