With the recent US$1.95 billion acquisition of prebiotic soda brand Poppi by PepsiCo, emerging Australian soft drink brand bobby has launched an equity crowdfunding initiative on OnMarket. This campaign invites professionals in the beverage industry and retail investors to support the promising growth story in the Australian soft drink market.
Now boasting national distribution across more than 3,000 outlets—including Coles, Woolworths Metro, and Harris Farm—bobby is ideally positioned to leverage the increasing consumer demand for nostalgic, flavorful soft drinks with reduced sugar content and added functional benefits.
Founder Kristian Johannsen, who has extensive experience with renowned consumer brands like Barbie, Hot Wheels, Piping Hot, and Minor Figures, has led bobby through impressive annual growth since its launch in FY22. The brand reports that its year-to-date revenue has reached $3 million, representing a 100% increase compared to the same period last year.
“We have demonstrated solid demand and established more than 3,000 stockists while investing about 4% of our revenue in marketing, significantly lower than category norms closer to 12%,” Johannsen said. “This fundraising effort will help us enhance visibility and invest appropriately in the fast-moving consumer goods (FMCG) sector as the market evolves.”
The acquisition of Poppi has transformed the perception of better-for-you soft drinks from a niche wellness trend to a category with credible billion-dollar exit opportunities. Reflecting trends seen in the U.S., the proportion of Australians consuming sugary soft drinks has declined from nearly 50% in the mid-1990s to 28.9% today, while functional beverages are expanding at approximately four times the growth rate of traditional soft drinks.
bobby offers a range of twelve nostalgic flavors, including Creamy Soda, Cola, Ginger Beer, and Passion Fruit, which are resonating strongly with both retail and foodservice sectors.
General Manager Liam Dodds emphasized: “The Poppi acquisition indicates that better-for-you soft drinks have evolved from an emerging trend to a strategically important category. We believe the Australian market is entering a scaling phase, and we are well-prepared with established distribution, brand recognition, and a suitable product fit.”
The funds generated from this crowdfunding effort will support increased marketing initiatives, retail spending, product development, staffing, and deeper engagement in wholesale channels as bobby seeks to expand within Australia’s rapidly growing functional beverage market, which is projected to reach $791 million by FY27.
The equity crowdfunding campaign is currently active on OnMarket, presenting an opportunity for industry professionals and interested investors to back one of Australia’s most promising beverage success stories.
Key Takeaways
- bobby has launched an equity crowdfunding campaign on OnMarket.
- Distribution spans over 3,000 outlets, including major retailers.
- Year-to-date revenue has doubled since last year, reaching $3 million.
- The brand focuses on nostalgic flavors with lower sugar and added benefits.
- The Australian market is seeing a shift towards functional beverages.
- Funds will be used for marketing, product innovation, and expansion.
FAQ
What is bobby’s main product offering?
bobby offers a variety of twelve nostalgic flavors, focusing on lower sugar and functional benefits.
Where can bobby products be found?
bobby products are available in over 3,000 locations, including major supermarkets like Coles and Woolworths.
What are the growth prospects for the functional beverage market in Australia?
The functional beverage market in Australia is expected to reach $791 million by FY27, indicating significant growth potential.
How has pricing for marketing changed in the beverage industry?
Companies like bobby are spending about 4% of revenue on marketing, which is lower than the category average of around 12%.
