{
  "id": 19096355,
  "title": "Poppi founder Allison Ellsworth on launching Jetty, a new hydration brand",
  "url": "https://urgent.news/2026/11/09/poppi-founder-allison-ellsworth-on-launching-jetty-a-new-hydration",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-11-09T05:00:00.000Z",
  "source": {
    "name": "Modern Retail",
    "slug": "modern-retail",
    "url": "https://www.modernretail.co/operations/poppi-founder-allison-ellsworth-on-launching-jetty-a-new-hydration-brand/"
  },
  "original_language": "en",
  "account": "Allison Ellsworth, co-founder of the successful soda brand Poppi, which was recently acquired by PepsiCo for $1.95 billion, is once again making waves in the beverage industry with the launch of her new hydration company, Jetty. This marks the Ellsworth's first foray into the hydration category, signaling a shift from sports-centric hydration to a more wellness-focused approach. The Jetty formula is available in a variety of flavors and can be found in both ready-to-drink bottles and ready-to-mix powders. The product will be available for purchase at Whole Foods Market, Amazon, and Target starting November 9, with a suggested retail price of $2.49 per bottle. Currently, the hydration market is heavily dominated by established players, with PepsiCo's Gatorade holding a significant 61.1% share of the U.S. market. The global electrolyte drink market is projected to reach an impressive $53.1 billion by 2030, up from $40.4 billion in 2024. More information on this story can be found on modernretail.co.",
  "summary": "Poppi founder Allison Ellsworth is launching Jetty, a better-for-you lower-sodium hydration brand targeted at everyday consumer use.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Inc.",
        "title": "What Is Jetty? Co-Founder Allison Ellsworth Unpacks Her Splashy Poppi Follow-Up",
        "url": "https://urgent.news/2026/11/08/what-is-jetty-co-founder-allison-ellsworth-unpacks-her-splashy-poppi",
        "published": "2026-11-08T11:00:00.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}