Jetty, a new beverage brand founded by Allison and Stephen Ellsworth, is set to launch its product line on Monday, aiming to carve out a niche in the hydration market. Following their success with Poppi, which was acquired by PepsiCo for $1.95 billion in 2025, the couple is now focusing on everyday hydration solutions. Jetty will offer five flavored drinks and ready-to-mix electrolyte packets, available at Whole Foods and online through Target and Amazon.
The brand is positioned to compete directly with established players like Gatorade, which holds a dominant 60% market share of the U.S. sports drink sector. Unlike traditional sports drinks that often target athletes, Jetty is designed for general consumers seeking a hydration boost without excessive electrolytes or sugars. Allison Ellsworth emphasized the need for products tailored for "normal people" rather than just athletes.
This new venture comes on the heels of personal health changes for Allison, who, after starting a GLP-1 medication, recognized a gap in the market for flavorful hydration options. Market analyses indicate a growing consumer interest in hydration, with dollar sales of such products rising 20% to $2.6 billion over the past year. The couple aims to resonate particularly with millennial mothers and Gen Z customers, who often feel disconnected from legacy brands like Gatorade and Powerade.
Jetty will debut with flavors such as watermelon and orange mango, incorporating beneficial nutrients without artificial sweeteners. Facing competition from other beverage companies also venturing into the hydration sector, Jetty’s founders are optimistic about their strategic approach and understanding of market dynamics, looking to secure a foothold before larger corporates can adapt.
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