Business · Companies · 2 hrs ago
Poppi founders launch Jetty to compete in the hydration market
Poppi founders Allison and Stephen Ellsworth are launching Jetty, a new beverage brand focused on hydration.
The self-funded venture launches with five flavors of drinks and ready-to-mix electrolyte packets, sold at Whole Foods and online at Target and Amazon.
Jetty is aimed at people seeking everyday hydration, rather than the higher electrolyte levels or sugar found in traditional sports drinks.
The idea grew after Allison Ellsworth began using a GLP-1 medication and found it difficult to drink enough; these medicines can reduce thirst, while hydration may help ease some side effects.
Jetty will compete with Gatorade, owned by PepsiCo, which holds about 60% of the U.S. sports drink market, as well as newer brands.
Hydration and electrolyte sales rose 20% to $2.6 billion in the 52 weeks ending October 4, and the category is attracting more new products.
The founders are betting that consumers, including younger people and those seeking convenient hydration, will choose Jetty; it is now beginning its retail and online launch.
Poppi founders Allison and Stephen Ellsworth are launching Jetty, a new beverage brand focused on everyday hydration.
Jetty is launching with five flavors, drinks and ready-to-mix electrolyte packets.
Starting Monday, its products will be sold at Whole Foods and available online at Target and Amazon.
The self-funded venture is entering a hydration market where PepsiCo’s Gatorade holds about 60% of the U.S. sports drink category.
Jetty is aimed at people seeking hydration with less sugar and fewer electrolytes than traditional sports drinks.
- Who
- Poppi founders Allison and Stephen Ellsworth. Stephen is Jetty’s CEO, and Allison is its chief brand officer.
- What
- They are launching Jetty, a beverage brand for everyday hydration, with drinks and ready-to-mix electrolyte packets.
- When
- The launch is scheduled to begin Monday. The article was published on November 8, 2026.
- Where
- Products will be on shelves at Whole Foods and available online at Target and Amazon.
- Why
- The founders say Jetty is designed for people seeking hydration without the sugar or electrolyte levels of traditional sports drinks.
This story does not have two clearly opposing sides.
PepsiCo bought Poppi for $1.95 billion, and Allison Ellsworth stayed on as an advisor.
Allison Ellsworth said she had free time and began using a GLP-1 medication, which she said led to the idea for Jetty.
Jetty drinks and ready-to-mix electrolyte packets are scheduled to reach Whole Foods shelves and become available online at Target and Amazon.
- Launch flavors
- Five
- Founders
- Allison and Stephen Ellsworth
- Retail availability
- Whole Foods, Target and Amazon
- Gatorade U.S. sports drink market share
- About 60%
- Poppi sale price
- $1.95 billion in 2025
What people are saying
No one has really created a product for just everyday hydration — literally everyday hydration for normal people
I physically struggle getting liquid into my body
Our core audience is going to be millennial moms and Gen Z