Poppi founders launch Jetty to chase everyday hydration
Allison and Stephen Ellsworth, the team behind Poppi, launched Jetty on November 9. The self-funded brand sells lower-sodium electrolyte drinks and powders for everyday hydration through Whole Foods, Target, Amazon and its own site.
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Key takeaways
Jetty launched November 9 at Whole Foods nationwide and online at Target, Amazon and drinkjetty.com.
Each bottle has 100 mg sodium, 310 mg potassium, 100 mg magnesium, 6 g sugar and 45 calories, per Fox Business.
The Ellsworths are investing $2.5 million of their own money, Fox Business reported.
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Allison and Stephen Ellsworth, the husband-and-wife team behind prebiotic soda brand Poppi, launched a new beverage company called Jetty on Monday, November 9. The brand sells ready-to-drink electrolyte bottles and ready-to-mix powders aimed at everyday hydration rather than athletes, according to CNBC, Fox Business and NBC News.
Jetty is available nationwide at Whole Foods Market stores and online through Target, Amazon and the brand's own website, drinkjetty.com. It launches in five flavors: Fruit Punch, Black Raspberry, White Cherry, Watermelon and Orange Mango.
A lower-sodium formula built for daily use
Each ready-to-drink bottle contains 100 milligrams of sodium, 310 milligrams of potassium and 100 milligrams of magnesium, along with B vitamins and prebiotics, Fox Business reported, citing the company. A bottle has 6 grams of sugar and 45 calories and is made without artificial colors, dyes or sweeteners.
I didn't run a marathon this morning. I don't need a thousand milligrams of sodium in my body right now. — Allison Ellsworth, co-founder and chief brand officer, Jetty (via Fox Business)
Allison Ellsworth told NBC News the team formulated Jetty to be as close to coconut water as possible without the coconut water taste. She described the brand to CNBC as "a solution to boring water."
Self-funded, with a familiar team at the top
Stephen Ellsworth, Poppi's former CEO, is Jetty's CEO and oversees operations, finances and product development. Allison Ellsworth leads branding and marketing as chief brand officer. The couple is investing $2.5 million of their own money in the company, Fox Business reported. CNBC said that with startup capital already in hand, the founders can hold off on seeking outside funding.
PepsiCo acquired Poppi for $1.95 billion in 2025. Ahead of Jetty's debut, the brand built interest through its SMS and email lists, including a limited "J-Card" giveaway for subscribers, NBC News reported.
We had this really unique opportunity to market a product before its launch, and build hype behind it that you can only capture once. — Allison Ellsworth, Jetty (via NBC News)
A sizable market outside the gym
The founders describe Jetty as entering a $13 billion sports and performance drink category, according to Fox Business. CNBC, citing NielsenIQ, reported that beverages with a hydration claim generated $10.5 billion in sales over the past 52 weeks, about 6% of the $159 billion in total beverage sales, with sports drinks making up roughly half of that segment.
Paul Beaupre, a former Coca-Cola executive of more than 25 years who now works as an investor and adviser, told Fox Business he estimates roughly 85% of traditional sports drink consumption happens outside of exercise. That everyday occasion is the opening Jetty is targeting.
You gotta start small. You gotta get the brand awareness out there. — Allison Ellsworth, Jetty (via Fox Business)
Sources
- Poppi founder still thinks water's boring. Her new beverage company is betting consumers feel the same ↗ · CNBC
- Poppi founders look to disrupt hydration market with new electrolyte drink ↗ · Fox Business
- Poppi founder Allison Ellsworth just launched a new beverage brand ↗ · NBC News
- About Jetty ↗ · Jetty
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