Allison and Stephen Ellsworth are wasting no time returning to the beverage aisle. After netting nearly two billion dollars from the sale of their prebiotic soda empire, Poppi, to PepsiCo, the husband-and-wife duo have officially launched Jetty. With a personal investment of two and a half million dollars, the pair is setting its sights on the thirteen billion dollar hydration market, aiming to carve out a space between high-intensity sports drinks and basic bottled water.
The inspiration for Jetty came from Allison Ellsworth’s own frustration with existing electrolyte options. She noted that many leading products are formulated for marathon runners and elite athletes, often packing far more sodium than someone simply trying to get through a workday needs. By reducing sodium levels and adding prebiotics and B vitamins, Jetty positions itself as a lifestyle beverage for working parents and young professionals rather than just those hitting the gym.
Launching with five distinct flavors including Black Raspberry and Orange Mango, the brand is skipping the slow build by securing immediate national availability via Whole Foods, Target, and Amazon. To drive growth, the couple plans to lean heavily into the digital playbook that made Poppi a viral sensation on TikTok. While Allison handles the creative branding and marketing side of the business, Stephen will step in as CEO to manage operations and finance.
Industry experts suggest that while there is plenty of room for hydration products designed for non-athletic use, the road ahead remains steep. Veteran advisor Paul Beaupre notes that most sports drinks are already consumed outside of actual workouts, meaning Jetty isn’t creating a new habit so much as fighting for a share of an existing one. Competing against giants like Gatorade requires more than just a good formula; it takes immense capital and flawless distribution to survive. Undeterred by the odds or previous skeptics, Allison Ellsworth says she welcomes any doubt, suggesting that critics should simply check back in five years.
