Allison Ellsworth, co-founder of Poppi, has launched a new beverage brand named Jetty, aimed at redefining hydration in a more accessible way. Unlike typical sports drinks, Jetty focuses on everyday hydration, offering products close to coconut water but without its strong flavor. The brand’s initial offerings include both ready-to-drink bottles and electrolyte powders available online, on platforms like Amazon and Target, and in stores like Whole Foods.
Ellsworth explains that hydration products are often designed for high-intensity activities and wanted something more suited for daily life. Jetty’s launch comes with a robust marketing strategy that involved generating interest on social media before the product’s official release, using strategies learned from her previous venture with Poppi.
Her personal favorites from Jetty include the orange mango flavor, which was designed to feel refreshing and appealing rather than medicinal. She aims to create a founder-led brand by engaging with customers on social media platforms, leveraging her substantial following on TikTok and Instagram.
In addition to her business endeavors, Ellsworth shares insights into her self-care routines and products she loves, including her favorite skincare and health products that help her maintain balance while raising three young children.
