Poppi founders launch Jetty to take on Gatorade

Key Points:

• Founders Allison and Stephen Ellsworth, after selling their soda brand Poppi to PepsiCo, have launched Jetty, a new hydration-focused beverage brand targeting everyday hydration needs rather than intense athletic performance.
• Jetty products, including drinks and ready-to-mix electrolyte packets, will be available at Whole Foods, Target, and Amazon, aiming to compete with Gatorade and other electrolyte brands by offering lower sugar, balanced electrolytes, and appealing flavors without artificial sweeteners or dyes.
• The brand is inspired by Allison Ellsworth’s personal experience with GLP-1 medication, which reduces thirst, highlighting the need for flavorful hydration options for people not engaging in intense exercise but requiring electrolyte replenishment.
• Jetty targets millennial moms and Gen Z consumers who are less attracted to traditional sports drink brands, leveraging lessons learned from Poppi’s challenges, including legal issues and marketing missteps under PepsiCo’s ownership.
• The hydration market is growing rapidly, with increased consumer interest and new product entries, but Jetty aims to differentiate itself through product quality, strategic investor partnerships, and a focus on everyday hydration rather than sports performance.