Poppi founders launch Jetty, an everyday hydration brand

By Nathan Brooks

Allison and Stephen Ellsworth launched Jetty on Monday after selling their better-for-you soda brand, Poppi, to PepsiCo for close to $2 billion last year.

Jetty sells electrolyte powders and ready-to-drink beverages designed for “everyday hydration.” Each serving contains 100 milligrams of sodium, 310 milligrams of potassium, 100 milligrams of magnesium, B vitamins and prebiotics. Each bottle has 6 grams of sugar and 45 calories.

Jetty’s stated frame is “everyday hydration,” as opposed to targeting athletes. The brand also says it wants to avoid a high sodium count and artificial ingredients. Its pitch is the grocery aisle, not the training field.

Allison Ellsworth, chief brand officer and co-founder, said in the release: “Similar to Poppi, the idea behind jetty was born organically in solving a personal health issue that many people experience, but often overlook.”

She added: “Like many Americans, I was suffering from chronic dehydration. I went to the grocery store and noticed every electrolyte drink I found was made for high-performance athletes, high in sodium, and full of artificial ingredients, and there was no brand I related to.”

Jetty is available online through Target and Amazon and nationwide at Whole Foods. Its launch lineup covers five flavors: watermelon, orange mango, fruit punch, black raspberry and white cherry.

Poppi helped pioneer the prebiotic soda movement, which has attracted competitors including Olipop and Slice. Jetty now takes the founders into another fast-growing beverage category: hydration.

What does this change for hydration shoppers?

For shoppers comparing labels, Jetty’s 100 milligrams of sodium per serving is the number to weigh. The brand says it wants to avoid artificial ingredients and positions the line for everyday hydration, rather than athletic performance. It is available through Target and Amazon online, with nationwide Whole Foods availability.

Jetty enters a changing field. More hydration brands are moving away from the bright colors associated with traditional sports drinks while adding new benefits that could reach consumers beyond athletes. Gatorade has reformulated its portfolio without artificial colors and added more electrolytes for enhanced hydration.

The shift extends to Powerade. Powerade has expanded its better-for-you hydration offerings with Power Water, an electrolyte-enhanced water that is flavored but without artificial colors.

A Liquid IV survey found that many consumers already carry water bottles and say hydration is important. Yet most Americans are less hydrated than they believe, and 33% drink less than five glasses of water a day.

Jetty has a clear pitch. Same founders, different liquid. The wager is whether “everyday hydration” can deliver the kind of success Poppi found in prebiotic soda.