Poppi founders launch Jetty electrolyte drink brand with $2.5 million of their own money

Allison and Stephen Ellsworth, the founders of Poppi, have launched Jetty, a new electrolyte beverage brand, foxbusiness.com reports. The couple is investing $2.5 million of their own money in the company. The launch took place on Monday, roughly a year and a half after PepsiCo acquired Poppi for $1.95 billion. foxbusiness.comfoxbusiness.comfoxbusiness.comOpen source ↗

Jetty is aimed at everyday consumers, including working parents and young professionals. The founders describe its category as a $13 billion sports and performance drink market, where established brands include PepsiCo's Gatorade and Coca-Cola's Powerade.

Composition and sales

The idea came from Allison Ellsworth's own experience with dehydration and her frustration with electrolyte products containing more sodium than she wanted for everyday use. "I didn't run a marathon this morning. I don't need a thousand milligrams of sodium in my body right now," she said.

According to the company, each ready-to-drink bottle contains 100 milligrams of sodium, 310 milligrams of potassium and 100 milligrams of magnesium. It also has B vitamins, prebiotics, 6 grams of sugar and 45 calories, and is made without artificial colors, dyes or sweeteners. foxbusiness.comfoxbusiness.comfoxbusiness.comOpen source ↗

The brand launches with five flavors: Fruit Punch, Black Raspberry, White Cherry, Watermelon and Orange Mango. They are offered as bottled beverages and ready-to-mix powders, available nationwide at Whole Foods Market and online through Target and Amazon.

Competition and strategy

Paul Beaupre, who spent more than 25 years at Coca-Cola and now invests in and advises emerging beverage companies, said the opportunity to market hydration beyond athletic performance has existed for decades. He estimated that roughly 85% of traditional sports drink consumption historically occurred outside what the industry calls "points of sweat."

Beaupre cautioned that spotting an opportunity does not guarantee success. In his words, a beverage brand usually needs four or five things and a little luck. He listed appealing flavors, distinctive branding, sufficient capital and strong distribution, and named Liquid Death, Celsius and Liquid I.V. as brands that stood out in crowded categories. foxbusiness.comfoxbusiness.comfoxbusiness.comOpen source ↗

The Ellsworths plan to apply the digital-first approach used for Poppi, which, according to the company, generated more than 3 billion TikTok views. Allison Ellsworth will oversee branding and marketing. Stephen Ellsworth will be CEO, managing operations, finances and product development. She said the company has already attracted thousands of followers through its digital channels.