The creators of Poppi, whose sale to PepsiCo totaled $1.95 billion, have introduced a new hydration-focused brand called Jetty. This venture targets a segment they argue has been ignored by the sports-drink industry. The product launches on November 9 at Whole Foods Market, Amazon, and Target, with bottles priced at $2.49 each. Unlike most hydration drinks, Jetty is intended for daily consumption rather than high-intensity athletic use. Its formulation includes lower sodium levels and added nutrients such as potassium, magnesium, and prebiotics.
Each 16-ounce bottle contains 310 mg of potassium, 100 mg of magnesium, B vitamins, and prebiotics, alongside only 6 grams of sugar and 45 calories. Sodium is kept under 100 mg per serving, a fraction of the amounts found in many sports drinks. The brand will offer both ready-to-drink bottles and powder mixes, broadening its appeal beyond the traditional sports-drink consumer.
The hydration market is currently led by Gatorade, which controls 61.1% of U.S. market share. The global electrolytes market is expected to grow to $53.1 billion by 2030, up from $40.4 billion in 2024. Founder Allison Ellsworth observed that existing hydration products cater primarily to athletes or those dealing with severe dehydration, leaving a gap for everyday hydration needs. She stated, “I was always really struggling with hydrating or getting water in my body,” citing her own experience after losing 60 pounds through GLP-1 medication. Ellsworth added, “If I’ve been sitting at my desk all day, I don’t need that,” referring to high sodium levels in typical hydration drinks.
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Ellsworth worked with research and development specialists from the Poppi team to refine Jetty’s formula, ensuring it aligns with current wellness trends while avoiding the stagnation she perceives in the sports-drink category. The brand’s launch is being self-funded with $2.5 million, with plans to seek additional investment in the future. Unlike Poppi, which began in her kitchen, Jetty represents a more scaled operation, though Ellsworth remains deeply involved, including a planned YouTube series documenting the brand’s development.
Jetty’s marketing approach follows the influencer-driven strategy that worked for Poppi, with hydration kits distributed to key content creators. Ellsworth has also made retail partnership discussions transparent by filming pitch meetings, a tactic she believes will set the brand apart. She noted, “Long-form content is really difficult to do, so I think that’s going to give us an advantage to really ramp up but also give people insights.”
