Poppi founders launch new hydration brand Jetty

The husband-and-wife duo behind Poppi is taking on another corner of the beverage industry, launching a new hydration brand after selling their prebiotic soda company to PepsiCo for nearly $2 billion. Allison and Stephen Ellsworth are investing $2.5 million of their own money into Jetty, a new electrolyte beverage brand aimed at everyday consumers in a market dominated by established names like Pepsi's Gatorade and Coca-Cola's Powerade. The launch on Monday comes roughly a year and a half after PepsiCo acquired Poppi for $1.95 billion. Now, the entrepreneurs are betting they can repeat their success by challenging an industry that has traditionally marketed hydration products around athletic performance. "A long time ago, people laughed in my face when I said I wanted to disrupt soda and look at me now.