What if salt, long considered a dietary villain, was actually the key to better hydration and wellness? Enter Jason Thomas and Cale McPherson, co-founders of Sodii, the Aussie electrolyte brand that’s challenging everything we thought we knew about hydration. With their clean, science-backed products, sourced from WA’s pristine Lake Deborah and educational approach, this duo is redefining the role of salt in our daily lives (and building a stellar brand in the process!)
Starting Sodii during the turbulence of COVID, Jason and Cale took a calculated, grassroots approach to scale their brand. Now stocked in over 650 retailers—including boutique gyms, health food stores, and chemists—they’ve proven that a commitment to education, innovation, and values-driven business practices can create a recipe for success.
Reframing the Narrative to Create Demand
Sodii wasn’t just about creating a product; it was about rewriting the story around hydration. With big names like Gatorade and Powerade dominating the existing hydration market, Jason and Cale identified a niche for a clean, science-backed electrolyte solution that wasn’t stuffed with artificial ingredients or sugar.
“When we started, the hydration space was dominated by sports drinks loaded with sweeteners…We knew people deserved better, so we focused on real science and pure ingredients to deliver hydration without the junk.”
Their point of difference? Sodii sources its salt from WA’s Lake Deborah, an ancient inland lake that avoids the pollutants found in sea salt.
We’re proud to use Australia’s only organic salt, hand-harvested and free from microplastics. It’s arguably the purest in the world.
When it comes to the perception of salt as a nutritional powerhouse, the duo said that the research is there, but it hasn’t caught up with public knowledge. Jason and Cale are on a mission to prove salt isn’t the enemy—and is instead an essential mineral that fuels hydration and performance. They knew they just needed a product to match. By educating customers about the benefits of salt for hydration, especially in Australia’s hot summers, Sodii has challenged misconceptions and created demand beyond athletes, tapping into a wider wellness market.
Building a Base Through Niche Communities
Launching during COVID could have been a challenge, but Jason and Cale saw it as an opportunity to focus their efforts. Instead of chasing mass-market appeal, they connected with niche communities like keto-focused Facebook groups, boutique gyms, and small health food stores.
“We didn’t launch with big campaigns. We reached out to communities who would get the most benefit from our product—athletes, wellness enthusiasts, and even people trying low-carb diets.”
Their grassroots approach paid off. Over time, word-of-mouth and authentic connections turned into exponential growth. The growth they saw was organic. They simply focused on the right people first, and let them do the rest.
By targeting early adopters, we built credibility and trust. They’re the ones who told their friends and pushed Sodii to the next level.
It was a tactic that more than paid off. Today, Sodii is now stocked by over 650 retailers across Australia and New Zealand, proving that scaling doesn’t mean rushing. It’s about getting your product into the hands of the right people first and letting them amplify your message.
Brand-First Performance Marketing
While some brands might chase trends or market gimmicks, Jason and Cale have stayed laser-focused on Sodii’s mission: providing clean, effective hydration without shortcuts.The duo resist chasing gimmicks, even when it’s tempting.
“We had people suggest we market Sodii as a hangover cure.“Sure, it works in that context, but we’re focused on wellness, hydration, and performance. That’s who we are, and we won’t compromise on that.”
This dedication extends to customer experience, too. Cale explained that listening to customers and improving based on feedback is part of staying true to their values. Afterall, it’s not just about selling—it’s about creating something people can trust.
“When people pointed out packaging issues or clumping from humidity, we took that seriously and made improvements. Listening to your customers isn’t optional—it’s how you build trust.”
Their refusal to compromise has built a loyal customer base and positioned Sodii as a credible player in a crowded market.
Building a Brand That Lasts
Sodii isn’t just about salt. It’s about challenging assumptions, educating customers and delivering products that make a real difference. Jason and Cale’s journey shows that creating demand is about more than selling—it’s about shifting the narrative. Whether you’re starting small, building a brand or responding to feedback, if you lead with values and focus on your audience, success follows. Salt skeptics, consider yourselves converted.
