A premium soda brand from Devon is making a decisive move into the luxury retail space, as JAMU secures a coveted listing at Harrods – one of the world’s most influential food and drink destinations.
From this month, JAMU’s all-natural sodas will be available in the Knightsbridge store’s iconic Food Hall, placing the brand alongside some of the most established and sought-after names in global gastronomy. For the independent producer, the listing marks a significant milestone – and a clear signal of ambition.
JAMU has built its reputation on flavour-forward sodas made with premium ingredients and antioxidant-rich botanicals, offering an alternative to traditional soft drinks without compromising on taste. Three flavours will launch at Harrods: Raspberry & Hibiscus, Lemon & Basil, and Cucumber & Pineapple.
“We are extremely proud for JAMU to be on the shelves in Harrods, rubbing shoulders with some of the leading brands and independent names in the food and drink sector,” said Patrick Grant-Sturgis, co-founder of JAMU.
“Harrods is one of the most iconic stores in the world, offering luxury, artisanal and premium products. It is a real honour to have secured this partnership, which will elevate the brand and help widen our customer base even further.”
Each 330ml can contains 6g of prebiotic plant fibre, fewer than 20 calories and no sugar, artificial sweeteners, colours or preservatives. The drinks also include vitamin C and zinc, are 14-allergen free and suitable for vegans – credentials that place JAMU firmly within the growing premium wellness drinks category.
For Grant-Sturgis, the partnership is as much about shared values as it is visibility.
“This listing will allow us to reach a whole new audience with our all-natural and deliciously-refreshing drinks. Our drinks are made with real fruit and botanicals with prebiotics, which aligns perfectly with Harrods commitment to offering its customers exceptional quality products,” he added.
Founded on a belief that soft drinks can do more than simply refresh, JAMU was created to combine natural ingredients with functional benefits – harnessing the power of plants to support hydration and wellbeing. The Harrods listing positions the brand at the intersection of health, flavour and luxury, signalling its intent to compete at the highest end of the market.
