Poppi Founders Launch Jetty Hydration Brand to Compete with Gatorade
Poppi founders Allison and Stephen Ellsworth have launched Jetty, a new hydration brand offering bottled drinks and electrolyte powders. The venture aims to disrupt the sports drink category by targeting 'everyday hydration' for Gen Z and millennial consumers, rather than high-performance athletes. The product line is debuting at Whole Foods, Target, and Amazon. The launch positions the Ellsworths in direct competition with PepsiCo (PEP) and its market-leading Gatorade brand. Jetty’s strategy also leans into a growing consumer trend driven by GLP-1 medication users, who often require functional beverages to manage hydration levels. While currently self-funded with $2.5 million, the company plans to seek outside capital in 2027.
Topics: Brand Competition Consumer Goods Hydration Market New Product Launch
Part of the story Poppi Founders Launch Electrolyte Brand Jetty Following $1.95 Billion Sale (2 articles)