The Founders Of Poppi Have Launched A Brand New Gatorade Competitor

Prebiotic soda’s over, and hydration drinks are in. Okay, only one of those things is true: Prebiotic soda is more popular than ever, and it’s going absolutely nowhere. But it’s also true that hydration drinks like Gatorade and Recover 180 are also very hot right now, and they only look set to grow in appeal and in options in the next few years. (And yes, before anyone comes to me, I know most drinks are hydrating; I’m talking about electrolyte-filled beverages here.)

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Well, the folks behind Poppi aren’t going to miss a piece of the pie. Allison and Stephen Ellsworth have just announced their new hydration brand, jetty, and it’s available now. Here’s what you should know. 

Jetty Hydration Drinks

The husband-and-wife duo behind Poppi, which was first founded in the mid-2010s before being rebranded to its current name in 2020, sold their successful brand to PepsiCo in 2025 for a whopping $1.95 billion. Most people would understand if they put their feet up and never worked another day in their lives – but instead, this week, they announced jetty, their new hydration drink and powder mix line. Jetty (which is stylized in lowercase) was founded after Allison Ellsworth identified that hydration drinks are typically marketed towards high-performance athletes and not everyday consumers – and thus, their new venture was born. 

Jetty definitely feels like it’s built for mass appeal. Like Poppi, its drinks are all vibrant colors and appealing flavors, like watermelon, orange mango, fruit punch, black raspberry, and white cherry. Made with no artificial colors, dyes, or sweeteners, they deliver a combination of sodium, potassium, magnesium, B vitamins, and prebiotics in every bottle or sachet. 

And They’re Available Now!

Jetty hydration drinks and ready-to-mix powders can be purchased online at Target and Amazon, as well as at Whole Foods. At Target, its bottles are currently listed at $2.49 per 15.2 fl oz serving, which does make them a touch more expensive than your average Gatorade – but the vibe here is definitely more elevated, so I get the price point difference. 

Jetty arrives as Gatorade itself is getting ready to launch Gatorade Longer Lasting in 2027, an even more electrolyte-heavy drink designed for replenishment after serious exercise. In this respect, the Ellsworths’ offer does make sense: Hydration drinks are on the rise, but they’re going in an even more serious, perhaps scientific direction. If their success with Poppi is anything to go by, we wouldn’t underestimate this new line.