Allison and Stephen Ellsworth, who founded Poppi and sold it to PepsiCo for $1.95 billion in 2025, have launched Jetty, a new beverage company targeting the hydration and electrolyte market. The brand’s products, which include ready-to-drink bottles and electrolyte packets, began appearing on shelves at Whole Foods and online retailers Target and Amazon starting Monday. The venture directly competes with PepsiCo-owned Gatorade, which maintains approximately 60% of the U.S. sports drink market share.
Jetty aims to address what the founders see as a gap in the hydration category. Unlike traditional sports drinks formulated for athletes, Jetty targets everyday consumers seeking modest hydration without the high electrolyte and sugar levels of conventional options. The concept emerged after Allison Ellsworth took time away from Poppi following its sale and began using a GLP-1 medication, which can reduce thirst while making hydration more important for managing side effects. The founders identified both GLP-1 users and younger demographics, particularly millennial mothers and Generation Z consumers, as core audiences.
The hydration category has demonstrated significant growth potential, with dollar sales climbing 20% to $2.6 billion over the preceding 52 weeks and a strong 62% repeat purchase rate. However, competition is intensifying, with new product entries in the category increasing 41% over the past two years. Major beverage companies including Kraft Heinz, Coca-Cola, and Pepsi itself have introduced or expanded electrolyte-focused products, while Electrolit has achieved 40% retail sales growth.
Jetty launches with five flavors and contains 100 milligrams of sodium, 310 milligrams of potassium, 100 milligrams of magnesium, B vitamins, 3 grams of fiber and 6 grams of sugar per serving, using no artificial sweeteners or dyes. The brand will distribute through both ready-to-drink bottles and powder packets, capitalizing on the faster growth rate of the powder segment, which represents a $1 billion category on Amazon alone. The move comes as traditional sports drink sales have declined 9.1% from 2022 to 2026.
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