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Allison Ellsworth Is Ready to Disrupt Water
The Cut • • business
Key Points:
- Allison Ellsworth, co-founder of Poppi, is launching a new electrolyte drink brand called Jetty, aiming to disrupt the hydration market with a healthier alternative to sugary options like Gatorade and Liquid I.V.
- Jetty is debuting in Whole Foods and online retailers such as Target and Amazon, with early feedback on packaging mixed, but Ellsworth is confident the taste will win consumers over, supported by interest from investors like Emma Grede.
- Ellsworth and her husband Stephen have a strong business partnership, with Stephen managing operations and supply chain while Allison focuses on branding; their previous venture, Poppi, was sold to PepsiCo for nearly $2 billion.
- After selling Poppi, Ellsworth experienced a period of depression but quickly embraced the Jetty project, maintaining a high-profile lifestyle and focusing on personal wellness, including significant weight loss and cosmetic procedures.
- Despite reports of Poppi’s sales challenges post-acquisition, Ellsworth remains optimistic, attributing issues to typical growth phases and affirming consumer love for the brand.
