Poppi Founders Launch Jetty Hydration Brand

The couple is investing $2.5 million of their own money in Jetty, which sells bottled drinks and powders in five flavors. The launch follows PepsiCo’s acquisition of Poppi for $1.95 billion about a year and a half ago. Jetty is aimed at consumers seeking hydration throughout the day, rather than products marketed mainly for strenuous exercise.

The ready-to-drink bottles provide sodium (100 milligrams), potassium (310 milligrams) and magnesium (100 milligrams), plus B vitamins and prebiotics. Each has 6 grams of sugar and 45 calories, and the company says its products are free of artificial coloring, dyes and sweeteners. Customers can buy the brand on its website and through Amazon and Target, or at Whole Foods stores nationwide.

Allison Ellsworth said her own experience with dehydration and dissatisfaction with the sodium levels in some electrolyte products helped inspire Jetty. She will lead branding and marketing, while Stephen Ellsworth is CEO, overseeing operations, finances and product development.

The founders are again emphasizing social media and a digital-first strategy. Before launch, Jetty built online followers and email and text sign-ups, and offered a chance to receive a limited J-Card with access to product drops, events and promotions.

The market is crowded with established brands including Gatorade and Powerade. Beverage adviser Paul Beaupre said success takes more than identifying a gap, citing flavor, branding, funding and distribution as important factors. Jetty’s challenge will be converting early interest into repeat customers.