Allison and Stephen Ellsworth, founders of prebiotic soda brand Poppi, are launching a self-funded hydration venture named Jetty, challenging established sports drink giants like PepsiCo’s PepsiCo (NASDAQ: PEP) Gatorade with everyday electrolyte drinks and powders hitting shelves.
Jetty Enters Hydration Market with $2.5 Million Capital
- Jetty enters the hydration category with $2.5 million in self-funded capital, offering five initial flavors in bottles and powder sticks.
- The brand positions itself against Gatorade, which commands roughly 60% of the U.S. sports drink market according to Numerator data cited by CNBC.
- Consumer demand for hydration products grew, with SPINS data showing dollar sales climbing 20% to $2.6 billion over the 52 weeks ended October 4.
Jetty Products Arrive at Whole Foods, Target and Amazon
Jetty products and ready-to-mix electrolyte packets arrived on shelves at Whole Foods grocery stores and online at Target and Amazon, according to CNBC. The brand launched with five flavors: watermelon, orange mango, fruit punch, black raspberry, and white cherry. Each ready-to-drink bottle and powder packet contains 100 milligrams of sodium, 310 milligrams of potassium, and 100 milligrams of magnesium, alongside B vitamins, 3 grams of fiber, and 6 grams of sugar.
Additional label details published on drinkjetty.com and reported by Gut Health Times show that the fruit punch bottle includes 50 milligrams of calcium, bringing the total mineral content to 560 milligrams. The formulas use cassava root fiber, pink Himalayan salt, organic cane sugar, and stevia extract, with colors derived from vegetable juice.
| Brand and Product | Sodium (mg) | Potassium (mg) | Magnesium (mg) | Sugar (g) |
|---|---|---|---|---|
| Jetty (15.2 oz bottle) | 100 | 310 | 100 | 6 |
| Gatorade Thirst Quencher (20 oz) | 270 | 80 | 0 | 34 |
Targeting Lapsed Drinkers and GLP-1 Users
Unlike legacy sports drinks marketed toward intense athletic exertion, Jetty targets consumers seeking everyday hydration without high sugar levels. “No one has really created a product for just everyday hydration — literally everyday hydration for normal people,” Allison Ellsworth told CNBC. “Like I woke up this morning, I didn’t run a marathon.”
The brand also aims to capture demand from users of GLP-1 weight-loss medications.
Jetty Founders Consult Lawyers Following Poppi Regulatory Scrutiny
The launch follows the 2025 acquisition of Poppi by PepsiCo for $1.95 billion. While Allison Ellsworth stayed on initially as an advisor, regulatory filings highlighted by CNBC show that PepsiCo lowered the estimated fair value of potential performance-based earnout payments to Poppi’s prior owners to $12 million.
To avoid past missteps, Jetty’s founders consulted three different claims lawyers regarding packaging claims, noting that Poppi previously paid $8.9 million to settle class-action litigation over its gut-health marketing.
Disclaimer: The information provided in this article is for educational and informational purposes only and does not constitute financial advice.
