Poppi founders are going after PepsiCo's Gatorade with new beverage startup Jetty

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After disrupting the soda category with Poppi, founders Allison and Stephen Ellsworth are now taking aim at hydration with their new brand, Jetty. Starting Monday, Jetty drinks and ready-to-mix electrolyte packets will be on shelves at Whole Foods grocery stores and available online at Target and Amazon . The new, self-funded venture directly pits the Ellsworths against PepsiCo , which bought Poppi for $1.95 billion in 2025. Pepsi owns Gatorade, which dominates the U.S. sports drink category with about 60% market share, according to Numerator data. Poppi shook up the soda category with prebiotic fiber, low calorie and sugar counts and its fun marketing aimed at Generation Z and millennials.