Bayern's Jonathan Tah joins Caro Daur backing Hamburg soda startup Joony's
What's the deal? Germany international footballer Jonathan TahDealroom has a profile for this one. Try Dealroom → has invested in Joony's, a Hamburg-based drinks startup less than a year old. The Bayern MunichDealroom has a profile for this one. Try Dealroom → defender joins a growing investor list that already includes actress and entrepreneur Caro DaurDealroom has a profile for this one. Try Dealroom → and food influencer Andy ZinglerDealroom has a profile for this one. Try Dealroom →.
What does the company do? Joony's sells what it calls "Natural Soda" — water mixed with fruit juice and natural ingredients, positioned between water and traditional lemonade. The drinks contain a 15 to 20% fruit juice share and, according to the founders, no added sugar, sweeteners, or artificial flavours.
The four flavours — peach, lemon, grapefruit, and passion fruit — have been available nationwide since July across EdekaDealroom has a profile for this one. Try Dealroom → stores, online retail partners, select restaurants, and travel retail outlets such as Press & BooksDealroom has a profile for this one. Try Dealroom → and K KioskDealroom has a profile for this one. Try Dealroom →.
Who else is backing it? Ex-model and podcaster Melisa DobrićDealroom has a profile for this one. Try Dealroom → and her husband and podcast partner Florian Dobrić-GerlDealroom has a profile for this one. Try Dealroom → are joining as investors and community partners. "The more intensively we engaged with it, the clearer it became: We don't just want to watch, we want to actively take part," Dobrić said (translated from German).
Tah, who was born in Hamburg and once played for local club HSVDealroom has a profile for this one. Try Dealroom →, tied his decision to the product and the team. "I only invest in products I stand behind 100 percent," he said (translated from German). "We all come from Hamburg and hit it off immediately."
What's the endgame? Founders Bijan Mashagh and Josa Rödiger say the goal is to build a new drinks category, not just add another product to the shelf. "For that we need partners who don't just invest, but understand Joony's and actively shape the brand," Rödiger said (translated from German).
The signal: Joony's fits a broader shift toward low-sugar, natural beverages, using celebrity backers to build reach fast. With products already in national retail before its first birthday, the startup is betting that recognisable names can accelerate what would otherwise take years.
Read more: abendblatt.de
Image credit: JeepersMedia
