Poppi Founders Launch Self-Funded Jetty Hydration Brand
Allison and Stephen Ellsworth, founders of prebiotic soda brand Poppi, have launched Jetty, a new hydration company. The startup, which is self-funded with $2.5 million, offers electrolyte powders and ready-to-drink beverages. It targets everyday consumers rather than athletes and is available at Whole Foods, Target, and Amazon. The launch follows the Ellsworths' sale of Poppi to PepsiCo for nearly $2 billion in 2025.
Key points
- Jetty launched on November 8, 2026, with initial distribution at Whole Foods, Target, and Amazon.
- The company is self-funded with $2.5 million and plans to seek external funding in 2027.
- The product line includes five flavors of bottled drinks and powder packets, with no artificial sweeteners or dyes.
- Allison Ellsworth serves as chief brand officer, while Stephen Ellsworth is CEO, mirroring their roles at Poppi.
- The brand avoids health claims to mitigate legal risks, a lesson learned from Poppi's $9.8 million class-action settlement.
Background
The Ellsworths sold Poppi to PepsiCo in May 2025 for approximately $1.95 billion. This sale included a three-year advisory agreement for Allison Ellsworth. Prior to the sale, Poppi settled a class-action lawsuit in April 2025 for $9.8 million over alleged misleading health claims. The new venture builds on the founders' experience in building a culturally relevant beverage brand.
How outlets are covering it
CNBC emphasizes the personal narrative of the Ellsworths, highlighting Allison's focus on health and the couple's desire for control over their new venture. Briefs Finance provides detailed market data, noting that hydration products generated $10.5 billion in sales over the last 52 weeks, and highlights the competitive landscape with Gatorade holding 60% of the US market. Trend Hunter focuses on the product design, noting the use of colorful, message-driven packaging and the strategic use of different formats for retail versus e-commerce. All sources agree on the launch date and distribution channels, but differ in their emphasis on market size and competitive dynamics.
Why it matters
Jetty's launch signals a shift in the beverage industry toward functional hydration for everyday consumers. The brand's success could indicate a growing preference for wellness-focused drinks over traditional sports drinks. The Ellsworths' approach to legal compliance and brand positioning may set a precedent for new entrants in the crowded hydration market.
What to watch
The Ellsworths plan to seek external funding in 2027, with a preference for investors who can provide access and talent. They are also developing a lemon-lime flavor for future release. The company will need to prove that its products improve consumers' lives to build loyalty and longevity in a competitive market.
- Poppi founder still thinks water's boring—her new beverage company is betting consumers feel the same CNBC
- Poppi founders are going after PepsiCo's Gatorade with new beverage startup Jetty CNBC
- 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 Parade Magazine
- Poppi Founders Launch Jetty Hydration Brand Briefs Finance
- Everyday Hydration Powders: Jetty Brings Flavorful Powders and Drinks Trend Hunter
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