The husband-and-wife team behind Poppi, the prebiotic soda PepsiCo bought for $1.95 billion last year, is jumping back into beverages — this time with hydration. Allison and Stephen Ellsworth are launching Jetty, a new everyday electrolyte drink, according to Stack3d, with the brand listed by startup tracker Thingtesting as launching today.

Jetty combines electrolytes and vitamins with added fiber — the same functional-fiber formula that helped set Poppi apart from ordinary soda. It launches in four flavors: Fruit Punch, Watermelon, Orange Mango and Black Raspberry.

Not your gym bag's hydration drink

Where the brand breaks from category leaders like Gatorade is positioning. Jetty's own label spells it out bluntly: "Not for a marathon. Not for the gym." The pitch is hydration as a daily habit rather than a sports-recovery product — a lane that's grown crowded fast, with everything from Liquid I.V. packets to Gatorade's own electrolyte powders chasing the same everyday-wellness consumer.

It's a familiar playbook for the Ellsworths. Poppi built its following by taking a category most people associate with occasional indulgence — soda — and repositioning it as a gut-health product, eventually growing into a brand big enough for PepsiCo to buy outright. The couple has spoken previously about building beverage brands around functional ingredients rather than just flavor, a strategy credited with helping Poppi stand out on crowded shelves before the buyout.

The hydration category Jetty is entering has exploded over the past several years, as consumers increasingly reach for electrolyte drinks and powders outside of workouts — for hangovers, travel, or simply as a lower-sugar alternative to soda. Gatorade, which has dominated sports hydration for decades under PepsiCo's own portfolio, has itself leaned into that shift with new everyday-use products.

Financial terms of Jetty's launch, including any outside funding, haven't been disclosed. The brand's rollout will test whether the Ellsworths can repeat Poppi's rapid rise in a category that's grown far more competitive than the one they entered with their first drink.