The Founders Story
“Creating a better way to fuel modern life.”
I didn’t set out to create another drink. The idea for DedCalm® started because of lived experience.
Like millions of people, I lived a busy life. Long days at work, family life, constant decisions and the challenge of staying focused from morning until evening. I used energy drinks when I needed them, but they always felt like a compromise. They gave me a quick lift, but they weren't something I genuinely wanted to fuel my body with.
At the same time, I was changing the way I ate. I reduced sugar and refined carbohydrates, increased my protein and fibre intake and paid much closer attention to nutrition. I felt better for it, especially in the afternoons, that post-lunch dip dissapeared, but I still found myself searching for something that could help me maintain steady energy and mental clarity throughout demanding days.
That's when I realised there was a gap.
“Protein had become one of the biggest success stories in nutrition. Consumers understood its importance and were actively looking for more of it. Yet the drinks category hadn't really evolved. Very few asked what the next generation of functional nutrition could look like.
Then my curiosity took me somewhere unexpected….”
Why do we only think about fuelling the body?
I became interested by cognitive nutrition. I wanted to understand why some days I felt mentally sharp and other days I struggled to concentrate. I spent months reading, learning and experimenting with different ingredients and approaches. One ingredient in particular helped me. Lion's Mane. It made me think differently about what nutrition could become.
It led me to ask a simple question.
Why do we only think about fuelling the body?
Modern life isn’t just demanding on our body, it demands focus, resilience, clear thinking. We spend so much time talking about feeding our bodies, yet very little time talking about feeding our minds.
That became the foundation of DedCalm®
We believe nutrition shouldn't stop at the neck and that the future of food lies in supporting both the body and the mind together.
“So I backed myself.”
People often ask why I took this step, and whether it was a huge leap of faith.
It wasn't really. Because, in truth, it wasn't all that planned. But when the opportunity came, I believed I could do it.
I’d spent many years building brands across travel and food, developing consumer products and learning how the food and drink industry works. When the opportunity came to pursue this idea, it simply felt like the right time to explore it.
One conversation led to another. One introduction became ten. An idea became a formulation. A formulation became a prototype. And before long, I realised this wasn't just an interesting concept anymore. It was something I genuinely believed needed to exist.
So I backed myself.
“DedCalm isn't about creating another energy drink. It's about creating a better way to fuel modern life.
For everyone trying to balance life, work, family and everything in between.
For people who want better nutrition.”
Will Jones
Founder, DedCalm®
