Shake things up: How Sodii is making hydration a little bit saltier

When Cale McPherson and his co-founder started tinkering with salty water as part of their health and wellness routine, they didn’t expect it would lead them to build one of Australia’s fastest-growing hydration brands. But as they experimented with electrolytes—adding generous doses of salt, potassium, and magnesium to their daily drinks—they couldn’t ignore the benefits.

“The difference in energy, focus, and performance was clear,” Cale says. “But drinking salty water quickly became tough, prompting a search for a better solution.”

That search turned into Sodii: a premium, sugar-free electrolyte product designed to change how Australians think about salt, hydration, and overall wellbeing. And they haven’t just made a splash. Sodii is now stocked in more than 650 retailers across the country and is expanding fast.

Yes, salt can be good for you

Sodii’s story started with a simple question: Why was something as essential as salt getting such a bad rap?

A deep dive into the science of hydration and sodium flipped everything the team thought they knew on its head. “We came across a book by a US-based doctor, which challenged everything we thought we knew about salt,” Cale explains. “It became clear that while salt has been unfairly misunderstood, it plays a critical role in hydration and overall wellbeing.”

As Cale and his co-founder, Jason Thomas began experimenting with their own blends, they realised there was a huge gap in the Australian market. “No one was championing the electrolyte category with premium ingredients, and salt had long been misunderstood,” he says. “We decided to change the narrative. Our mission is to re-educate Australians on the true benefits of sodium, magnesium, and potassium.”

From passion project to powerhouse brand

While Sodii may seem like an overnight success, it’s the result of years of hard work. Before launching the brand, Cale and Jase cut their teeth running Divide Agency, a creative agency specialising in branding, design, and marketing. Those skills proved invaluable when Sodii went from a side hustle to a full-time focus.

“What started as a passion project quickly evolved,” Cale says. “By 2023, we went all in to build Australia’s highest-rated electrolyte product and brand.”

The team’s strong background in branding and design became a real advantage as Sodii grew. It allowed them to ensure that every touchpoint of the brand stood out and connected with customers.

“We invested heavily in custom packaging, ensuring that every detail, from the design of our sachets to our bespoke shipping boxes, created a premium, memorable experience right at the doorstep,” says Cale. “We wanted people to feel like something special had arrived.”

Sodii’s slow, strategic growth

For Sodii, growth has been all about getting the basics right before scaling up. “In the early days, we were laser-focused on owning every single consumer touchpoint, which is why we started as a direct-to-consumer business,” Cale explains.

This approach meant the team could gather real feedback from their community and perfect the product before expanding into retail. “Before venturing into wholesale, we wanted to build brand equity online. It meant that when we eventually hit the shelves, we weren’t starting from scratch with consumers,” he says.

Once they were ready to scale, the team took a thoughtful approach—partnering with micro-communities, events, and organisations that aligned with their brand. “It’s been a journey of strategy, creativity, problem-solving, constant learning, and backing ourselves in,” says Cale.

Shifting mindsets, one salty sachet at a time

One of Sodii’s biggest challenges has been getting people to rethink electrolytes as an everyday product, not just something for athletes or when you’re under the weather.

“We had, and still do have, a challenge of people thinking only athletes can use them,” Cale says. “We overcome this by making sure our brand, packaging, content, website, eally all our touchpoints, strike the right balance to appeal to our audience.”

According to Cale, Sodii’s not just about selling a product. It’s about changing the conversation around hydration and health. “We set out to change that mindset by transforming electrolytes into a daily wellness habit,” Cale explains.

Building a loyal (and salty) community

Sodii’s growth has been fuelled by a passionate customer base, many of whom discovered the product through grassroots events and word of mouth.

“A lot of our loyal following comes from the efforts we put in from the start. We got involved in events, supported small groups, and let these communities spread the word organically,” says Cale.

From there, the team focused on creating exceptional customer experiences, whether it was replacing a damaged product, offering a refund, or surprising customers with limited-edition merch. “We feel like these touches have built trust and encouraged positive word-of-mouth, even if it costs us money,” Cale says.

And the payoff? More than 2,500 five-star reviews and countless stories of people whose lives have been changed by better hydration.

“We’re honestly blown away every day by the incredible feedback,” says Cale. “It’s not just the simple reviews telling us Sodii tastes great… It’s also the life-changing stories from people with conditions like POTS or EDS who tell us it completely transformed their lives. It’s incredibly heartwarming to know that our simple product can make such a massive difference.”

The secret to standing out

For founders hoping to disrupt an industry, Cale has some simple advice: always remember to back yourself.

“In the early stages, don’t take people’s feedback too seriously when you’re floating around ideas. Often, it won’t make sense to them at that point, but it will further down the line,” he says. “Innovation is only obvious in hindsight. The key is to remain confident in your vision, even when it feels unconventional or people don’t immediately understand it.”

And most importantly? “Trust the process. Customers will come and go, trends will do the same, but when you’re trying to achieve something greater than just sales, people will show up for what you’re building.”

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