Poppi’s Founders Are Back With a New Drink Called Jetty. Here’s Everything We Know.

On Tuesday afternoon a brand-new Instagram account with a chrome logo and no product posted its first video: Allison Ellsworth, the woman who turned a kitchen soda into a $1.95 billion sale to PepsiCo, talking plainly into the camera. “After disrupting a big industry, I’m here for it again,” she says, in the transcription Austin Monthly ran within hours. “This next product I’m creating is something you need.” The account is @whatisjetty, its bio says the drink “launches November 9th,” and the sign-up page asks only whether Jetty “will command your pantry or take up fridge space.” That is the entire official story. So we read the trademark record, the founders’ own pages, PepsiCo’s filings and the hydration science, and built the page that will carry the label read on launch day.

Here is what Jetty is tonight, what it is not yet, and, because the paperwork points at electrolytes, what a drink like that does in the small intestine.

The announcement: What we know about Jetty today, and what we don’t

Jetty is a drink brand from Allison and Stephen Ellsworth, who founded the prebiotic soda Poppi and sold it to PepsiCo last year. It was announced on October 13, 2026 in a reel posted jointly by Ellsworth and the new account, and it launches November 9, 2026. The trade paper BevNET called it a hydration brand and reported that the trademark is registered as an “electrolyte replacement solution.” Inc reported that it won’t compete with Poppi, which matches what Ellsworth told Marketing Brew in August, before the brand had a name: it is not meant to compete with Poppi, and anyone hoping to work at a “Poppi 2.0” should not apply, in that paper’s paraphrase.

The public paperwork says a little more. The United States Patent and Trademark Office lists two pending applications for the word mark JETTY, both filed on April 9, 2026 by a Delaware company, Vacancy Consumer IP Holdings LLC: one for electrolyte replacement solutions and supplement drink mixes, one for sports drinks containing electrolytes and powders for isotonic sports drinks, with energy drinks also listed. Both are intent-to-use filings still under examination. The record does not name the Ellsworths; BevNET reported the trademark wording, and the USPTO record shows the applicant name. Trademark filings cast a wide net, and a filing that lists a category is not a product announcement. What is in the bottle is Jetty’s to say on November 9.

The founders: From a Dallas kitchen to a $1.95 billion sale, the short version

The first act is told on Poppi’s own story page. In 2015 Allison Ellsworth, wanting to quit soda without quitting the taste, started mixing fruit juice, prebiotics and sparkling water in her Dallas kitchen, bottled it and took it to a farmers’ market, where a Whole Foods buyer stopped at the table. The company, then called Mother Beverage, was created in 2016. In 2018 she and her husband Stephen made a Shark Tank deal with Rohan Oza, $400,000 for a 25 percent stake, Fortune reported this April, in an episode that aired in December 2018; the rebrand to Poppi came in 2020. Its calling card was fiber on a soda can; we have read what Poppi’s fiber does.

The sale is in the primary documents. On March 17, 2025, PepsiCo announced a definitive agreement to acquire Poppi “for $1.95 billion, including $300 million of anticipated cash tax benefits for a net purchase price of $1.65 billion,” plus a potential earnout. “When I created poppi in our kitchen, it was fueled by a desire to create a better-for-you soda,” Ellsworth said in that release. PepsiCo’s quarterly report filed October 8, 2026 records the close on May 19, 2025, for “cash consideration of $1.9 billion and contingent consideration with an acquisition date fair value of $0.2 billion,” and carries the Poppi brand on its books at $1.7 billion. The second act started in late July, when she asked her followers, as Marketing Brew quoted it, “Do you want to build the next billion-dollar brand with us?” That paper counted more than 2,000 resumes for five open roles by mid-August. Tuesday’s reel gave the thing a name.

The science: What an electrolyte drink does in the gut: sugar carries salt, and water follows

Under the marketing, every electrolyte drink rests on one fact about the lining of the small intestine. Water is not pumped across the gut wall on its own; it follows salt. And sodium is carried into the cells of the intestinal lining by a transporter that works when a glucose molecule rides along. The CDC’s 2003 guidance on rehydrating children calls this “the coupled transport of sodium and glucose molecules” at the intestinal brush border, and names the protein, SGLT1. A 2014 review in Current Gastroenterology Reports by Henry Binder of Yale and colleagues puts it in one line: oral rehydration works because of “the ability of glucose to stimulate Na and fluid absorption in the small intestine.” Sugar opens the door, salt walks through, water follows the salt.

That mechanism was written down as a recipe. In WHO/FCH/CAH/06.1, the joint WHO/UNICEF production guide for oral rehydration salts, one packet in a litre of water dissolves to 75 mEq of sodium, 75 mmol (13.5 g) of glucose, 20 mmol of potassium and a total osmolarity of 245 mOsm per litre. The document gives the ratio its reason: glucose “facilitates the absorption of sodium (and hence water) on a 1:1 molar basis in the small intestine.” The older formula carried 90 mEq of sodium; after an expert meeting in July 2001 and an announcement the CDC dates to May 2002, WHO and UNICEF moved to the lower-salt, lower-sugar version because in children with diarrhea it cut the need for unscheduled intravenous fluids by 33 percent, and across the reduced-osmolarity trials cut stool output by about 20 percent and vomiting by about 30 percent. That is a medicine for dehydration from diarrhea; a sports drink is not. But every electrolyte drink on a shelf is a variation on the same three ingredients, salt, sugar and water, at different ratios.

For exercise the ratios are looser and the evidence is about performance, not survival. The American College of Sports Medicine’s 2007 position stand says that during exercise, “consuming beverages containing electrolytes and carbohydrates can provide benefits over water alone under certain circumstances,” and that because sweat rates and sweat salt vary so much between people, fluid plans should be customized. Its 1996 predecessor put a number on the salt: sodium at 0.5 to 0.7 grams per litre of water in a drink taken during exercise lasting longer than an hour, which is 22 to 30 mEq per litre by our arithmetic, in solutions of 4 to 8 percent carbohydrate. Hold both recipes next to the shelf.

The formula: What the category’s big names put in a litre

We read five labels the way we will read Jetty’s, at the brand’s own site where it shows a panel and from the retailer’s copy where it does not (Gatorade hides its; Prime prints it on the bottle shown on its site), then converted each serving to a litre. Pedialyte Classic, Abbott’s drugstore rehydration drink, comes closest to the WHO recipe. Liquid I.V. lands in the same salt range from a 16 g stick in 16 ounces of water. Gatorade runs lower on salt and higher on sugar. Prime leans on 700 mg of potassium from coconut water and barely any sodium, and LMNT is salt first, with stevia for taste; its pages do not say how much water to use, so it gets no per-litre line.

Lemon-lime versions where the brand sells one. Per-litre figures are our arithmetic from the labels: milligrams per serving divided by litres per serving (20 fl oz = 0.591 L, 16 fl oz = 0.473 L, 16.9 fl oz = 0.5 L), and mEq of sodium = mg divided by 23. Labels read October 13, 2026.

The label: What to look for on Jetty’s label on November 9

If Jetty is what the paperwork says, the back panel will tell the story in four lines. Sodium per litre: milligrams per serving divided by the litres in a serving (or the water a stick is mixed into), and whether it lands near Gatorade’s 20 mEq, the sports-science 22 to 30, or the rehydration-grade 45 to 75. Sugar per litre: the same division, and whether the sugar is there to carry the salt, as in the WHO formula, or mostly for taste. The sweetener: cane sugar and dextrose on one side of the shelf; stevia, sucralose, acesulfame potassium or allulose on the other. Potassium, which the WHO sets at 20 mmol per litre and Prime leans on. And the line we will look for first, because of who is making it: any fiber or prebiotic, the ingredient Poppi built its name on. We will do the division and add Jetty to our ranking of 12 electrolyte drinks by the WHO formula the same day.

The second act: A launch in a category where PepsiCo already plays

One observation, labelled our reading. PepsiCo’s annual report lists the beverage brands its North American arm sells, and the list includes Gatorade, Gatorade Zero and Propel, the biggest names in the category the trademark filings describe, alongside Poppi. So the Ellsworths’ first company now shares a portfolio with the drinks their second company would share a cooler with, while Inc and Marketing Brew both have Ellsworth saying Jetty is not built to compete with Poppi. That is a fact about ownership, not a prediction. Inc’s transcription of the reel has her closing with a line that is pure first act: “You guys have so much love for Poppi, so let’s have some love for Jetty.”

About the name. The brand has not said what it means. In the dictionary a jetty is “a structure built out from the land into the water,” a landing place or a breakwater; for a hydration drink that is our note, not the brand’s. The word is also used by unrelated companies, which is why a search for “what is jetty” tonight mostly returns a renters’ insurance company and a surf brand. By November 9 it should return a label, and this page will have read it.

Facts to carry: Jetty is the new drink brand from Poppi founders Allison and Stephen Ellsworth, announced October 13, 2026 and launching November 9, 2026; the brand has not said what it is, while BevNET reports the trademark covers an electrolyte replacement solution and the USPTO lists two pending JETTY applications covering electrolyte and sports drinks; electrolyte drinks work because glucose carries sodium across the small intestine and water follows; the WHO/UNICEF formula is 75 mEq of sodium and 13.5 g of glucose per litre, and the big names range from about 1 mEq per litre (Prime) to about 46 (Liquid I.V.); on launch day the lines to read are sodium per litre, sugar per litre, sweetener, potassium and any fiber. Jetty, Poppi, PepsiCo, the brands and publications named, and the Ellsworths had no involvement in this article. It is educational, describes what the cited documents and labels say, and is not medical advice.