https://www.live-feeds.com/feed/poppi-founders-are-going-after-pepsico-s-gatorade-with-new-beverage-startup-jettyContinuously updated, source-cited coverage. https://www.live-feeds.com/feed/poppi-founders-are-going-after-pepsico-s-gatorade-with-new-beverage-startup-jettyhttps://www.live-feeds.com/feed/poppi-founders-are-going-after-pepsico-s-gatorade-with-new-beverage-startup-jetty#u194341Wed, 11 Nov 2026 15:17:07 +0000The founders of the Poppi beverage brand are launching a new startup named Jetty to challenge PepsiCo's Gatorade in the hydration market. Co-founder Allison Ellsworth is spearheading the new venture, which aims to provide flavorful drinks and powders for everyday hydration. The creators are targeting the competitive sports drink sector with this splashy follow-up, betting that consumers find plain water boring and want more engaging alternatives.Why it mattersThe launch follows a major success for the founders, who previously built a soda brand in a Texas kitchen and sold it at a local fa