Poppi founders launch Jetty to take on Gatorade
The founders of Poppi are entering the hydration market with their new brand, Jetty, which will be sold at major retailers like Whole Foods and Target. The brand aims to compete with PepsiCo's Gatorade by targeting everyday consumers rather than just athletes.
Why it matters
Highlights a direct competitive challenge to a dominant market incumbent in the beverage industry.
After disrupting the soda category with Poppi, founders Allison and Stephen Ellsworth are now taking aim at hydration with their new brand, Jetty.
Starting Monday, Jetty drinks and ready-to-mix electrolyte packets will be on shelves at Whole Foods grocery stores and available online at Target and Amazon .
The new, self-funded venture directly pits the Ellsworths against PepsiCo , which bought Poppi for $1.95 billion in 2025. Pepsi owns Gatorade, which dominates the U.S. sports drink category with about 60% market share, according to Numerator data.
Poppi shook up the soda category with prebiotic fiber, low calorie and sugar counts and its fun marketing aimed at Generation Z and millennials. Jetty looks to upend the hydration category through a similar strategy. To do so, it will face off not only against Gatorade but also a swarm of other upstarts looking to get in on the electrolyte-fueled trend.
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