Former FrieslandCampina UK boss launches DedCalm energy-shake brand

DedCalm has entered retail with three dairy-based energy shakes: Smooth Chocolate, Caramel Latte and Velvety Vanilla. The recommended retail price is £2.75 for a 330ml bottle. The products are being introduced through Tesco, where the brand has also joined the retailer’s Accelerator programme.

Each bottle provides 25g of protein and 92mg of caffeine. The caffeine comes from coffee bean extract. The formulation also includes lion’s mane extract, green tea extract, vitamin B12 and zinc.

Jones founded DedCalm after serving as managing director of FrieslandCampina UK&I. He said the brand was developed around the proposition “Energy. Built Different”. The company presents the drinks as a combination of nutrition and energy in a single dairy product.

“Protein has become a familiar part of everyday nutrition,” Jones said. “With DedCalm, we wanted to build on that rather than make protein the whole story – bringing it together with caffeine and selected ingredients in one convenient dairy drink.” He described the approach as “our new approach to energy: built on nutrition”.

Richard Wood, Tesco’s director for meat, fish, poultry, dairy and eggs, said the retailer was seeking new products that were different for its customers. “We’re delighted to be launching the brand at Tesco and to have DedCalm as part of our Tesco Accelerator programme,” he said.

The Tesco launch is being supported by a national brand campaign. The launch activity also includes product sampling, social-media content and creative work. The three listed variants are the brand’s initial retail range, with the price and nutritional information applying to the 330ml bottles.