The recently launched Jim is promoted as a “first-of-its-kind” Australian-made functional soda “packed” with protein and prebiotics.

Jim has hit the market with three nostalgic soda-inspired, “nutrient-packed” flavours, including:

• Golden Pash. “A tropical twist that’ll take you straight back to your tuckshop day and that iconic passion-y flavour you grew up with.”
• Lem’n’Ade. “Crisp, refreshing, and citrusy in all the best nostalgic ways. It will bring you right back to making a lemonade stand with your neighbour buddies.”
• Rarr-Berry. “Juicy and tangy – like a handful of your favourite red lollies from the corner shop.”

Each can contains 5g of protein, organic prebiotics, BCAAs + L-glutamine, and “absolutely” no sugar or caffeine.

Jim was started in a gym by two friends, Aimee Tawhai, a former elite athlete and business owner, and Jono, a flavour and brewing expert who’d spent years “behind the scenes” in the beverage world.

Ms Tawhai says fitness drinks have been dominated by gym bro culture for years.

“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 not sure where we fit in?” she says.

“I wanted something I’d drink myself. Something I’d give to my mum. Something that actually worked and actually tasted yum.”

Since launching in recent months, Jim has secured stockists in over 100 wellness centres, healthy grocers, and recovery hubs nationwide, including Kelly’s Distributors, Queensland’s “largest” independent beverage distributors. The full range will soon be available online via Healthylife, Woolworths’ official health and wellness partner. Monthly soda subscriptions are also available online at wedrinkjim.com.