Allison and Stephen Ellsworth, the founders behind prebiotic soda brand Poppi, have launched jetty, an “everyday hydration” brand available nationwide at Whole Foods Market and online at Target and Amazon in both ready-to-drink bottles and ready-to-mix powders.
The launch follows the couple’s sale of Poppi to PepsiCo for $1.95 billion in May 2025 and aims at what they describe as a stale, athlete-focused hydration category worth $13 billion.
“Like many Americans, I was suffering from chronic dehydration,” said Allison Ellsworth, chief brand officer and co-founder of jetty. “I went to the grocery store and noticed every electrolyte drink I found was made for high-performance athletes, high in sodium and full of artificial ingredients, and there was no brand I related to. My husband Stephen and I saw a white space, and together, we created jetty: a product that’s made for everyday hydration.”
Positioned for everyday occasions, not performance
Each bottle delivers 100 milligrams of sodium, 310 milligrams of potassium, 100 milligrams of magnesium, B vitamins and prebiotics, with 6 grams of sugar and 45 calories, a deliberately lower-sodium formulation than athlete-oriented drinks. The line comes in five flavors – Watermelon, Orange Mango, Fruit Punch, Black Raspberry and White Cherry – and is formulated without artificial colors, dyes or sweeteners. The beverages contain real fruit juice and come in PET packaging designed for a lower carbon footprint.
“Hydration is a $13 billion category, but consumers are leaving traditional sports drinks and looking for better-for-you ways to hydrate,” said Stephen Ellsworth, CEO and co-founder. “These brands have long been engineered for men, athletes, exercise and performance. That’s why retailers are so excited about jetty. We are finally delivering a hydration brand for everyday consumers, people navigating work, travel, social plans, parenting, late nights, early mornings and everything in between.”
Allison Ellsworth built Poppi’s digital-first brand, which drew more than 3 billion TikTok views, and brings that playbook to jetty as chief brand officer; Stephen Ellsworth, who led R&D and flavor development at Poppi, oversees operations as CEO of the Austin, Texas-based company.