DedCalm, a new British dairy brand founded by Will Jones, the former boss of FrieslandCampina UK, launched with a three-strong range of energy shakes.
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The line-up comes in Smooth Chocolate, Caramel Latte and Velvety Vanilla (RSP £2.75 for 330ml), with each bottle delivering 25g of protein and 92mg of caffeine from coffee bean extract, alongside lion's mane and green tea extracts, B12 and zinc. The brand is also part of Tesco's 2026 Accelerator Programme.
Jones is positioning DedCalm around cognitive as well as physical nutrition, crediting the ingredient lion's mane with reshaping how he thought about what a drink could do. "I didn't set out to create another drink," he said, asking: "Why do we only think about fuelling the body? Nutrition shouldn't stop at the neck." He frames the brand as a personal bet on an idea he felt was missing: "DedCalm isn't about creating another energy drink. It's about creating a better way to fuel modern life."
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