Poppi Creators Launch Jetty to Take on Electrolyte Drinks

WHO:

NBC News Health - Poppi founder Allison Ellsworth launched Jetty, a hydration brand selling drinks and powders.

Fox Business - Allison and Stephen Ellsworth, the husband-and-wife team behind Poppi, are launching Jetty. Allison Ellsworth will oversee branding and marketing; Stephen Ellsworth will serve as CEO and manage operations, finances, and product development.

Fox Business - Beverage industry veteran Paul Beaupre, who spent more than 25 years at Coca-Cola, now invests in and advises emerging beverage companies.

WHAT:

Fox Business - The Ellsworths are investing $2.5 million of their own money in Jetty, an electrolyte beverage brand aimed at everyday consumers.

Fox Business - Jetty is entering a category the founders describe as a $13 billion sports and performance drink market, dominated by brands including Pepsi’s Gatorade and Coca-Cola’s Powerade.

Fox Business - Each ready-to-drink bottle contains 100 milligrams of sodium, 310 milligrams of potassium, 100 milligrams of magnesium, B vitamins, prebiotics, 6 grams of sugar, and 45 calories. The drinks contain no artificial colors, dyes, or sweeteners.

Fox Business - Jetty launched with five flavors in bottled beverages and ready-to-mix powders. Products are available nationwide at Whole Foods Market and online through Target and Amazon.

Fox Business - Poppi was sold to PepsiCo for $1.95 billion. According to the company, Poppi generated more than 3 billion TikTok views.

Fox Business - Beaupre estimated that roughly 85% of traditional sports-drink consumption historically occurred outside “points of sweat.”

Fox Business - Allison Ellsworth said Jetty had attracted thousands of followers and prospective customers through its digital channels.

WHERE:

Fox Business - Jetty products are available nationwide at Whole Foods Market and online through Target and Amazon.

WHY:

Fox Business - Ellsworth said her experience with dehydration and frustration with electrolyte products containing more sodium than she wanted for everyday use inspired Jetty. She said, “I didn't run a marathon this morning. I don't need a thousand milligrams of sodium in my body right now.”

Fox Business - Jetty targets working parents, young professionals, and people seeking hydration throughout the day, rather than marketing exclusively around athletic performance.

HOW:

NBC News Health - Ellsworth gave NBC Selected a behind-the-scenes look at building Jetty.

Fox Business - The Ellsworths are applying a digital-first strategy similar to Poppi’s, with social media playing a central role in Jetty’s marketing.

Fox Business - Allison Ellsworth said, “You gotta start small. You gotta get the brand awareness out there. Don't grow too big, too quick. And just let the flavor and the brand speak for itself.”

Fox Business - Beaupre said competing brands need appealing flavors, distinctive branding, sufficient capital, strong distribution, and “a little bit of luck.” He cited Liquid Death, Celsius, and Liquid I.V. as brands that stood out in crowded categories.

(UPDATED November 9, 2026 19:09 UTC)

Poppi co-founder Allison Ellsworth and her husband launched Jetty, a new hydration brand. They’re investing $2.5 million in drinks and powders for everyday hydration, not just athletes. Jetty’s five flavors are available nationwide at Whole Foods and through Target and Amazon.