After PepsiCo’s $1.95 billion Poppi deal, Ellsworth launches Jetty

By Grace Kim

Fast Company reported that PepsiCo acquired Allison Ellsworth’s prebiotic soda brand, Poppi, for $1.95 billion 18 months ago. On Nov. 9, Ellsworth unveiled Jetty—a line of sports and performance drinks and powders—at Target, Amazon, Whole Foods and Sprouts Market, after weeks of teasing followers on social media.

The launch includes five flavors across ready-to-mix electrolyte powders and bottles. Ellsworth is trying to carve space in the multibillion-dollar sports and performance drinks category by not catering to athletes, according to Fast Company.

What does Jetty put in the bottle?

Jetty’s products contain no artificial colors, dyes or sweeteners, according to Fast Company. The formulations contain 100 mg of sodium, compared with roughly 300-500 mg in leading brands. Ellsworth is positioning the line around everyday wellness rather than athletic performance, according to Fast Company.

“When I say wellness, it’s not athletes. It’s like, hot girl, mom walk, and I just did a quick little Pilates this morning. That type of wellness is really important,” Ellsworth told Fast Company.

“It’s not for a marathon, not for a gym. It’s just yummy hydration. You can just have hydration for existing and have fun while doing it,” she said.

Jetty sells lower-sodium hydration for daily life, not as a training supplement.

Does everyday wellness offer a multibillion-dollar opening?

A PepsiCo report said Gatorade remained the top brand, with more than $11 billion in annual sales, alongside Propel. Circana data showed that Liquid IV, an athlete-targeted powder mix, generated almost $1 billion in U.S. retail sales in 2025. Like Poppi, Jetty enters a category dominated by established brands, according to Fast Company.

“We didn’t create this because [I realized] ‘Oh, there’s this white space in the market,’” she said. “I was like, I needed this in my life.”

Ellsworth said she found real demand for non-athlete hydration at Expo West in March. “Big hydration…is trying to make moves and take dyes out and update ingrdients,” she said. “But it doesn’t change the fact that the branding is still for a sports drink.”

Ellsworth sees that distinction as another multibillion-dollar opportunity. “I took on soda, the biggest category before. Why can’t I do that with hydration? It doesn’t scare me.”

Ellsworth’s opening is everyday wellness sold without sports-drink branding.

How does Jetty plan to reach younger consumers?

Jetty faces competitors with large marketing operations. Fast Company reported that Liquid IV recently hired Jenny Danzi, PepsiCo’s former chief marketing officer, to spearhead its cultural impact. Liquid IV has also appeared at music festivals including Lollapalooza and Governors Ball.

Ellsworth says Jetty is courting younger consumers through the relatability of micro-influencers rather than celebrity star power. “I think what a lot of people get really caught up on with working with talent, especially in the early stage, is you really do want to work with creators and influencers and not celebrities,” she said.

Ellsworth noted that, in the early Poppi days, Jennifer Lopez shared photos. Before launch, Jetty used her substantial social media following and creators to cultivate mystery, according to Fast Company. The brand posted hints on Instagram and kept the product secret until Nov. 9.

• The page featured a “j-card” with VIP perks, including first access to new product drops and insider-only information, plus colorful jelly bites marked “jetty”.
• A social video displayed branded lipgloss, face mist and a gua sha.

Together, the posts hinted at wellness while concealing the product until launch, according to Fast Company. Ellsworth described the return to brand building as “it’s fun to be at it again and building.”

Jetty’s next test is whether creator-led marketing can turn everyday-wellness demand into sales in a market anchored by Gatorade’s more than $11 billion in annual sales and Liquid IV’s nearly $1 billion in 2025 U.S. retail sales.