Allison Ellsworth Is Ready to Disrupt Water

Allison Ellsworth, founder of Poppi, is launching Jetty, a new hydration brand, according to coverage from The Business Journals, Fast Company, and Modern Retail. The move comes after Poppi, described by Fast Company as her soda disruptor brand, sold for $2 billion. Coverage from Modern Retail features Ellsworth discussing the launch of Jetty directly, while Fast Company frames the new venture as her coming for the hydration category following the soda brand's exit. The Business Journals reports on the founders launching the new hydration brand, confirming the transition from soda to hydration. The coverage does not yet specify Jetty's product format, flavor lineup, pricing, distribution channels, or launch date. It also does not state the buyer of Poppi, the exact timing of the $2 billion sale, or whether other Poppi founders are involved in Jetty alongside Ellsworth. The broader context is a founder moving from one beverage category to another after a major acquisition, a pattern that places Jetty in a crowded hydration market where established and emerging brands compete for consumer attention. What to watch next depends on disclosures the coverage has not yet provided: product details, retail partnerships, marketing strategy, and whether Jetty will position itself as a direct challenger to existing hydration brands or carve out a distinct niche. Until Jetty shares specifics, the market can only observe that a founder with a $2 billion exit is entering hydration.