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Poppi founder Allison Ellsworth on launching Jetty, a new hydration brand

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Poppi founder Allison Ellsworth on launching Jetty, a new hydration brand

Following their sale of better-for-you soda brand Poppi to PepsiCo for $1.95 billion last year, co-founders Allison and Stephen Ellsworth are back with another beverage.

This time, the wife-and-husband team is launching Jetty, marking their first foray into the noisy hydration category. According to Ellsworth, Jetty’s formulation aligns more with today’s wellness needs than the historically sports-centric hydration category. The formula, available in multiple flavors, will come in ready-to-drink bottles and ready-to-mix powders. Jetty launches on November 9 at Whole Foods Market, on Amazon and online at Target, with bottles retailing for $2.49.

The hydration market is currently dominated by large players, with PepsiCo’s Gatorade accounting for 61.1% of the U.S. market share. The global electrolytes drink market is estimated to hit $53.1 billion by 2030, up from $40.4 billion in 2024.

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