Joluca Melon Lime energy drink

Joluca is a fast-growing Swedish energy drink brand established through a strategic partnership between Umida Group AB and the popular Swedish YouTube comedy trio JLC (comprising Jonas Fagerström, Lucas Simonsson, and Carl Déman). The name 'Joluca' itself is an acronym of the trio's first names.

Since its launch, the brand has focused on providing functional beverages with high-quality flavors and responsible levels of vitamins and caffeine. The manufacturing is primarily based in Sweden to serve the Nordic market, where it has secured extensive distribution in major retail chains such as ICA, Coop, and Axfood.

Ownership of the brand is held through a joint venture, with Umida Group AB—a publicly traded Swedish beverage company—serving as the industrial partner responsible for production, logistics, and sales, while the JLC trio provides the creative marketing and brand identity.