Former Poppi CEO launches new hydration brand, Jetty

Frustrated with her own lack of hydration, Ellsworth, 38, collaborated with her husband, Stephen Ellsworth – Poppi’s former CEO – to develop a hydration beverage. They enlisted a former employee to create a product that would appeal to “normal people,” differentiating it from existing sports drinks and hangover remedies.

“It’s a solution to boring water,” Ellsworth stated. “You can drink three of these a day. It’s just not that deep.”

Jetty will initially be available online at Target and Amazon, and nationwide at Whole Foods Market stores. The startup is entering a growing, albeit niche, market. Beverages with hydration claims accounted for $10.5 billion in sales over the last 52 weeks, representing about 6% of the total $159 billion beverage market, according to Nielsen IQ data.

Ellsworth notes that Jetty benefits from the experience gained from building Poppi. The company has already secured initial funding, allowing them to avoid immediate external investment and prioritize strategic partnerships. “The pressure is a little bit off of generational legacy and wealth,” Ellsworth said.

While Jetty aims to offer a healthier alternative with less sodium and sugar than traditional sports drinks, the company faces competition. According to the Cleveland Clinic, a healthy diet typically provides sufficient electrolytes. However, a shift towards “functional beverages” among American consumers, as noted in an October 2026 report from EY-Parthenon, presents an opportunity. Younger consumers, particularly Gen Z, are also increasingly open to trying hydration drinks.

Ellsworth is confident that Jetty can leverage a similar culture-focused branding strategy that propelled Poppi’s success. She also emphasized a commitment to transparency and legal compliance, referencing a $9.8 million settlement Poppi reached in April 2025 regarding previous health claims. “We were really buttoned up with this product to make sure there’s nothing we couldn’t say on here that anyone could sue us for,” she explained.

Ellsworth, who serves as Jetty’s chief brand officer while her husband is CEO, says she’s not ready to retire and intends to apply the lessons learned from Poppi to Jetty’s growth.