Jetty drink launch
Allison and Stephen Ellsworth, founders of the prebiotic soda brand Poppi, are launching a new hydration brand called Jetty with five initial flavors, CNBC reported.
The self-funded venture starts selling drinks and ready-to-mix electrolyte packets at Whole Foods grocery stores, alongside online sales at Target and Amazon, on Monday.
PepsiCo market clash
The launch puts the Ellsworths into direct competition with PepsiCo, which acquired Poppi for $1.95 billion in 2025. PepsiCo owns Gatorade, a dominant player holding about 60% of the U.S. sports drink market according to Numerator data cited by CNBC.
Dollar sales for the broader hydration and electrolyte category climbed 20% to $2.6 billion over the 52 weeks ended Oct. 4, based on data from SPINS. Jetty enters this expanding market with a formulation designed for everyday consumers rather than high-intensity athletes.
GLP-1 consumer focus
The idea for Jetty emerged after Allison Ellsworth began taking a GLP-1 medication and experienced a struggle to get liquid into her body. GLP-1 users frequently struggle with fluid intake, while proper hydration helps mitigate side effects like nausea and headaches.
I physically struggle getting liquid into my body,
Allison Ellsworth told CNBC.
Market research from EY-Parthenon shows that approximately 44% of GLP-1 users consume more functional beverages. Beyond this demographic, the founders target millennial moms and Gen Z consumers who lean away from legacy brands.
Hydration market competition
Jetty arrives as major food and beverage corporations ramp up competition for consumer market share. Kraft Heinz introduced electrolyte-infused Capri Sun pouches and Kool-Aid packets earlier in the year, while PepsiCo overhauled Gatorade to target morning and afternoon consumption occasions.
To capture different buying habits, Jetty offers both single-use powder packets and ready-to-drink bottles. Each 15.2-ounce bottle or 15-gram packet contains 100 milligrams of sodium, 310 milligrams of potassium, 100 milligrams of magnesium, B vitamins, 3 grams of fiber, and 6 grams of sugar without artificial sweeteners or dyes.
Future fundraising plans
Jetty operates on $2.5 million in initial self-funding, though Allison Ellsworth stated that the brand will likely raise external capital in 2027. Future fundraising rounds will prioritize investors who bring strategic value and celebrity connections rather than traditional venture capital checks alone.
Jetty drink launch questions
Where can shoppers buy Jetty products?
Jetty drinks and ready-to-mix electrolyte packets are available on shelves at Whole Foods grocery stores and online at Target and Amazon starting Monday.
What ingredients are in Jetty drinks?
Each 15.2-ounce bottle and 15-gram packet contains 100 milligrams of sodium, 310 milligrams of potassium, 100 milligrams of magnesium, B vitamins, 3 grams of fiber, and 6 grams of sugar.
Keep reading