GoKawiilPoppi co-founder Allison Ellsworth launches new hydration brand Jetty
Allison Ellsworth, who sold Poppi to PepsiCo for $1.95 billion, has launched a new brand called Jetty with her husband and Poppi co-founder Stephen Ellsworth. Jetty is described as an 'everyday hydration' brand selling powders and liquid beverages, and the couple is self-funding it with a $2.5 million investment.
GoKawiil's interpretation of the reporting above, not reported fact.
Jetty enters a hydration category that Ellsworth herself describes as declining and crowded, competing against established players like Liquid I.V. and Gatorade, which suggests she is betting on an unmet consumer need rather than overall category growth. Her stated approach, drawn from Poppi's pivot from a niche apple-cider-vinegar tonic into mainstream soda, implies she sees crowded markets as opportunities rather than warning signs.
- Allison and Stephen Ellsworth are launching a new brand, Jetty, focused on everyday hydration.
- The brand is self-funded with a $2.5 million investment rather than outside venture capital.
- Jetty will compete in a declining hydration category against established brands like Liquid I.V. and Gatorade.
Liquid I.V. Hydration Multiplier — Since this article is all about the booming hydration-drink market, it's a great excuse to check out one of the category's current leaders. Liquid I.V.'s electrolyte powders are easy to toss in a bag and mix with water, perfect for comparing against new entrants like Jetty.
See Liquid I.V. Hydration Multiplier on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: entrepreneur.com — Jason Feifer, 2026-11-09
Published there as: “She Sold Poppi for $1.95 Billion. Now She’s Launching a New Hydration Brand.”
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