When PepsiCo acquired Poppi for US$1.95 billion in May 2025, Allison and Stephen Ellsworth could have been forgiven for taking some time off. Instead, the husband-and-wife team behind the prebiotic soda brand set about trying to do it all over again.

Their new venture, Jetty, is taking aim at the US$13 billion sports and performance drink category by focusing on everyday hydration, rather than products for elite athletes. The question is whether the pair can make lightning strike twice – and if the tactics that worked before still apply.

Like Poppi, the idea for Jetty emerged from Allison’s own health concerns. While Poppi was inspired by her struggles with chronic stomach issues, Jetty was born out of her frustration with finding an electrolyte drink suitable for everyday hydration.

“She was either drinking Liquid IV or LMNT, but ended up only being able to drink a portion of those sticks because there was so much sodium in those sticks that it was making her bloated or upset her stomach,” Stephen Ellsworth, Jetty’s CEO, told Inside Retail.

Traditionally, he explained, electrolyte drinks have been marketed to high-performance athletes looking to stay hydrated during or after exercise. But what about ordinary consumers trying to stay hydrated while commuting, studying, parenting or simply going about their day?

“That was really the ‘aha’ moment for us to say, ‘Hey, are consumers actually consuming a hydrating product daily?’ Okay, now let’s make them a product that is actually good for them.”

Ellsworth also pointed to the high sodium content of many existing electrolyte drinks, along with ingredients such as artificial dyes and sweeteners.

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