- Low Calorie Donuts
- High Protein: excellent for gym goers and for people trying to lose weight, keeps you feeling fuller for longer
- Now with amazing 6 month shelf life with no artificial preservatives
Tom Neal founded Jim Buddy’s after becoming frustrated with other health food offerings that were always trade offs between taste and nutrition. Why not have both? Enter the High Protein Donut: All under 100 calories, 8-10 grams of Protein, No Added Sugar, High Fibre, Low Net Carbs, No Aspartame, No Gluten Containing Ingredients.
Tom ordered a donut pan from Amazon and began throwing ‘wholesome’ ingredients at it like oats, whey, eggs, coconut oil and natural sweetener from grape extract. The 24 year old Personal Trainer from Deptford, London had no background in food, but having gone from a comprehensive school in Bromley to studying Egyptology at the University of Cambridge, Tom says he knew that: ‘new ideas are made possible through persistence and an obsessional belief that it will work.’
The product soft launched at the BodyPower Expo 2016, with every penny of Tom’s savings riding on the bet that a donut at a fitness expo would be a crowd pleaser and not a joke. Turns out he was right! They were raved about by consumers and celebrity influencers alike which was the proof of concept needed to justify commercialising the product for supermarket shelves. Packaging, Bar Codes, Shelf Stability, the works.
In just two years the product has gone from a pancaked mess in a Deptford flat kitchen to an international brand. After much development on the latest version of the product launching in May 2018, the donuts will have a much longer ambient shelf life without the use of artificial preservatives; staying true to the ‘health donut’ claim. Distributors in over 27 countries in EMEA are on the list to take in the product and a US launch is on the cards for the summer. The tone of voice for the brand is at it’s core a health product, but with a tongue-in-cheek attitude that has been likened to ‘The Ben and Jerry’s of Fitness’.
Tom says:
‘A pervasive issue in food is the trade off between good nutritional values and ingredients: health and taste. Every day more and more people struggle with a host of health issues caused by poor nutrition. Someone needed to do this. It happens to be Jim Buddy. I want to build Jim Buddy to be a real helping hand to people’s goals with their diet. The number one factor to success with any health and fitness goal is adherence; sticking to the plan consistently. With these donuts you can eat on urge, impulse and desire and actually have it move you towards your long term goals. As if by accident it's great for you nutritionally- but it doesn't taste like it should be!
I always knew the value of owning a niche. If you position yourself as “THE *insert product here*” your brand will have power. You will own that position in the mind of the consumer so when they think of the product they think of you. When you think Protein Donut, you think Jim Buddy’s. We sell the experience of a sugary ‘cheat’ food as part of your daily health plan. That is the value Jim Buddy’s provides and I think that is truly special.’
More information can be found at jimbuddy.co.uk, instagram.com/jimbuddy and facebook.com/jimbuddyuk.