Better-for-you soft drink brand, bobby, has opened expressions of interest for its upcoming equity raise through OnMarket. Since launching in 2022, the company has expanded from four to 13 flavours, and secured national ranging across major and independent retail.
Born from seeing the success of US brands like Olipop and Poppi taking on huge companies like Coca-Cola head on, bobby jumped onto the scene just as the functional beverage trend was really gaining steam in Australia.
Described as sitting in the white space between nostalgic corner-store favourites and modern functional wellness, the company has validated the product-market fit, proven retail demand and built brand equity. Now, it's ready to move from an emerging to established brand.
Bobby’s comprehensive flavour range includes Grape, Vanilla Cola, Doctor Bobby, Lemon Lime, Lemon, Orange, Cola, Ginger Beer, Passion Fruit, Berry, and Creamy Soda. Last year it also branched out into limited-edition collaborations, including a Strawberries & Cream flavour with founders of the Happy Hour podcast, and a flavour inspired by Italian Chinotto, with Freddy’s Pizza.
The raise will be used to increase the company’s marketing budget threefold, tackling the challenge of getting the bobby name out there and attracting a larger consumer base.
Bobby founder, Kristian Johannsen, said building the company has been one of the hardest and most rewarding things he’s ever done.
“What started as a simple idea, bringing back the nostalgic soft drinks we grew up with but making them cleaner, better and more relevant for today, has grown into something much bigger than I imagined. Not just a drink, but something with personality and purpose,” said Johannsen.
“Building a brand from the ground up is never linear. But what keeps pushing us forward is the belief that the soft drink category deserves a real shake up and that brands can still stand for something.
“This next chapter is about scaling what we’ve built, expanding our reach, and continuing to grow bobby into a brand that can stand alongside the biggest names in the category while staying true to who we are,” he said.
Head to onmarket.com.au to learn more and register interest.
