Allison and Stephen Ellsworth are launching Jetty, an everyday-hydration brand taking on Gatorade, CNBC reports. That puts them up against PepsiCo, which bought their soda brand Poppi for $1.95 billion in 2025. The drinks aisle has a sense of irony. Source
The planned rollout includes bottled drinks and ready-to-mix electrolyte packets on Whole Foods shelves, with online sales through Target and Amazon, according to CNBC. Jetty is entirely self-funded with $2.5 million. Allison Ellsworth told the outlet that the company will likely raise outside money in 2027. Source
Hydration without the medal
Jetty’s pitch is everyday drinking rather than replenishing after intense exercise. Allison, the brand’s chief brand officer, identified millennial moms and Gen Z as its intended core audience. Stephen is the company’s CEO. Source
“Like I woke up this morning, I didn’t run a marathon,” Allison told CNBC. Source
The reported launch lineup includes watermelon, orange mango, fruit punch, black raspberry and white cherry. CNBC reports that each 15.2-ounce bottle or 15-gram packet contains electrolytes, B vitamins, 3 grams of fiber and 6 grams of sugar. The founders say the products contain no artificial sweeteners or dyes. Source
Gatorade also knows about walking
Jetty is entering a growing category, but hardly an empty one. CNBC, citing SPINS data, reports that dollar sales of hydration and electrolyte products rose 20% to $2.6 billion over the 52 weeks ended Oct. 4. Separately, Gatorade holds about 60% of the U.S. sports-drink market, according to Numerator data cited by CNBC. Source
PepsiCo is already courting the casual drinkers Jetty wants. CNBC reports that it has broadened Gatorade’s marketing beyond athletic exertion to occasions such as an afternoon walk, while also promoting lower-sugar versions. Source
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