Poppi founders are going after PepsiCo's Gatorade with new beverage startup Jetty

Summary

Poppi founders Allison and Stephen Ellsworth have launched Jetty, a self-funded functional hydration brand targeting everyday consumers and GLP-1 users. Available at Whole Foods, Target, and Amazon, the brand enters a crowded category to compete against PepsiCo's Gatorade.

Key Takeaways

1. Starting Monday, Jetty drinks and ready-to-mix electrolyte packets will be on shelves at Whole Foods grocery stores and available online at Target and Amazon .
2. The new, self-funded venture directly pits the Ellsworths against PepsiCo , which bought Poppi for $1.95 billion in 2025.
3. For now, Jetty is entirely self-funded with $2.5 million, although Ellsworth said that the brand will likely raise money in 2027.

Statement Breakdown

• Claimed Facts: 72% of statements the article presents as facts
• Opinions: 28% of statements classified as editorial or subjective
• Claims: 0% of statements surfaced for additional reader evaluation

Credibility & Bias Reasoning

Credibility assessment: The article relies on named on-the-record interviews with the startup co-founder, official corporate regulatory filings from PepsiCo, and market research from SPINS, Numerator, and EY-Parthenon. It includes financial benchmarks and legal settlement figures. Sourcing is balanced between founder statements, competitive context, and commercial market data.

Bias assessment: Founder-Centric Business Coverage. The reporting leans heavily on the perspective and quotes of Allison Ellsworth, framing the startup's launch favorably against legacy beverage giants. However, the author balances this tone by citing declining performance milestones for Poppi under PepsiCo, legal settlement history, and intense market competition.

Note: Relies on founder interviews, market research data, and PepsiCo financial filings.

Credibility flag: Founder Reporting

Claimed Facts (4)

• Presents specific market share data from an industry tracking firm.
• Cites retail sales metrics and growth figures from industry tracker SPINS.
• Details official valuation numbers reported in a PepsiCo regulatory disclosure.
• States the financial figure and outcome of a legal class-action settlement.

Opinions (3)

• Presents an executive's subjective assessment of the consumer beverage market.
• Delivers a qualitative judgment about consumer perceptions and brand relevance.
• Expresses an opinion criticizing a competitor's strategy and corporate mindset.

Key Sources

• Allison Ellsworth — Co-founder and Chief Brand Officer of Jetty; Co-founder of Poppi
• SPINS — Consumer packaged goods data and retail tracking firm
• Numerator — Consumer and market research data company
• PepsiCo — Global food and beverage corporation; owner of Gatorade and Poppi
• EY-Parthenon — Strategic consulting arm of Ernst & Young