Jetty launches hydration brand to challenge PepsiCo’s Gatorade in the U.S.

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Jetty launches hydration brand

Highlights

Jetty launches hydration drinks and electrolyte packets at Whole Foods, Target, and Amazon, backed by $2.5 million in self-funding.
Hydration and electrolyte product sales rose 20% to $2.6 billion in the 52 weeks ended Oct. 4, with a 62% repeat buyer rate, SPINS reports.
Category competition intensifies as major players like Kraft Heinz, PepsiCo, and Keurig Dr Pepper expand hydration offerings and new items with $10,000+ annual sales jump 41% over two years.

Retail launch and brand positioning

As first reported by CNBC, Jetty begins selling from Monday through Whole Foods stores, with online availability through Target and Amazon. The company is launching with bottled drinks and ready-to-mix electrolyte packets, backed by $2.5 million in self-funding, and Allison Ellsworth says the business is likely to raise outside capital in 2027.

The new venture follows the Ellsworths’ build-out of Poppi, which PepsiCo bought for $1.95 billion in 2025. Jetty is targeting everyday hydration rather than the higher-electrolyte, higher-sugar positioning long associated with traditional sports drinks, a segment led by PepsiCo-owned Gatorade with about 60% U.S. market share, according to Numerator data.

Allison Ellsworth says the product idea emerged from her own difficulty staying hydrated, including after beginning GLP-1 medication use and losing weight. She says the brand is designed for consumers seeking a hydration boost in everyday settings, rather than only after intense athletic activity.

Growing category brings opportunity and competition

Jetty enters a market where consumer interest in hydration products continues to expand. Dollar sales of hydration and electrolyte products rise 20% to $2.6 billion over the 52 weeks ended Oct. 4, according to SPINS, and the category posts a repeat buyer rate of 62%.

That growth is also drawing more rivals. SPINS says the number of new items in the category with annual sales of at least $10,000 increases 41% over the last two years, while larger food and beverage groups are also broadening their hydration offerings. Kraft Heinz has introduced Capri Sun and Kool-Aid products with electrolytes, Pepsi has rolled out a broader Gatorade overhaul, and Electrolit continues to post strong retail sales growth for distributor Keurig Dr Pepper.

For Jetty, that means competing not only for consumers but also for in-store placement. The company is using both powder and bottled formats to widen its presence across grocery aisles and improve convenience for shoppers.

Our earlier coverage of Ralph Lauren tying executive payouts to AI goals outlined how retailers are starting to demand clearer returns and accountability for technology spending. We noted that the company replaced sustainability targets in its short-term incentive plan with AI literacy and enablement metrics, reflecting a broader push across retail to embed new strategic priorities into leadership incentives as AI adoption accelerates.

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