Allison and Stephen Ellsworth, the founders of Poppi, are launching Jetty, a self-funded brand of drinks and electrolyte packets designed for everyday hydration. The product will be available starting Monday at Whole Foods stores and online through Target and Amazon, in five flavors, with formulas containing less sugar and fewer electrolytes than traditional sports drinks. Jetty will compete with Gatorade, which holds about 60% of the U.S. sports drink market, in a category whose sales increased by 20% to $2.6 billion over 52 weeks. The brand has $2.5 million in initial funding and is primarily seeking investors who can provide visibility and talent rather than traditional venture capital firms.
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