Important Pricing Update

The World's Most Nutritious ‘Soda’

To our community,

At Jimmy Joy, our mission has always been simple: to make the healthiest meal scientifically possible, in the most sustainable way, at a price that remains accessible to everyone.

However, we’ve hit a regulatory roadblock that we can no longer absorb on our own. Following a recent assessment by Dutch Customs, the Dutch government has decided to classify our healthy, nutrient-dense drinkable meals (Plenny Shake, Plenny Shake Pro, Plenny Protein, and Plenny Drink) not as food, but as lemonade.

Because of this classification, our products are subject to the 'Verbruiksbelasting' (Consumption Tax on Non-Alcoholic Beverages). As a result, we are forced to increase our prices.

 

What is the Verbruiksbelasting?

The Verbruiksbelasting van alcoholvrije dranken is a "sugar tax" or consumption tax originally designed for soft drinks, fruit juices, and flavored waters.  

The Logic: It’s intended to discourage the consumption of sugary, low-nutrition sodas.

The Reality: The law is written so broadly that any non-alcoholic beverage containing added flavor or sweeteners - even those actually low sugar, packed with proteins, healthy fats, fibre, complex carbs and all essential vitamins & minerals - is legally categorized as "lemonade."  

The Absurdity: To show you how illogical this "lemonade" classification is, consider this:

If you mix our powder with 300ml of cold water and drink it from a shaker, the government calls it taxable lemonade. If we simply changed our serving suggestion to 100ml of hot water so you eat it with a spoon like a bowl of oats, it would still be classified as food.

The ingredients are identical. The nutritional value is exactly the same. But because we advocate for the convenience of a shake, we are being penalized. It’s a "consistency tax" that ignores the science of nutrition in favor of outdated definitions. 

Ironically, many dairy-based chocolate milks and sugary yogurts are often exempt or taxed differently, despite having a fraction of the nutritional value of a Plenny Shake.

 

An Unfair Playing Field

Many of our largest competitors operate outside of the Netherlands and are not subject to these specific local levies when shipping to you. By penalizing a Dutch company for providing a healthy alternative to fast food, the government is effectively taxing health-conscious consumers and stifling homegrown innovation.

 

What this means for you

We will continue our standpoint that a complete meal replacement should be treated as food rather than a recreational soft drink. Unfortunately, the "lemonade" ruling stands, and our suppliers have been charging us.

You will see a price adjustment across our drinkable range effective from the 3rd of June 2026. We hate doing this, but to continue using the high-quality, sustainable ingredients you expect from us, we have to follow these tax requirements.

We remain committed to your health and will continue to advocate for smarter, more logical food policies in the Netherlands. Thank you for standing with us.

Stay Healthy,

Team Jimmy Joy

 

One-time pricing

Subscription pricing*

*An important update regarding our long-term subscribers. Over the past couple of years, we have absorbed rising operational and ingredient costs to keep your rates steady and locked in. However, this new tax has become the final straw. Because we can no longer absorb the cumulative impact of both rising costs and this new tax burden, we are unfortunately in a position where we can no longer honor our older, legacy (grandfathered) pricing. We deeply regret having to make this change, and all subscribers will be transitioned to the updated pricing structure starting June 3rd, 2026.

To help ease this transition, we want to give our existing subscribers the opportunity to stock up. You can secure an additional 12% off your next subscription order (totaling a whopping 32% off!) during our upcoming Birthday Sale. We are incredibly grateful for your loyalty and appreciate your understanding as we navigate these changing regulatory and economic conditions.