“I never set out to create another energy drink.”
In fact, the idea for DedCalm started because I became increasingly frustrated by the choices already available.
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 intake and paid much closer attention to nutrition. I felt better for it, 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. Most products focused on muscle recovery or simply added protein to existing foods. 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 fascinated by cognitive nutrition.
Not because I was looking for shortcuts, but because 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, Lion's Mane, 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 doesn't just demand physical energy. It demands focus, resilience, clear thinking and sustained performance. 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.
We believe you shouldn't have to choose between proper nutrition and sustained energy. We believe the future of food lies in supporting both physical and cognitive performance together.
People often ask whether leaving my corporate career was one huge leap of faith.
It wasn't.
I spent many years building brands, developing 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. 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 work, family, fitness and everything in between.
For people who don't just want more stimulation.
For people who want better nutrition.
Will Jones
Founder, DedCalm
So I backed myself.
