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business

Poppi founders are going after PepsiCo's Gatorade with new beverage startup Jetty

Poppi founders launch Jetty to compete with PepsiCo's Gatorade in the hydration market

Updated 1 min read

Published by Agyata NewsroomEditorial policyCorrections

Key points

  • Jetty launches Monday with five flavors at Whole Foods, Target, and Amazon
  • Founders Allison and Stephen Ellsworth created Jetty after selling Poppi to PepsiCo
  • The brand targets GLP-1 users who struggle with thirst despite needing hydration

Why it matters. This launch capitalizes on rising demand for functional beverages among GLP-1 users and younger generations seeking alternatives to legacy sports drink brands.

Updated Sources: CNBC, Wikipedia: Poppi, Wikipedia: PepsiCo

Jetty, a new beverage brand founded by Allison and Stephen Ellsworth, launches Monday with five flavors at Whole Foods, Target, and Amazon. The self-funded venture targets everyday hydration for millennial moms and Gen Z users, specifically addressing the reduced thirst caused by GLP-1 medications. While the founders previously built Poppi, which PepsiCo acquired for $1.95 billion in 2025, Jetty aims to capture the growing electrolyte market without the high sugar levels of traditional sports drinks.

Latest updates

Poppi founders are going after PepsiCo's Gatorade with new beverage startup Jetty

Allison and Stephen Ellsworth, the creators of Poppi, are introducing Jetty, a hydration company offering bottled beverages and powders at Whole Foods, Target, and Amazon. The new brand debuts with five flavors and includes ready-to-mix electrolyte packets available starting Monday. This self-funded initiative positions the Ellsworths to compete directly with PepsiCo, which acquired Poppi for $1.95 billion in 2025. PepsiCo owns Gatorade, a market leader holding approximately 60 percent of the U.S. sports drink sector according to Numerator data. Jetty intends to disrupt the hydration space using a strategy similar to Poppi's approach with prebiotic fiber and targeted marketing.

CNBCWikipedia: PoppiWikipedia: PepsiCo

Sources

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