Melbourne-based start-up, Jim, has recently introduced a novel functional soda into the market. This unique beverage combines proteins and prebiotics, targeting both health-conscious consumers and those seeking high-quality fitness recovery options.
The innovative soda line comes in three distinct flavours: Golden Pash, Lem’n’Ade and Rarr-Berry. According to the company, each 330ml soda can is packed with 5 grams of protein, organic prebiotics, branched-chain amino acids (BCAAs), and L-glutamine. Additionally, these soda variants are free from added sugars and caffeine.
Jim’s founders, Aimee Tawhai, a former elite athlete turned entrepreneur, and her companion Jono, envisioned a fitness recovery drink that would be both beneficial and enjoyable. They aimed to move past the conventional ‘gym bro’ beverage market, with a drink that appeals to a broader consumer base.
Aimee Tawhai, co-founder of Jim, shed light on the brand’s unique approach. “Fitness recovery drinks have been primarily targeted towards the ‘gym bro’ culture for quite some time. These drinks often have intimidating labels, excessively sweet and artificial tastes, and ingredients that offer no real benefits. Our intention was to cater to the everyday consumer, the ones who value their health and appreciate effective recovery drinks but don’t necessarily identify with the ‘gym bro’ culture. We wanted to create a beverage that I would personally drink, something I could confidently offer to my mother, a drink that delivers on promises and also tastes great.”
Currently, Jim’s health-focused sodas are available in over 100 wellness centres, health food shops, and recovery hubs across the country. They can also be found through Kelly’s Distributors in Queensland. Plans are in place to expand online availability via Healthylife, the official health and wellness partner of Woolworths, in the near future.
What is the unique selling point of Jim’s new functional soda?
The soda combines protein and prebiotics, targeting both health-conscious consumers and those seeking high-quality fitness recovery options. It also avoids added sugars and caffeine.
Who are the founders of Jim?
Jim was founded by Aimee Tawhai, a former elite athlete turned entrepreneur, and her companion Jono.
Where can consumers purchase Jim’s functional sodas?
Jim’s sodas are available in over 100 wellness centres, health food shops, and recovery hubs nationwide, and through Kelly’s Distributors in Queensland. There are plans to expand online availability via Healthylife, Woolworths’ official health and wellness partner.
