Allison and Stephen Ellsworth are returning to the beverage arena with a fresh ambition. After successfully shaking up the soda world with Poppi, the couple is launching Jetty, a new hydration brand designed to challenge the dominance of giants like PepsiCo and its flagship sports drink, Gatorade. Starting this week, Jetty will hit shelves at Whole Foods and become available via Target and Amazon, offering both bottled drinks and ready-to-mix electrolyte packets in five distinct flavors.
The inspiration for Jetty was deeply personal for Allison Ellsworth. Following the massive sale of Poppi to PepsiCo for nearly two billion dollars, she began using GLP-1 weight loss medications. These drugs can often suppress thirst, leading to dehydration despite a person’s best efforts to stay healthy. Finding plain water unappealing and traditional sports drinks too heavy on sugar and salt for someone who hasn’t just run a marathon, she saw a gap in the market for what she calls everyday hydration for normal people.
Jetty aims to capture a younger demographic that feels disconnected from legacy brands like Gatorade and Powerade. By focusing on Millennial parents and Gen Z consumers, the brand hopes to replicate the colorful marketing success of Poppi while offering a lighter nutritional profile. Unlike standard sports drinks that prioritize high sodium levels for elite athletes, Jetty provides a balanced mix of electrolytes alongside B vitamins and fiber, all while keeping sugars low and avoiding artificial dyes.
Entering the hydration space comes at a volatile time for the industry. While overall interest in electrolytes is surging, traditional ready-to-drink sports beverages have seen declining unit sales as consumers pivot toward powder mixes like Liquid I.V. Despite this shift and fierce competition from major players like Kraft Heinz and Coca-Cola, the Ellsworths remain confident. Having already scaled one beverage empire from scratch, they believe their expertise in branding and distribution gives them the edge needed to win over today’s health conscious shopper.
The inspiration for Jetty was deeply personal for Allison Ellsworth. Following the massive sale of Poppi to PepsiCo for nearly two billion dollars, she began using GLP-1 weight loss medications. These drugs can often suppress thirst, leading to dehydration despite a person’s best efforts to stay healthy. Finding plain water unappealing and traditional sports drinks too heavy on sugar and salt for someone who hasn’t just run a marathon, she saw a gap in the market for what she calls everyday hydration for normal people.
Jetty aims to capture a younger demographic that feels disconnected from legacy brands like Gatorade and Powerade. By focusing on Millennial parents and Gen Z consumers, the brand hopes to replicate the colorful marketing success of Poppi while offering a lighter nutritional profile. Unlike standard sports drinks that prioritize high sodium levels for elite athletes, Jetty provides a balanced mix of electrolytes alongside B vitamins and fiber, all while keeping sugars low and avoiding artificial dyes.
Entering the hydration space comes at a volatile time for the industry. While overall interest in electrolytes is surging, traditional ready-to-drink sports beverages have seen declining unit sales as consumers pivot toward powder mixes like Liquid I.V. Despite this shift and fierce competition from major players like Kraft Heinz and Coca-Cola, the Ellsworths remain confident. Having already scaled one beverage empire from scratch, they believe their expertise in branding and distribution gives them the edge needed to win over today’s health conscious shopper.
