Allison and Stephen Ellsworth, the creators of Poppi, have introduced Jetty, a new beverage venture aimed at the hydration category. The brand launches Monday with products available at Whole Foods, Target, and Amazon. Jetty represents a direct challenge to PepsiCo’s Gatorade, which commands approximately 60% of the U.S. sports drink market, according to Numerator data. The founders established Jetty as a self-funded company following PepsiCo’s 2025 acquisition of Poppi for $1.95 billion.
Jetty targets consumers seeking everyday hydration rather than the high electrolyte and sugar content typical of traditional sports drinks. Allison Ellsworth, the brand’s chief brand officer, emphasized that the product addresses an unmet need for regular hydration among people who are not athletes. The concept emerged after Ellsworth adopted a GLP-1 medication and experienced reduced thirst as a side effect. Because maintaining hydration can help mitigate certain side effects of these medications, Jetty aims to make hydration more appealing through flavor and added functional benefits. According to an EY-Parthenon survey, approximately 44% of GLP-1 users report consuming more functional beverages.
The hydration category presents significant growth potential. Over a 52-week period ending in October, hydration and electrolyte product sales increased 20% to $2.6 billion, with a strong 62% repeat buyer rate, according to SPINS data. However, Jetty enters a competitive landscape that includes efforts from established companies. Kraft Heinz introduced electrolyte-enhanced Capri Sun juice pouches and Kool-Aid packets earlier this year, while PepsiCo overhauled Gatorade’s branding to appeal to broader consumer occasions. Electrolit has achieved 40% retail sales growth for distributor Keurig Dr Pepper.
Jetty launches with five flavors and will be available in both ready-to-drink bottles and powdered packets. Each 15.2-ounce bottle or 15-gram packet contains 100 milligrams of sodium, 310 milligrams of potassium, and 100 milligrams of magnesium, along with B vitamins, 3 grams of fiber, and 6 grams of sugar. The products contain no artificial sweeteners or dyes. This formulation differs significantly from traditional Gatorade, which contains 34 grams of sugar and substantially less potassium per serving. Industry data shows sports drink unit sales have declined 9.1% from 2022 onward, suggesting consumer interest may be shifting toward alternative hydration products.
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