Allison and Stephen Ellsworth, the husband and wife team behind Poppi, are back with a new drink brand called Jetty, and it goes on sale from Monday, November 9, 2026. Jetty is an everyday hydration drink sold in ready to drink bottles and ready to mix powder packets, with five flavors at launch and a retail price of 2.49 dollars a bottle. The launch is their first new brand since PepsiCo bought Poppi for 1.95 billion dollars in 2025, and it puts them in direct competition with their former buyer, because PepsiCo also owns Gatorade, the biggest name in sports drinks.
Quick Facts
| Detail | Fact |
|---|---|
| Brand | Jetty |
| Founders | Allison and Stephen Ellsworth |
| Launch date | Monday, November 9, 2026 |
| Where to buy | Whole Foods stores, plus Target and Amazon online |
| Bottle price | 2.49 dollars |
| Flavors at launch | Watermelon, orange mango, fruit punch, black raspberry and white cherry |
| Formats | Ready to drink bottles and ready to mix powder packets |
| Sodium per serving | 100 milligrams |
| Potassium per serving | 310 milligrams |
| Magnesium per serving | 100 milligrams |
| Sugar per serving | 6 grams |
| Calories per serving | 45 |
| Funding | 2.5 million dollars, entirely self funded |
| Allison Ellsworth role | Chief brand officer |
| Main rival | Gatorade, owned by PepsiCo |
| Gatorade market share | About 60 to 61 percent of the United States sports drink market |
| Hydration category sales | 2.6 billion dollars, up 20 percent over 52 weeks ended October 4 |
| First reported by | CNBC, on November 8, 2026 |
Who Is Behind Jetty
Allison and Stephen Ellsworth built Poppi from a small homemade soda idea into one of the best known drink brands in the United States, then sold it to PepsiCo for 1.95 billion dollars in 2025. Jetty is their next move, and it is their first new brand since the Poppi sale.
Allison Ellsworth is Jetty chief brand officer, which means she leads the brand, the story and the way the product talks to customers. Stephen Ellsworth works beside her, just as he did at Poppi. The pair have said the idea for Jetty came from a personal problem. Allison Ellsworth has said she struggled to stay hydrated, including after she started GLP-1 medication and lost weight, and that experience pushed her to look for a drink that fit everyday life better.
The venture is entirely self funded with 2.5 million dollars. The Ellsworths are starting lean, testing the product with real shoppers, and keeping control of the brand in its early months. Allison Ellsworth said the company will likely raise outside capital in 2027, once Jetty has sales results to show investors.
What Jetty Is and What Is Inside the Bottle
Jetty is positioned as an everyday hydration drink, not a sports drink. That difference matters, because it shapes who the drink is for and how it is meant to be used. Sports drinks were built for athletes sweating through long training sessions, so they often carry high sugar and high electrolyte levels. Jetty is aimed at ordinary people who want electrolytes through the day, without the heavy sugar load that comes with many traditional sports drinks.
Each 15.2 ounce bottle or 15 gram packet contains 100 milligrams of sodium, 310 milligrams of potassium and 100 milligrams of magnesium, plus B vitamins, 3 grams of fiber and 6 grams of sugar, with 45 calories and no artificial sweeteners or dyes. The numbers tell the story in a simple way. The sugar is low, the calories are low, and the electrolyte levels are moderate rather than extreme.
Jetty launches with five flavors: watermelon, orange mango, fruit punch, black raspberry and white cherry. It comes in two formats. The ready to drink bottles are for people who want to grab a drink and go, while the ready to mix powder packets are for people who want to keep hydration in a bag, a desk drawer or a gym kit and mix it with water when they need it.
The low sugar recipe is the clearest link back to Poppi, which won fans by rebuilding a familiar sweet drink with less sugar. Jetty does the same thing for hydration, offering a lighter, everyday option for people who would never buy a sports drink but still want something better than plain water.
Where and When to Buy Jetty
Jetty goes on sale from Monday, November 9, 2026. Shoppers can find it at Whole Foods grocery stores, and online at Target and Amazon. That launch mix is a careful one. Whole Foods puts the drink in front of shoppers who already pay attention to ingredients and labels, and who are willing to try a new brand at 2.49 dollars a bottle. Target and Amazon give it national reach from day one, without the need to win shelf space in every supermarket in the country at once.
The price point is important. At 2.49 dollars a bottle, Jetty sits in the premium drink range, but it is not priced so high that a curious shopper will walk past it. It is the kind of price that invites a first try, and the founders will be hoping that first try turns into a repeat purchase. Repeat buying is the real test for any new drink, because a launch can win attention for a week, while only steady repeat sales build a lasting brand.
Why the Ellsworths Are Taking On Gatorade
The launch puts the Ellsworths in direct competition with PepsiCo, the company that bought Poppi from them. PepsiCo owns Gatorade, and Gatorade holds about 60 to 61 percent of the United States sports drink market, according to Numerator data. That is a huge share, and it shows how hard the market is to enter. Gatorade has decades of sports deals, shelf space and brand recognition behind it, and any new rival starts a long way behind.
But the Ellsworths are not trying to beat Gatorade at its own game. They are trying to change the game. Gatorade was built for athletes, and PepsiCo revamped Gatorade in April to attract consumers beyond traditional athletes. That revamp shows that even the market leader sees the same shift the Ellsworths see: more people want hydration, but fewer of them see themselves as athletes. Jetty is aimed squarely at that wider group, the everyday drinkers who want electrolytes without the sugar and salt levels of a drink built for a football field.
There is also a personal edge to this story. In an October regulatory filing, PepsiCo estimated the fair value of potential performance based payments owed to Poppi former owners at 12 million dollars. For the Ellsworths, Jetty is a chance to prove that Poppi was not a one off success.
The wider business world is watching big deals closely at the moment, from the OpenAI funding round to the Anthropic IPO plans, and a founder led launch like Jetty fits that mood.
A Fast Growing Hydration Market
Jetty is entering a market that is growing fast. The wider hydration and electrolyte category saw dollar sales climb 20 percent to 2.6 billion dollars over the 52 weeks ended October 4, according to SPINS, with a 62 percent repeat buyer rate. That repeat rate means nearly two out of three buyers come back for more.
The global picture is even bigger. The global electrolytes drink market is estimated to reach 53.1 billion dollars by 2030, up from 40.4 billion dollars in 2024, and Jetty is built to ride that growth.
The category is crowded, though, and growth alone does not guarantee success. Big drinks companies, small startups and celebrity backed brands are all chasing the same shoppers. What sets Jetty apart at launch is the founders track record. Retailers know the Ellsworths can build a brand that sells, and shoppers who liked Poppi may give Jetty a try on the strength of the name alone.
The stakes are high, as the Apple tax case shows, and drinks are no different. A brand that wins even a small share of a 2.6 billion dollar category is worth a great deal, and a brand that grows into a global market worth more than 50 billion dollars is worth far more.
What Comes Next for Jetty
The first test for Jetty is simple: will shoppers buy a second bottle. Launch week attention is useful, but it fades fast. The brand needs strong early sales at Whole Foods, Target and Amazon, and it needs reviews and word of mouth that bring new buyers in after the first wave of curiosity passes.
The second test is funding. Allison Ellsworth said the company will likely raise outside capital in 2027, and that raise will be much easier if Jetty can show real sales, real repeat rates and real distribution growth.
The third test is competition. Gatorade will not stand still, and PepsiCo has the money and the distribution to respond fast if Jetty starts to win shelf space. Jetty will need to keep its story clear: everyday hydration, low sugar, no artificial sweeteners or dyes, and a price that feels fair. If that message stays sharp, and the drink tastes good enough to earn repeat buys, Jetty has a real chance to grow into more than a footnote to the Poppi story.
FAQs
When does Jetty go on sale?
Jetty goes on sale from Monday, November 9, 2026, at Whole Foods grocery stores and online at Target and Amazon.
Who founded Jetty?
Jetty was founded by Allison and Stephen Ellsworth, the husband and wife team who founded Poppi. Allison Ellsworth is Jetty chief brand officer.
How much does Jetty cost?
Bottles retail for 2.49 dollars. Jetty also comes as ready to mix electrolyte powder packets.
Is Jetty a sports drink?
No. Jetty is positioned as an everyday hydration drink, not a sports drink. It targets people who want electrolytes without the high sugar and high electrolyte levels of traditional sports drinks.
Sources
Final Thoughts
Jetty is a bold second act from founders who have already built and sold one famous drink brand. The product is simple, the price is fair, and the market is growing fast, with shoppers coming back for more at a rate most new brands would envy. The hard part starts now, because Gatorade holds most of the market and PepsiCo has the scale to fight back. But the Ellsworths are targeting everyday drinkers, not athletes. If Jetty can turn launch curiosity into repeat buying, this small self funded brand could grow into a serious rival.
