Poppi co-founder launches Jetty, a hydration brand targeting everyday consumers

Jetty, a new hydration beverage company co-founded by Allison Ellsworth, officially launched on Monday. The products are available immediately on the brand’s website, Amazon, and in Whole Foods locations across the country. Target shelves also carry the new line. The company sells ready-to-drink bottles and ready-to-mix electrolyte powders.

Ellsworth previously co-founded Poppi, which exited at a valuation of $1.95 billion in 2025. She and her husband, Stephen Ellsworth, who serves as CEO, created Jetty to address a gap in the market. They aimed to create a hydration option for daily living rather than intense athletic performance. The drinks are formulated to taste similar to coconut water without the distinct flavor of the fruit.

"When we started looking at it, we realized that hydration products are made for extremes. They’re for sports and they’re so intense, there was nothing for just simply living," Ellsworth said. The new lineup features five distinct flavors. Ellsworth identified orange mango as her personal favorite. She noted that the profile avoids the artificial taste associated with some orange beverages while maintaining a tropical and refreshing quality.

The company built its customer base before the physical products reached shelves. Potential buyers could sign up for email and SMS lists to enter a drawing for a limited-edition J-Card. This physical card grants holders early access to product drops, pop-up events, and exclusive deals. The brand is selecting winners on a rolling basis. Ellsworth stated that the strategy allowed the team to capture initial hype and build a dedicated community before launch.

The brand relies on social media engagement to drive interest, a tactic Ellsworth used successfully with Poppi. She maintains large followings on TikTok and Instagram. The company plans to continue these founder-led interactions with consumers. Jetty positions itself against traditional sports drinks by offering lower sodium levels and a focus on general wellness rather than post-exercise recovery.

The launch marks Ellsworth’s second venture as a founder. She manages the new business while raising three sons. The company will continue to distribute its five flavor varieties through the established retail partners. The J-Card program remains open for new entrants who join the digital lists. The beverage bottles and powders are now on sale in national markets.