Poppi Founders Launch Jetty to Compete With PepsiCo’s Gatorade

According to CNBC, Poppi founders Allison and Stephen Ellsworth are launching Jetty, a hydration beverage brand positioned to compete with PepsiCo’s Gatorade. Starting Monday, Jetty’s drinks and ready-to-mix electrolyte packets will be available at Whole Foods and online at Target and Amazon. The self-funded brand launches with five flavors and has $2.5 million in funding. Allison Ellsworth described Jetty as a product for everyday hydration, with less sugar and fewer electrolytes than traditional sports drinks. Each 15.2-ounce bottle or 15-gram packet contains 100 milligrams of sodium, 310 milligrams of potassium, 100 milligrams of magnesium, 3 grams of fiber and 6 grams of sugar. Gatorade holds about 60% of the U.S. sports drink market, according to Numerator data.