Poppi's Founders Are Back With Jetty, Launching November 9
A year after selling Poppi to PepsiCo, Allison and Stephen Ellsworth are teasing Jetty, launching November 9 and rumored to be a hydration brand.
Allison and Stephen Ellsworth, the husband-and-wife team behind Poppi, have a new brand on deck. It's called Jetty, and it's set to launch on November 9, 2026.
Allison teased the brand in an Instagram video on October 13, 2026, which also introduced a new Jetty account, @whatisjetty. The account bio pitches Jetty as an everyday essential and repeats the November 9 date.
"After disrupting a big industry, I'm here for it again," Allison says in the video. "This next product that I'm creating is something you need."[1]
She's keeping the product itself under wraps. "I cannot wait for you guys to figure out what is Jetty," she says, adding that fans who sign up for the brand's email and SMS list early "are going to get some really exciting perks."[1]
What Jetty actually is hasn't been revealed. There's no can, no flavor list, and no formula yet.
The Hydration Clue
The biggest hint so far is a trademark filing for Jetty that describes the goods as an "electrolyte replacement solution." That points straight at hydration. The founders haven't confirmed the category themselves, though, so for now Jetty is only rumored to be a hydration brand.
If that's where Jetty lands, the Ellsworths are walking into one of the most crowded aisles in the store. Liquid I.V., LMNT, and Prime already have big shelf presence and loyal followings, and plenty of smaller electrolyte brands are fighting over what's left.
The Poppi Playbook
The bet makes more sense once you look at the founders' track record. The Ellsworths took Poppi from a Shark Tank pitch to the front of the prebiotic soda wave, helping turn a niche idea into a full category. PepsiCo agreed to buy the brand in 2025, in a deal reported at $1.95 billion.
If you want the backstory, Bevlab covers the Poppi brand and its flagship Poppi Prebiotic Soda.
Poppi didn't win on formula alone. Allison built its audience on social media, and the same instincts are all over this rollout: a founder talking straight to camera, a mystery product, and a launch date weeks away to keep people guessing.
What to Watch on November 9
A few open questions should get answered at launch:
- Whether Jetty is actually a hydration product, as the trademark suggests
- What format it takes, from ready-to-drink bottles to powders
- How it plans to stand apart from the brands that already own the aisle
Poppi helped build a category from scratch. Hydration is already packed, so Jetty will show whether the Ellsworths' marketing touch can win a crowded fight instead of starting a new one.
References
- Ellsworth, Allison. "Jetty teaser video." Instagram, October 13, 2026.
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