Poppi Co-Founder Allison Ellsworth Launches New Beverage Brand Jetty to Disrupt the Hydration Market

Allison Ellsworth, the visionary co-founder behind the massive success of the prebiotic soda brand Poppi, is returning to the beverage industry with an entirely new venture named Jetty. Having previously made waves with Poppi and securing a massive valuation and acquisition path, Ellsworth is once again turning her attention to a beverage category she believes is in desperate need of innovation: water and hydration.

Despite the endless options available on supermarket shelves, Ellsworth maintains her long-held sentiment that plain water is simply boring. With Jetty, she aims to capture consumers who share this perspective, positioning the brand to directly challenge legacy sports drinks like Gatorade. The launch has generated substantial buzz across the business and lifestyle media landscape, with industry analysts watching closely to see if Ellsworth can replicate her previous entrepreneurial lightning in a bottle.

The strategy behind Jetty focuses on combining functional hydration with compelling branding, a formula that proved wildly successful for Poppi. As consumer preferences shift away from sugary drinks toward healthier, more purposeful alternatives, Jetty enters the market at an opportune time. Ellsworth’s proven ability to understand modern consumer culture and market trends suggests that her new splashy follow-up will be a major contender in the competitive beverage sector.

Sources: Inc.com

Aggregated summary. Original: Inc.com