Bobby

What Bobby does

Bobby is a Melbourne-based, privately held beverage company that produces and distributes a portfolio of 'better-for-you' carbonated soft drinks under the bobby brand. Founded in 2021 and launched commercially in 2022, the company formulates its drinks with all-natural ingredients, the Sunfiber prebiotic at 0.5% per can, and a custom blend of erythritol, steviol glycosides, and minimal sugar, producing 97-98% sugar-free, 32-44 calorie, ambient shelf-stable 330ml cans across 13+ flavors including Cola, Vanilla Cola, Creamy Soda, Ginger Beer, Passion Fruit, Berry, Grape, Orange, Lemon, Lemon Lime, Doctor Bobby, Chinotto, and limited-edition Strawberries & Cream. The portfolio is supplemented by mixed variety packs, a Billy Water sub-brand in still and sparkling formats, and limited-edition merchandise collaborations with apparel and jewelry brands.

Bobby operates a hybrid go-to-market model. Direct-to-consumer sales run through a Shopify-powered storefront at drinkbobby.com, with a Recharge-powered subscription offering a 15% discount, free delivery, and 2/4/6-week cadence options. Nationally ranged retail distribution in Australia covers Woolworths, Coles (including Coles Express convenience locations), IGA, Harris Farm, and Market Organics, and in March 2025 the company expanded into New Zealand through Foodstuffs North Island, stocking both grocery and cafe channels. Revenue is generated primarily through one-off can sales (16-pack format at A$66, 8-pack limited editions at A$36), recurring DTC subscriptions, gift cards, and brand-extension merchandise. The company is small (1-10 employees), has not disclosed revenue, and is opening an equity raise via OnMarket with stated intent to triple its marketing budget and scale from an emerging to an established brand.

Name

Bobby

Legal name

Bobby

Website

https://drinkbobby.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Bobby is a Melbourne-based beverage company that makes low-sugar, low-calorie, prebiotic carbonated soft drinks sold across major Australian and New Zealand retailers and direct-to-consumer via a subscription-enabled online store, targeting health-conscious consumers seeking better-for-you alternatives to traditional sodas.

Ownership category

akta.pro rank

Product category

Better-for-you soft drinks (functional carbonated beverages)

NAICS

Soft Drink Manufacturing (312111), Soft Drink and Ice Manufacturing (31211)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Probiotic/Prebiotic Functional Beverage Production (Non-Fermented) (AFAFAFAE), Prebiotics & Dietary Fibers (Inulin, FOS/GOS, Resistant Starch, Beta-Glucan, Psyllium) (AFAJAKAF)

Keywords

• Low sugar soft drinks
• Prebiotic beverages
• Better-for-you sodas
• Natural carbonated drinks
• Functional soft drinks

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Product Sales - Direct to Consumer: Online sales of soft drink products through drinkbobby.com. Customers can purchase individual 16-packs, mixed packs, or subscribe for recurring deliveries with 15% discount and free delivery.
2. Retail Distribution: National ranging across major retailers (Woolworths, Coles, Coles Express, IGA) and independent specialty stores (Harris Farm, Market Organics). Products available in-store for one-time purchase.
3. Merchandise and Collaborations: Limited edition merchandise collaborations including apparel (t-shirts, tanks via Exotic Import) and jewelry (pendant necklaces, rings via Franko). These are one-time product sales.
4. Equity Capital Raise: Company opened expressions of interest for upcoming equity raise through OnMarket platform to scale from emerging to established brand. Capital to triple marketing budget.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels13 records

Core offering

Bobby manufactures and sells better-for-you carbonated soft drinks made with all-natural ingredients, low sugar (97-98% sugar free), low calories (32-44 per 330ml can), and added Sunfiber prebiotic fiber for digestive health. The portfolio spans 13+ flavors sold as 16-packs, 8-packs, curated mixed variety packs, and limited-edition collaboration flavors, distributed via DTC e-commerce with subscription and through national retail in Australia and New Zealand.

Product overview

Bobby is a Melbourne, Australia-based better-for-you soft drink company offering a portfolio of carbonated beverages positioned as alternatives to traditional sodas. The core product line consists of 13+ flavors of soft drinks (Cola, Creamy Soda, Ginger Beer, Passion Fruit, Vanilla Cola, Grape, Berry, Lemon Lime, Lemon, Orange, Doctor Bobby, Chinotto, and limited-edition Strawberries & Cream) sold primarily as 16-pack or 8-pack formats. The products share key attributes: all-natural ingredients, 97-98% sugar free formulation, low calories (28-44 per 330ml can), and added prebiotics (Sunfiber) for gut health positioning. The portfolio is supplemented by curated variety packs (Taste Tester, The Goats, Cola Classics, The Fruity), a subscription service for recurring orders, Billy water products (still and sparkling), gift cards, and limited-edition merchandise collaborations including apparel (Exotic Import) and jewelry (Franko). The company sells direct-to-consumer via drinkbobby.com and through national retail distribution (Woolworths, Coles, IGA, Harris Farm, Market Organics) in Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Bobby Soft Drinks (Core 16-Pack Line) Better-for-you carbonated soft drinks with all-natural ingredients, 97-98% sugar free, 32-44 calories per 330ml can, and 0.5% Sunfiber prebiotic fiber for gut health. Sold as 16-pack or 8-pack format in 13+ flavors.
• Mixed Variety Packs Pre-curated variety bundles including Taste Tester Pack (one of each flavor), The Fridge Filler (bulk party pack), The Goats Pack (best-sellers: Ginger Beer, Cola, Lemon Lime, Creamy Soda), Cola Classics Pack (Cola, Doctor Bobby, Vanilla Cola), and The Fruity Pack (Lemon, Orange, Passion Fruit, Berry).
• Subscribe & Save Subscription Service Recurring delivery subscription offering 15% off every order, free delivery, and VIP access to new products. Delivery cadence options of 2, 4, or 6 weeks; customers can swap flavors, skip deliveries, or cancel anytime. Powered by Recharge.
• Billy Water (Still and Sparkling) Australian spring water sold as a 24-pack of 500ml cans, available in still and sparkling (with natural CO2 added) variants under the Billy sub-brand.
• Bobby Gift Card Digital gift cards delivered via email, available in denominations of AUD $25, $50, $75, $100, $125, $150, and $250, redeemable at checkout on drinkbobby.com.
• Bobby x Franko Jewelry Collection Limited-edition sterling silver jewelry collaboration featuring bobby-branded pendant necklace (AUD $200) and topaz ring (AUD $180), made in Sydney.
• Bobby x Exotic Import Apparel Limited-edition apparel collaboration with Exotic Import featuring bobby-branded t-shirts and tank tops, released as a one-time collection.
• Chinotto (Freddy's Collaboration Flavor) Limited-edition Chinotto flavor co-developed with Freddy's, offering a sweet, bold, and zesty low-sugar take on the Italian classic with all-natural ingredients.
• Hard Ginger Beer (Bobby x Range Brewing) Alcoholic hard ginger beer co-developed with Range Brewing using bobby flavor expertise; low sugar, big flavor, and minimal calories.

Quantifiable outcome

• 97-98% sugar free formulations
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Freddy'scoreStrategic or Co-development Partner · 1 January 2025Collaboration to reimagine Italian classic Chinotto. Co-created a low-sugar bitter orange soft drink with all-natural ingredients. Sweet with a bit of flair and slight bitterness. Launched with dedicated party event.
• Lucy & Nikki (Happy Hour Podcast)minorGTM or Marketing Partner · 1 January 2025Collaboration to create limited edition Strawberries & Cream flavor. Lucy & Nikki are podcast queens, fashion icons, and it-girls known from Happy Hour podcast. Flavor created to match their fun, vibrant personality.
• Range BrewingminorStrategic or Co-development Partner · 1 January 2025Collaboration to create first hard ginger beer. Bobby provided flavor expertise for brewing ginger beer into an alcoholic beverage. Low sugar, big flavors, minimal calories in the alcoholic version.
• Exotic ImportminorGTM or Marketing Partner · 1 January 2025Limited edition merchandise collaboration featuring 2 t-shirts and 1 tank top. 'bobby x Exotic Import' collection was a limited run once-available range.
• Bae JuiceminorGTM or Marketing Partner · 1 January 2025Collaborated on rooftop party event. Bae Juice is a Korean pear-powered hangover prevention drink. They provided products at the event to keep spirits high and hangovers low.
• BaxterminorGTM or Marketing Partner · 1 January 2025Vodka partner for rooftop party event. Their vodka was used in cocktails mixed with bobby soft drinks.
• 35mm CominorGTM or Marketing Partner · 1 January 2025Photography partner for rooftop party event. Captured the magic on film during the event.
• FrankominorGTM or Marketing Partner · 1 January 2025Jewellery collaboration creating limited edition bobby x Franko pieces - pendant necklaces ($200) and topaz rings ($180). Handcrafted 925 sterling silver jewellery with bobby branding. Made in Sydney.
• Foodstuffs North Island LimitedcoreChannel Partner/ Reseller/ Distributor · 1 January 2025Major New Zealand retailer and distributor for North Island. Stocking bobby products in their stores and iconic cafes across New Zealand.
• Coe and CoeminorGTM or Marketing Partner · 1 November 2024Block party partner at Coe and Coe Cremorne venue. Multiple block party events held at their location, with bobby providing drinks, music, and good times.
• Darling DistilleryminorStrategic or Co-development Partner · 1 February 2024Created 'not bobby' Cherry and Berry Christmas Gin - a collaboration gin blending bobby's Berry charm with Darling Gin. Sold separately as 'not bobby' alcoholic product.
• Ability FestminorGTM or Marketing Partner · 1 January 2024Official soft drink partner of Ability Fest, presented by Dylan Alcott Foundation, Untitled Group, and triple j. Festival champions accessibility, inclusion, music, and good times with 100% of proceeds going to The Dylan Alcott Foundation.
• Flip FilmminorImplementation/ SI/ Consulting Partner · 1 January 2024Video production partner for 'building bobby' documentary series. Produced the YouTube series showcasing behind-the-scenes of building the brand.
• WoolworthscoreChannel Partner/ Reseller/ Distributor · 1 January 2022Major Australian supermarket chain offering national ranging for bobby products across their supermarket chain and Metro stores.
• ColescoreChannel Partner/ Reseller/ Distributor · 1 January 2022Major Australian supermarket chain offering national ranging for bobby products across their supermarkets, Coles Local, and Coles Express convenience stores.
• IGAminorChannel Partner/ Reseller/ Distributor · 1 January 2022Independent grocery chain offering bobby products in independent supermarkets across Australia.
• Harris FarmminorChannel Partner/ Reseller/ Distributor · 1 January 2022Specialty health-focused retailer offering premium better-for-you products. Aligned with bobby's health positioning.
• Market OrganicsminorChannel Partner/ Reseller/ Distributor · 1 January 2022Organic and natural products retailer aligned with bobby's better-for-you positioning.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Olipop: US-based prebiotic soda brand offering better-for-you carbonated soft drinks with similar formulation philosophy (low sugar, functional fiber). Closest comparable in category, stage, and positioning to Bobby and a clear global benchmark for scale-up.
• Remedy Drinks: Australia-based functional beverage brand (kombucha, switchel) sold in Woolworths and Coles. Closest ANZ peer operating in the same retail aisles as Bobby with comparable better-for-you positioning.
• Mojo: Australia's leading kombucha brand, sold nationally across Woolworths, Coles, and IGA. Competes for the same functional beverage consumer and shelf set in the Australian market.
• Poppi: US prebiotic soda brand acquired by PepsiCo. Direct competitor with similar low-sugar, apple-cider-vinegar/prebiotic positioning. Recently expanded internationally via Walmart, representing both a comparable model and a competitive threat as it enters APAC.
• Nexba: Australia-based naturally sugar-free beverage brand offering kombucha and functional drinks. Competes for the same health-conscious shelf space and consumer occasion in major Australian retailers.
• StrangeLove: Melbourne-based premium soda and mixer brand. Directly comparable on geography (Melbourne HQ), premium pricing strategy, and craft positioning within Australian independent and major retail.
• Culture Pop: US better-for-you soda brand with prebiotic and probiotic functional positioning. Direct comparable in product architecture (probiotic soda) and target consumer (health-conscious millennials/Gen Z).

Broad incumbents

• Coca-Cola Europacific Partners: Largest soft drink bottler and distributor in Australia and New Zealand, with control of Coca-Cola, Sprite, and Coke Zero shelves. Sets pricing and ranging norms that Bobby must operate within at Woolworths and Coles.
• Asahi Group Holdings: Owns the legacy Solo brand (iconic Australian lemon drink Bobby explicitly invokes as nostalgia inspiration). Asahi has deep Australian retail relationships and the resources to launch competing better-for-you SKUs if the category proves durable.

Others

• Cott Corporation: Large private-label and contract beverage manufacturer. Comparable as a potential co-manufacturing partner or co-packer for Bobby given its documented manufacturer-bankruptcy disruption and small in-house team (1-10 employees).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/drinkbobby
• LinkedInlinkedin.com/company/drinkbobby
• Instagraminstagram.com/drink_bobby
• TikToktiktok.com/@drinkbobby
• Pinterestpin.it/6UYMKodRb

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bobby