Allison and Stephen Ellsworth, the founders of prebiotic soda brand Poppi, are launching Jetty, a hydration startup that will compete with PepsiCo’s Gatorade. The U.S. launch is set for Monday, Nov. 9, roughly 18 months after PepsiCo completed its $1.95 billion acquisition of Poppi.
Jetty will sell bottled drinks and powdered electrolyte mixes. The products are set to debut at Whole Foods stores and online through Target and Amazon, Target plans to stock Jetty in its physical stores in January, according to Inc.
Jetty targets everyday hydration
The Ellsworths are putting $2.5 million of their own money into the venture, according to Entrepreneur. They are positioning Jetty as a drink for everyday routines, giving shoppers a reason to reach for an electrolyte drink outside of workouts and sporting events.
That puts Jetty in competition with the company that bought the couple’s previous brand. Gatorade accounts for about 60% of the U.S. sports drink market, CNBC reported, citing consumer research firm Numerator.
PepsiCo completed the Poppi acquisition in May 2025. The announced $1.95 billion deal included $300 million in anticipated cash tax benefits, bringing the net purchase price to $1.65 billion. The agreement also included a potential additional payment tied to Poppi’s performance*’
