Melbourne-based startup Jim has launched a functional soda that blends protein and prebiotics, aiming to serve consumers interested in both elite fitness recovery and everyday health.
The range features three flavours: Golden Pash, Lem’n’Ade and Rarr-Berry. The company says each 330ml can contains 5gms of protein, organic prebiotics, branched-chain amino acids (BCAAs), and L-glutamine, with no added sugar or caffeine.
Founded by two friends, Aimee Tawhai, a former elite athlete and business owner, and Jono, Jim aims to provide a recovery beverage that is approachable and enjoyable, moving away from the traditional ‘gym bro’ market.
“Fitness drinks have been dominated by gym bro culture for years,” said co-founder Aimee Tawhai.
“Intimidating labels, overly sweet and artificial formulas, and ingredients that don’t actually do anything, but what about the rest of us? The people who want to feel good value our health and recovery, but are not sure where we fit in. I wanted something I’d drink myself. Something I’d give to my mum. Something that actually worked and actually tasted yum.”
Jim is stocked in more than 100 wellness centres, health food stores and recovery hubs nationwide, including through Kelly’s Distributors in Queensland, and will soon be available online via Healthylife, Woolworths’ official health and wellness partner.
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