Jetty launches as a new entry in the hydration market

A new hydration brand entered the American market on November 9, 2026.

Jetty, co-founded by Allison Ellsworth and her husband Stephen Ellsworth, began selling ready-to-drink bottles and ready-to-mix electrolyte powders on its own website, Amazon, Target, and in Whole Foods stores nationwide. The launch follows Ellsworth’s exit from Poppi in 2025, a sale valued at $1.95 billion. Ellsworth serves as the chief brand officer for Jetty, while Stephen Ellsworth serves as chief executive officer.

The company positions its products for general daily use rather than for athletes. Ellsworth stated that existing hydration products are often formulated for extreme conditions and contain high levels of sodium. She said the team aimed to create a formula that mimics coconut water without the distinct coconut flavor. The brand offers five flavors, and Ellsworth identified orange mango as her personal favorite. She noted that she wanted the product to taste fresh and tropical, avoiding the taste profile associated with powdered vitamin drink mixes.

Jetty built its customer base before the product reached store shelves. The brand launched social media accounts and email lists prior to the sale. Subscribers could enter a drawing for a J-Card, a physical card that grants access to early product drops, pop-up events, and exclusive deals. Ellsworth described the strategy as a method to build a loyal community before the first bottle was purchased. The brand selects winners on a rolling basis from its sign-up lists.

Ellsworth applied marketing tactics from her previous venture to promote the new company. She maintained a founder-led approach, using her social media following on TikTok and Instagram to generate interest. She reported that the brand accumulated a loyal audience before any consumer could try the beverages or powders. This approach mirrors the social media strategy she used while building Poppi into a major soda brand.

The company’s leadership consists of a married couple who are both raising young children while managing the business. Ellsworth shared details about her daily routine, which includes using specific wellness products while traveling. She cited a TheraFace device for cold therapy on her face and Yise pads for skin treatment. She also mentioned using Rhode and Laura Mercier lip products. For sleep, she uses an Orion mattress pad that adjusts temperature to help maintain REM sleep cycles.

Ellsworth said she eats fruit jerky from the brand Solely because it is suitable for both adults and children. She also consumes Chomps for protein. Her preferred snack combination includes salt and vinegar chips and string cheese. She described this mix as her primary source of nutrition during busy travel days.