The Poppi co-founder is using social media to build an audience ahead of launch day. The strategy seems to be working.
Allison Ellsworth. Photo: Getty Images
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Poppi co-founder Allison Ellsworth just became a two-time founder.
In an Instagram video, Ellsworth announced that her second venture, Jetty, will launch on November 9 and told viewers to “mark their calendars.”
“This next product that I am creating is something you need,” she said.
Ellsworth and her husband, Stephen, sold their prebiotic soda brand, Poppi, to PepsiCo in 2025 in a deal valued at $1.95 billion. The deal marked a significant milestone for brands in the functional beverage space.
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“After disrupting a big industry, I’m here for it again,” Ellsworth said in her announcement. “You guys have so much love for Poppi, so let’s have some love for Jetty.”
Using the same playbook
Ellsworth appears to be following the same playbook tied to Poppi’s success.
The two-time founder has been praised by industry professionals for her ability to create culturally relevant moments that resonate with social-media viewers.