The founders of Poppi, Allison and Stephen Ellsworth, are launching a new hydration brand called Jetty. Starting Monday, Jetty drinks and ready-to-mix electrolyte packets will be sold at Whole Foods and online at Target and Amazon, according to CNBC.
The venture is self-funded. It competes directly with PepsiCo, which bought Poppi for $1.95 billion in 2025. Pepsi owns Gatorade, which holds about 60% of the U.S. sports drink category, according to Numerator data.
Allison Ellsworth, Jetty's chief brand officer, told CNBC that Jetty targets everyday hydration rather than athletic recovery. "No one has really created a product for just everyday hydration," she said. Jetty contains less sugar and fewer electrolytes than a traditional sports drink. Each flavor contains 100 milligrams of sodium, 310 milligrams of potassium and 100 milligrams of magnesium, plus B vitamins, 3 grams of fiber and 6 grams of sugar. The company says it uses no artificial sweeteners or dyes.
Ellsworth said she began using a GLP-1 medication and has lost 60 pounds. Her husband, Stephen, who is now Jetty's CEO, noticed she was not drinking enough fluids. CNBC reports that GLP-1 medications can reduce thirst, and that staying hydrated may help with side effects such as nausea and headaches. A survey by EY-Parthenon of more than 3,600 current or former GLP-1 users found that about 44% reported drinking more functional beverages.
Industry data cited by CNBC shows dollar sales of hydration and electrolyte products rose 20% to $2.6 billion over the 52 weeks ended Oct. 4, according to SPINS. Unit sales of sports drinks fell 9.1% from 2022 to 2026, according to Numerator data.
Jetty will launch with five flavors: watermelon, orange mango, fruit punch, black raspberry and white cherry. It will be sold as both bottles and powder packets.