Jetty Launches With $2.5 Million to Challenge Gatorade’s 60% U.S. Share
Updated
Updated · CNBC · Nov 8
Jetty Launches With $2.5 Million to Challenge Gatorade’s 60% U.S. Share
3 articles · Updated · CNBC · Nov 8
Summary
Whole Foods will start stocking Jetty on Monday, with the new hydration brand also selling online through Target and Amazon in bottles and electrolyte packets.
The self-funded venture grew out of Allison Ellsworth’s hydration struggles while using GLP-1 drugs; Jetty targets “everyday hydration” with 6 grams of sugar, versus about 34 grams in a 20-ounce Gatorade.
Jetty enters a fast-growing but crowded market: hydration and electrolyte sales rose 20% to $2.6 billion in the latest 52 weeks, while new items topping $10,000 in annual sales increased 41% in two years.
That growth is drawing both incumbents and startups. Pepsi’s Gatorade still holds about 60% of the U.S. sports drink market, but Pepsi, Kraft Heinz, Liquid I.V., LMNT and Electrolit are all pushing deeper into hydration.
The launch also reopens competition with Pepsi, which bought Poppi for $1.95 billion in 2025; Jetty’s founders say lessons from Poppi’s scale-up and legal setbacks should help as they seek funding in 2027.