Founders of Poppi Launch Jetty, Taking on Gatorade

Allison and Stephen Ellsworth, the founders of Poppi, are launching Jetty, a new everyday hydration brand, set to compete directly against PepsiCo’s heavyweight in the market, Gatorade. This new venture, expected to innovate in the hydration category, will officially be available in stores starting Monday at Whole Foods, as well as online through Target and Amazon.

Jetty's Unique Proposition

Jetty positions itself in the hydration market by offering products specifically designed for consumers who need a boost of hydration in their everyday lives, rather than the high-sugar, high-electrolyte drinks designed for athletes. "No one has really created a product for just everyday hydration — literally everyday hydration for normal people," said Allison Ellsworth, emphasizing that Jetty caters to those who engage in everyday activities rather than extreme sports. The new brand aims to fill a gap in the market left by traditional sports drinks, which, despite their popularity, are often consumed by people who don’t necessarily need extensive rehydration. This approach is not only innovative but also strategically wise as consumer preferences shift towards healthier options.

Founders’ Journey post-Poppi Sale

The launch of Jetty comes after the Ellsworths sold Poppi to PepsiCo for a staggering $1.95 billion in 2025. After stepping back from daily operations at Poppi, Allison Ellsworth decided to embark on creating a new hydration-focused brand in response to personal experiences after using GLP-1 medications. These medications, known for aiding weight loss, can affect thirst levels, which prompted Ellsworth to develop Jetty as a solution to help users maintain adequate hydration.

Product Details

• Jetty products will launch with five flavors: watermelon, orange mango, fruit punch, black raspberry, and white cherry.
• Each 15.2-ounce bottle or 15-gram packet will contain 100 milligrams of sodium, 310 milligrams of potassium, and 100 milligrams of magnesium.
• In addition, Jetty drinks include B vitamins, 3 grams of fiber, and 6 grams of sugar.
• The company does not use artificial sweeteners or dyes in its products.

For comparison, Gatorade’s traditional Thirst Quencher contains about 270 milligrams of sodium and 34 grams of sugar in a 20-ounce bottle. The nutritional differences highlight Jetty's goal of providing a more appealing option for daily hydration that avoids high sugar and calorie counts.

Market Trends and Competition

As consumers increasingly prioritize hydration, the category has seen significant growth, with dollar sales of hydration products surging 20% to $2.6 billion in the last year. The ongoing rise of hydration and electrolyte products underscores the opportunity Jetty aims to capture.

Moreover, the hydration sector is becoming crowded with competition. PepsiCo is making noticeable shifts to its Gatorade brand, aiming to attract a wider audience through new marketing strategies with reduced sugar offerings and removal of artificial colors. Similarly, smaller brands like Liquid I.V. and LMNT are rapidly gaining traction in the hydration powder market, which complements the growing trend among consumers who prefer convenient, ready-to-mix electrolyte solutions.

Potential Challenges

Despite its promising start, Jetty encounters notable competition for shelf space and consumer attention and considers the importance of visibility across grocery shelves to effectively reach its target market. The brand will strategically launch both powder mixes and ready-to-drink options, acknowledging the higher growth rate of single-use mixes.

Strategic Funding Plans

Jetty is initially self-funded with $2.5 million. However, Allison Ellsworth indicated that the brand is considering raising external capital in 2027, but with a preference for investors who can provide more than just funding. "I want to bring in investors that bring value," she mentioned, hinting at a strategy to attract influential partners who can aid in the brand’s marketing and outreach.

Learning from the Past

The founders are determined to leverage the experience gained from building Poppi to enhance Jetty's prospects. They aim to avoid past pitfalls, including issues faced with litigation related to advertising claims concerning their previous brand. This time, they have ensured that Jetty's packaging has been validated by three different claims lawyers, aiming to finalize their base on sound marketing practices.

Future Developments

Looking ahead, Jetty aims to expand its offerings, with plans already underway to develop a lemon-lime flavor, akin to the original Gatorade taste, while maintaining a focus on attractive flavor profiles that appeal to their core demographic of millennial moms and Gen Z consumers. The aim is to create products that resonate with younger audiences seeking healthier, flavorful hydration options compared to traditional sports drinks that are perceived as outdated.

Key Takeaways

• Jetty is a new hydration brand launched by Poppi founders Allison and Stephen Ellsworth to compete with Gatorade.
• The brand's products will emphasize everyday hydration with 5 unique flavors and a healthy ingredient profile, avoiding excess sugar.
• Jetty’s initial self-funding amounts to $2.5 million, with potential plans for broader fundraising in 2027.
• Market trends show a significant increase in hydration product sales; the sector is increasingly competitive and innovative.
• Jetty aims to learn from previous experiences and adapt in a rapidly evolving beverage market.

As Jetty prepares to make its debut in the bustling beverage industry, its founders reflect on their lessons learned from Poppi and the importance of targeting a demographic that values health, flavor, and convenience in their daily hydration choices. With a clear goal of reshaping consumer expectations around hydration products, Jetty is poised to carve out its niche in a market dominated by legacy brands like Gatorade.