After a $1.95 Billion Exit, the Founders of Poppi Return to Hydration

The Ellsworths are betting $2.5 million of their own capital on a market they argue is misunderstood. While industry giants like Gatorade and Liquid I.V. dominate the space with sports-centric messaging, the founders see a vast, untapped demographic of women who consume hydration products throughout the day, regardless of physical activity levels. By positioning Jetty as a lifestyle beverage rather than a workout recovery tool, they hope to replicate the success they found with Poppi.

Their strategy for Jetty emphasizes emotional resonance over clinical benefit claims. The packaging prioritizes vibrant design and personality-driven messaging, aiming to build a community-led brand identity. Beyond the product, the couple is taking a more deliberate approach to corporate structure. Unlike their early days building Poppi, where they managed growth reactively, they have mapped out a multi-year organizational chart and staffing plan before the brand’s official launch.

Strategic distribution also plays a critical role in their roadmap. They view Amazon not just as a sales channel, but as a vital trust signal for consumers who verify product quality through reviews before purchasing in physical retail locations like Whole Foods. For the Ellsworths, this second act is less about the financial pressure that defined their previous venture and more about proving their ability to scale a company entirely on their own terms.