Her soda disruptor brand sold for $2B. Now she’s coming for hydration

Eighteen months ago, Allison Ellsworth sold her prebiotic soda brand, Poppi, to PepsiCo for $1.95 billion. Today, she's back and launching Jetty, a new line of sports and performance drinks and powders at major retailers like Target, Amazon, Whole Foods, and Sprouts Market. Jetty offers five flavors of ready-to-mix electrolyte powders and bottles, with a focus on everyday wellness rather than athletes.

Unlike competitors like Gatorade and Liquid IV, which target athletes and use artificial colors, dyes, and sweeteners, Jetty uses only 100 mg of sodium and natural ingredients. Ellsworth is using a different strategy to build brand awareness, focusing on relatable influencers and creating hype around the brand without revealing the product prematurely.

Despite the competition from established brands and the need for large marketing budgets, Ellsworth is confident in her ability to carve out a space in the sports and performance drinks category.