Poppi founder launches hydration startup Jetty

Key Points:

• Allison Ellsworth launched Jetty, a hydration beverage company, after selling her first company Poppi to PepsiCo for nearly $2 billion; Jetty offers electrolyte drinks aimed at everyday consumers rather than athletes.
• Jetty's products contain less sodium and sugar than typical sports drinks and are marketed as a natural, flavorful alternative to plain water, targeting health-conscious consumers and Gen Z.
• The brand is launching online at Target and Amazon and in Whole Foods stores nationwide, benefiting from Ellsworth's previous experience and existing startup capital to accelerate growth without immediate external funding.
• Despite a crowded beverage market where hydration drinks represent a small niche, Ellsworth sees opportunity due to shifting consumer preferences toward functional beverages and wellness-oriented products.
• Learning from Poppi's challenges, including a $9.8 million lawsuit over health claims, Jetty's branding avoids making explicit health claims to reduce legal risks, while focusing on strong hiring and creative brand-building strategies.