Poppi Founders Launch Jetty Hydration Brand

Launch and positioning

The Poppi duo is moving from soda to hydration with Jetty, rolling out both ready to drink bottles and single serve powder packets. Distribution starts in Whole Foods aisles and online at Target and Amazon, a setup designed to meet shoppers where they buy and to boost visibility across the store.

The initial lineup features five flavors in this order: black raspberry, fruit punch, orange mango, watermelon and white cherry. The founders say there are no artificial sweeteners or dyes.

Jetty is aimed at everyday hydration, not only athletes.

The GLP 1 angle

PepsiCo acquired Poppi in 2025 for $1.95 billion, after which Ellsworth stayed on as an advisor but said she no longer handles day to day decisions. Stephen Ellsworth, now Jetty's CEO, noticed she still was not hydrating even after the gym. "I physically struggle getting liquid into my body," she said.

GLP 1 drugs such as Ozempic and Mounjaro can reduce thirst. Staying hydrated can help ease side effects like nausea and headaches. EY Parthenon's third annual survey, which included more than 3,600 current or former GLP 1 users, found that roughly 44 percent reported drinking more functional beverages.

A crowded field, shifting formats

Jetty walks into a ring dominated by PepsiCo's Gatorade, which holds about 60 percent U.S. share according to Numerator. Traditional sports drinks were pitched to athletes, even as many consumers drink them daily, and Jetty targets those who want a hydration boost with less sugar and a lighter electrolyte load.

For comparison, a 20 ounce Gatorade Thirst Quencher contains roughly 270 milligrams of sodium, 80 milligrams of potassium and 34 grams of sugar. Gatorade is phasing out artificial colors and promoting lower sugar versions. In April, Pepsi unveiled a Gatorade overhaul to appeal to more occasions, including a "fresh morning start" or an "afternoon walk."

Hydration is growing. According to SPINS, revenue for hydration and electrolyte products rose 20 percent to $2.6 billion in the 52 weeks ended Oct. 4, with a 62 percent repeat buyer rate. The number of new items doing at least $10,000 in annual sales climbed 41 percent over the last two years.

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Big food and beverage players are piling in. Kraft Heinz rolled out Capri Sun pouches and Kool Aid packets with electrolytes this spring, and Electrolit was a top performer for distributor Keurig Dr Pepper with 40 percent retail sales growth in the third quarter.

Formats are shifting. Ellsworth said single use electrolyte mixes are growing faster than ready to drink, pointing to Unilever's Liquid I.V. and upstarts like LMNT. She said powders on Amazon alone are a $1 billion category.

Meanwhile, unit sales of sports drinks fell 9.1 percent from 2022 to 2026, per Numerator. Coca Cola recorded a write-down on BodyArmor of more than $1.7 billion after taking control for $5.6 billion in late 2021. "Me and my husband know how to do RTD," she said.

Money, rivals and what to watch

Poppi's new owner is aware of Jetty and the market it is targeting, and Ellsworth is openly skeptical of big brand tweaks. "I don't think [Pepsi] gets it, but what they do get is that the movement is changing, and they think that just by taking dyes out or doing 90% less sugar, they're going to capture this audience," she said. She added that Pepsi has missed with Gen Z advertising across its portfolio, pointing to Starry.

Under PepsiCo, Poppi's earnout math shifted. Pepsi had pledged another $300 million, contingent on Poppi meeting set milestones no later than Q3 2027. The Ellsworths declined to comment.

The Jetty team says it is applying lessons from Poppi. Three different claims lawyers vetted Jetty's packaging, after Poppi paid $8.9 million to settle class action litigation over "gut healthy" claims. A lemon lime flavor is already in the works. "We'll eventually do it," Ellsworth said. "But it was really important at the beginning just to stick to flavors that we love, for it to taste good."

Funding stays simple for now. Jetty is entirely self funded with $2.5 million. The brand expects to raise money in 2027, with a tilt toward investors who bring access and talent.

"I want to bring in investors that bring value," Ellsworth said, adding they would rather consider a $1 million check from someone who can connect celebrities than a $15 million check from a traditional venture capitalist. The competitive task ahead is crowded shelf space and what the industry calls share of throat.

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