Poppi Founders Take On Gatorade
Allison and Stephen Ellsworth launch Jetty, a new beverage startup, to compete with PepsiCo's Gatorade in the hydration market, with products available at Whole Foods, Target, and Amazon starting Monday
Story timeline2 updates
Jetty bottles are priced at $2.49.
Story published. Allison and Stephen Ellsworth launch Jetty, a new beverage startup, to compete with PepsiCo's Gatorade in the hydration market, with products available at Whole Foods, Target, and Amazon starting Monday
The founders of Poppi, Allison and Stephen Ellsworth, are launching a new beverage startup called Jetty to compete with PepsiCo's Gatorade in the hydration market. Jetty drinks and electrolyte packets will be available at Whole Foods, Target, and Amazon starting Monday.
PepsiCo, which bought Poppi for $1.95 billion in 2025, dominates the U.S. sports drink category with its Gatorade brand, which has about 60% market share. The Ellsworths' new venture, Jetty, will directly compete with Gatorade, as well as other upstarts in the electrolyte-fueled trend.
Allison Ellsworth, Jetty's chief brand officer, and Stephen Ellsworth, Jetty's CEO, are aiming to upend the hydration category with a similar strategy that made Poppi successful. Jetty is targeted at people who need a hydration boost, but not the same level of electrolytes or sugar as a traditional sports drink.
The idea for Jetty came to Allison Ellsworth after she lost 60 pounds using a GLP-1 medication, which can make people less thirsty. She realized that about 44% of GLP-1 users are dehydrated, and saw an opportunity to create a product for everyday hydration.
## Why it matters The hydration market is a growing category, with many consumers looking for low-sugar and low-calorie alternatives to traditional sports drinks. Jetty's launch is significant, as it pits the Ellsworths against PepsiCo, a giant in the beverage industry. The success of Jetty will depend on its ability to differentiate itself from Gatorade and other competitors, and to appeal to consumers who are looking for a hydration boost without the high sugar and electrolyte content of traditional sports drinks.
The launch of Jetty is also notable, as it marks the Ellsworths' return to the beverage industry after the sale of Poppi to PepsiCo. Allison Ellsworth stayed on as an advisor to Poppi after the sale, but is no longer involved in the day-to-day operations. With Jetty, the Ellsworths are looking to disrupt the hydration category, just as they did with Poppi in the soda category.
