Overview
- Allison and Stephen Ellsworth launched Jetty on Monday with bottled and ready-to-mix powder electrolyte drinks that feature 100 mg sodium, 310 mg potassium, 100 mg magnesium, B vitamins, prebiotics, 6 grams of sugar and 45 calories per bottle.
- The product rollout is national at Whole Foods and available online through Target and Amazon and includes five flavors: Fruit Punch, Black Raspberry, White Cherry, Watermelon and Orange Mango.
- The founders put roughly $2.5 million of personal capital into the company and split roles with Allison running branding and marketing and Stephen serving as CEO overseeing operations and product development.
- Jetty positions itself for everyday, nonathlete hydration with lower sodium and cleaner ingredient claims after Poppi's 2025 $9.8 million class-action settlement that prompted more cautious marketing language.
- Industry experts say Jetty gains advantages from the Ellsworths' Poppi playbook and direct retail distribution but faces steep competition from entrenched players like Gatorade and Liquid IV and must convert initial trial into repeat purchases to scale.