Jetty, the new drink brand from the founders of Poppi, is launching with five flavors.
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…
