Poppi founders launch Jetty to take on Gatorade
Executive Brief • Key Highlights
Fast factual intelligence distilled for busy investors, executives, and answer bots:
- ✓Poppi founders Allison and Stephen Ellsworth launched a new hydration brand called Jetty on Monday.
- ✓The drinks are now available at Whole Foods, Target, and Amazon.
- ✓Allison Ellsworth said, "No one has really created a product for just everyday hydration." The brand aims to help people who need extra fluids.
Story at a Glance
- Category
- Indian Markets
- Reported By
- CNBC
- Reading Speed
- 7 Minute(s)
- Market Focus
- India Economy
Source: Jetty
After disrupting the soda category with Poppi, founders Allison and Stephen Ellsworth are now taking aim at hydration with their new brand, Jetty.
Starting Monday, Jetty drinks and ready-to-mix electrolyte packets will be on shelves at Whole Foods grocery stores and available online at Target and Amazon .
The new, self-funded venture directly pits the Ellsworths against PepsiCo , which bought Poppi for $1.95 billion in 2025. Pepsi owns Gatorade, which dominates the U.S. sports drink category with about 60% market share, according to Numerator data.
Poppi shook up the soda category with prebiotic fiber, low calorie and sugar counts and its fun marketing aimed at Generation Z and millennials. Jetty looks to upend the hydration category through a similar strategy. To do so, it will face off not only against Gatorade but also a swarm of other upstarts looking to get in on the electrolyte-fueled trend.
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