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Poppi founders launch hydration brand Jetty to challenge Gatorade

Poppi founders Allison and Stephen Ellsworth launch hydration brand Jetty at Whole Foods, Target, and Amazon to challenge Gatorade.

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Jetty, a new hydration 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 normal people, distinguishing itself from traditional sports drinks like Gatorade, which PepsiCo owns and which holds roughly 60% market share.

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Poppi founders launch hydration brand Jetty to challenge Gatorade

Allison and Stephen Ellsworth, the founders of the probiotic soda brand Poppi, are launching a new venture called Jetty to enter the hydration market. The new brand will sell bottled drinks and ready-to-mix electrolyte powders starting Monday at retailers including Whole Foods, Target, and Amazon. Jetty is launching with five distinct flavors and aims to disrupt the category dominated by PepsiCo's Gatorade. This move signals the founders' intent to expand their portfolio beyond soda into the broader sports nutrition sector.

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