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Poppi founders launch new hydration brand Jetty
Fox Business • • general
Key Points:
- Allison and Stephen Ellsworth, founders of Poppi, are launching Jetty, a new electrolyte beverage brand aimed at everyday consumers, investing $2.5 million of their own money after selling Poppi to PepsiCo for nearly $2 billion.
- Jetty targets the $13 billion sports and performance drink market with a focus on hydration for daily use rather than athletic performance, offering lower sodium content and natural ingredients across bottled and powdered products.
- The brand debuts with five flavors available nationwide at Whole Foods, Target, and Amazon, leveraging a digital-first marketing strategy similar to Poppi’s, which gained significant traction through social media platforms like TikTok.
- Industry experts note the challenge for new beverage brands to compete with established giants like Gatorade and Powerade, emphasizing the need for distinctive branding, appealing flavors, capital, and distribution to succeed.
- The Ellsworths aim to build Jetty’s brand awareness gradually, relying on product quality and strong social media engagement to attract and retain customers in a crowded and competitive market.
