Poppi founders return to beverage sector with new hydration brand Jetty
One year after selling Poppi for $1.95 billion, Allison and Stephen Ellsworth have launched a new hydration company, Jetty, backed by $2.5 million of their own capital.
Allison and Stephen Ellsworth, the duo behind the prebiotic soda brand Poppi, have entered the hydration market with their new venture, Jetty. The brand offers hydration-focused products, including powders and liquid beverages, aiming to capture space in a segment they characterize as having unmet consumer needs.
The Ellsworths have self-funded the launch with an initial $2.5 million investment. This move places the new company directly against industry incumbents such as Gatorade and Liquid I.V. in a category that has recently shown signs of decline, presenting a challenge for the new market entrant.
According to Allison Ellsworth, the decision to return to entrepreneurship is driven by a desire to continue building brands and to model a strong work ethic for their children. She notes that the experience gained from building Poppi will be central to the execution of this new business model.
The strategy for Jetty relies on creating a distinct emotional connection with consumers. By focusing on packaging and brand identity, the founders aim to carve out market share within a crowded sector that they believe still holds untapped growth potential.