Written by Rodrigo Murguia
California has long been a place where new wellness habits take hold, which makes it a no-brainer as the next natural step for Jubi Brands, the Bedford Hills–based company bringing Lion’s Mane and Kava into the daily supplement market. Jubi offers plant-based soft drinks crafted with premium ingredients in an attempt to provide greater focus and calm to one’s routine without using synthetic stimulants.
The company has been steadily moving from a regional launch to national distribution, reaching more than 1,000 stores in its first year and expanding online. Delmore’s view is straightforward: long-standing botanicals deserve a modern, reliable format backed by real testing.
As the brand steps into the California market, its Chief Marketing Officer Matthew Delmore sits down to explain how Jubi hopes to support all kinds of professionals looking for reliable beverages to stay balanced throughout the day.
Inside Jubi Brands’ New Kind of Daily Performance Ritual
Across the state, wellness has been shifting its goals to help people find peace of mind throughout the day while still allowing them to be functional. Jubi’s arrival fits neatly into that market with their Lion’s Mane and Kava shots. The first delivers clarity through a blend of extracted Lion’s Mane and supportive nootropic ingredients with natural caffeine, whereas the second offers a gentle sense of relaxation using kava root extract in a simple two-serving format.
As Jubi expands its presence on the West Coast, Matthew Delmore notes that both products were designed to support Californians who want simple options that match the pace of their everyday lives.
What have you observed about why Lion’s Mane and Kava resonate with today’s wellness consumer?
Matthew: What I’ve seen is a lot of people are looking for something that helps them feel steady throughout the day without swinging between extremes. So many options out there are built around jolting you awake or knocking you out, and that leaves a lot of people feeling drained.
I also notice a real interest in routines that feel simple and manageable. People tend to stick with things that fit easily into their day, and these ingredients lend themselves well to that kind of approach. From my perspective, the appeal really comes down to the ability to add something supportive without having to redesign an entire lifestyle.
Why expand into California after establishing roots on the East Coast?
Matthew: California has a culture that naturally matches what we make. People here pay attention to ingredients, they tend to choose plant-based options, and they don’t want to be bogged down by what they consume, especially not during a busy day.
I also think it makes sense to zero in on a place where wellness is more of a lifestyle than a trend. California has a mix of creators, athletes, and people in fast-paced careers who already think about finding that type of balance. In that sense, Jubi could clearly be a part of that daily landscape.
What principles inform how Jubi creates and delivers its products?
Matthew: For us, it starts with transparency and testing. We test everything we make, follow strict GMP standards, and keep the formulas as clean and direct as possible. Our goal is for people to pick up a shot and immediately understand what they are taking and why it is there.
That clarity is crucial to us. If a customer trusts the product, then it becomes a real part of their daily routine and not something they try once and forget about.
How do Lion’s Mane and Kava fit into the way Californians move through their day?
Matthew: Lion’s Mane historically offers a steady, grounded mindset that lets people handle long stretches of creative work, physical training, or back-to-back obligations. Our Lion’s Mane shot is built to deliver that effect in a quick, simple format, and its clean packaging makes it easy to fold into a routine.
Kava, on a similar note, can be a great assistant when it comes to easing your way back after a long day. It carries a long cultural history, so we handle it with real respect in how we source, develop, and educate around it. The Kava shot provides a gentle, centred form of relaxation, really ideal for winding down.
Together, we believe the two products create a balanced arc that fits how many Californians want to move through their lives: steady (but calm) when the day is full and grounded when the day finally slows.
What’s next for Jubi as you start tackling different markets?
Matthew: We’re currently working to develop new products in the style of what we’ve already done. We want to offer more choices that people can use throughout different parts of their day, and we spend a lot of time making sure each formula stays simple and reliable. The goal is variety without complicating things.
In the long run, I also personally want Jubi to set a higher bar for how functional beverages are made in this country. And really, that can only happen if we make sure people trust our product.
Energizing California’s Mindful Hustle
As Jubi’s formulas reach more of California, the brand is taking a practical place in the state’s need for steady, plant-based support. With its clear sourcing and testing, and products built for everyday routines, Jubi is walking the walk and proving its legitimacy (and quality products) with no need for lofty claims, showing a straightforward commitment to helping people keep pace with the rhythm and priorities of life in the Golden State.
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