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● LIVE Updated 2h ago · 12 sources tracked

Poppi founders look to disrupt hydration market with new electrolyte drink

Allison Ellsworth, who co-founded prebiotic soda brand Poppi and sold it for $2 billion, has launched Jetty, a new hydration beverage line. The brand positions itself as a flavored electrolyte drink with zero sugar and functional ingredients, targeting consumers who find plain water unappealing. Jetty enters a crowded hydration market dominated by brands like Liquid I.V. and Gatorade, betting on Ellsworth's track record building Poppi into a mainstream success. The product line includes multiple flavors and is available direct-to-consumer and through select retail partners.

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⚡ Key Developments & Real-Time Context
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  • ✓ Allison Ellsworth co-founded Poppi and sold the company for $2 billion.
  • ✓ Ellsworth launched a new hydration beverage brand called Jetty.
  • ✓ Jetty is marketed as a zero-sugar electrolyte drink with functional ingredients.
  • ✓ The brand targets consumers who find plain water boring.
🛡️ Source Corroboration: 12 independent reporting domains (90% confidence) ⏱ Read time: ~2 min

What changed

Allison Ellsworth officially launched Jetty, her new electrolyte drink brand, after selling Poppi for $2 billion.

Live updates

  1. Poppi co-founder Allison Ellsworth launches Jetty electrolyte drink

    Allison Ellsworth, who co-founded prebiotic soda brand Poppi and sold it for $2 billion, has launched Jetty, a new hydration beverage line. The brand positions itself as a flavored electrolyte drink with zero sugar and functional ingredients, targeting consumers who find plain water unappealing. Jetty enters a crowded hydration market dominated by brands like Liquid I.V. and Gatorade, betting on Ellsworth's track record building Poppi into a mainstream success. The product line includes multiple flavors and is available direct-to-consumer and through select retail partners.

    Why it matters

    Ellsworth's move from prebiotic soda to electrolyte hydration signals a strategic pivot toward the larger functional beverage category. Poppi's $2 billion sale to a major strategic buyer validated the founder's ability to scale niche health drinks into mass-market brands. Jetty leverages that playbook, flavor-forward formulation, clean-label positioning, and founder-led marketing, but faces stiffer competition in hydration, where established players have deep retail distribution and marketing budgets.

    What is confirmed

    • Allison Ellsworth co-founded Poppi and sold the company for $2 billion.
    • Ellsworth launched a new hydration beverage brand called Jetty.
    • Jetty is marketed as a zero-sugar electrolyte drink with functional ingredients.
    • The brand targets consumers who find plain water boring.

    Still unconfirmed

    • Jetty will quickly secure national retail distribution comparable to Poppi's footprint.
    • The brand's formulation includes proprietary ingredient blends not used in competing electrolyte drinks.

    What to watch next

    • Retail distribution expansion announcements beyond direct-to-consumer and initial partners
    • Third-party sales data or market share reports for Jetty's first quarter
    • Competitive responses from Liquid I.V., Gatorade, or other hydration brands
    Sources used for this update (12)
    1. www.nbcnews.com — NBC News - Breaking Headlines and Video Reports on World, U.S....
    2. www.foxbusiness.com — Great Business Leaders in America & Around the World | Fox Business
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    4. macaubusiness.com — Microsoft beats expectations fueled by Azure cloud business
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    6. www.newswire.ca — Canada announces landmark investment in Cohere to scale secure, sovereign AI
    7. CNBC — Poppi founder still thinks water's boring—her new beverage company is betting consumers feel the same
    8. The Cut — Allison Ellsworth Is Ready to Disrupt Water
    9. NBC News — Poppi founder Allison Ellsworth’s new hydration beverage brand Jetty is here — she gave us a behind-the-scenes look
    10. Fox Business — Poppi founders look to disrupt hydration market with new electrolyte drink
    11. Yahoo — Poppi’s Co-Founder Has a New Drink—and We Tried the Entire Line First
    12. www.elle.com — Allison Ellsworth Sold Poppi for $2 Billion. Now She’s ...
    confidence 90%
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