Poppi founder still thinks water's boring—her new beverage company is betting consumers feel the same

Live updates

1. 1h ago

   Poppi Founders Launch Jetty Hydration Brand to Rival Gatorade

   Poppi founders Allison and Stephen Ellsworth have launched a new beverage startup named Jetty, targeting the hydration market and competing with PepsiCo's Gatorade. The brand offers everyday low-sodium hydration drinks and powders available through major retailers including Whole Foods, Target, and Amazon. Jetty's electrolyte powder formulation contains 3 grams of fiber and 40 calories per serving. The company targets consumers who prefer flavored and functional beverages over plain water, following the creators' previous exit when PepsiCo acquired their prebiotic soda brand.

   Why it matters

   The launch follows the previous sale of the Poppi prebiotic soda brand, which originated as a kitchen experiment sold at a local farmers market before PepsiCo purchased the brand. The new enterprise enters the competitive functional beverage space with offerings designed for everyday hydration rather than strictly athletic performance. Founders are positioning the new product line to capture consumer demand for flavored alternatives to standard drinking water.

   What is confirmed

   • Poppi founders Allison and Stephen Ellsworth are launching a hydration brand named Jetty to compete with PepsiCo's Gatorade.
   • Jetty sells bottled drinks and powders at Whole Foods, Target, and Amazon.
   • Jetty's electrolyte powder has 3g of fiber and 40 calories.
   • Jetty is described as a low sodium hydration brand targeted at everyday use.

   What to watch next

   • Consumer sales performance and market reception across Whole Foods, Target, and Amazon
   • Potential expansion of retail distribution partnerships for Jetty drinks and powders
   • Competitor responses from major beverage players like PepsiCo's Gatorade
   Sources used for this update (20)

   1. CNBC — Poppi founders are going after PepsiCo's Gatorade with new beverage startup Jetty
   2. inc.com — What Is Jetty? Co-Founder Allison Ellsworth Unpacks Her Splashy Poppi Follow-Up
   3. CNBC — Poppi founder still thinks water's boring—her new beverage company is betting consumers feel the same
   4. Parade Magazine — A Texas woman started making soda in her kitchen and selling it at a local farmers market; 10 years later, PepsiCo bought her brand for $1.95 billion
   5. Trend Hunter — Everyday Hydration Powders: Jetty Brings Flavorful Powders and Drinks
   6. AOL.com — From Kitchen Experiment to $1.95 Billion: How Poppi Soda Captivated PepsiCo
   7. Briefs Finance — Poppi Founders Launch Jetty Hydration Brand
   8. ADWEEK — After a $2 Billion Exit, Poppi’s Founders Take Aim at Hydration Drinks
   9. Demokratis.co.id — Poppi Founders Launch Jetty to Challenge Gatorade
   10. Stack3d — Jetty electrolyte powder has 3g fiber and 40 calories
   11. BeautyMatter — After Poppi, Allison Ellsworth Bets on Everyday Hydration
   12. ELLE — Allison Ellsworth Sold Poppi for $2 Billion. Now She’s Back With Jetty.
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