New Hydration Brand Enters the Market
Following the $1.95 billion sale of their prebiotic soda brand Poppi to PepsiCo in 2025, founders Allison and Stephen Ellsworth have launched a new hydration startup named Jetty, CNBC reported on November 8, 2026. The self-funded venture aims to disrupt the electrolyte beverage market—currently dominated by PepsiCo’s Gatorade—by targeting casual consumers rather than relying solely on traditional athletes. Starting Monday, Jetty beverages and ready-to-mix electrolyte packets roll out on shelves at Whole Foods grocery stores and online channels including Target and Amazon.
The launch places the Ellsworths in direct competition with major beverage conglomerates. PepsiCo owns Gatorade, which commands approximately 60% of the U.S. sports drink category based on Numerator data cited by CNBC. While legacy brands built their market share by targeting intense physical training, Jetty is tailored for everyday hydration needs with lower electrolyte and sugar levels.
Targeting GLP-1 Users and Gen Z
The concept for Jetty emerged after co-founder Allison Ellsworth experienced significant lifestyle changes, including using a GLP-1 medication that contributed to a 60-pound weight loss. Observing that these medications can suppress thirst while simultaneously requiring better fluid intake to manage side effects, the founders identified a distinct consumer gap. According to an EY-Parthenon survey of over 3,600 current and former GLP-1 users cited by CNBC, about 44% of users report consuming more functional beverages.
Beyond GLP-1 users, Jetty’s core demographic focuses on millennial moms and Generation Z consumers who are increasingly bypassing legacy sports drinks. Market data from SPINS indicates that dollar sales for hydration and electrolyte products climbed 20% to $2.6 billion over the 52 weeks ended October 4, with a strong repeat buyer rate of 62%. However, the category has experienced rapid expansion, with the number of new items achieving at least $10,000 in annual sales rising 41% over the past two years.
Formulation and Market Strategy
Jetty launches with five initial flavors: watermelon, orange mango, fruit punch, black raspberry, and white cherry. Each 15.2-ounce bottle or 15-gram packet contains 100 milligrams of sodium, 310 milligrams of potassium, 100 milligrams of magnesium, B vitamins, 3 grams of fiber, and 6 grams of sugar without artificial sweeteners or synthetic dyes.
To capture diverse consumer habits, the startup will distribute products in both ready-to-drink bottles and single-use powder packets. Single-use mixes are expanding rapidly due to competition from brands like Unilever’s Liquid I.V. and LMNT, while traditional ready-to-drink sports drink unit sales have declined 9.1% from 2022 to 2026 according to Numerator figures reported by CNBC.
Regulatory Lessons and Scaling
Drawing on their experience with Poppi—which previously settled class-action litigation regarding marketing claims—the founders consulted three different claims lawyers to vet Jetty’s packaging before its market debut. Currently operating with $2.5 million in self-funded capital, the company anticipates seeking external funding in 2027 as it scales operations against established industry giants.