A cold Nordic coastline at first light, the landscape Thunder Honey was developed in

Our Story

The functional mushroom cacao ritual.
Developed in Sweden.

Since 2018

Our story

We are Joakim Bjarke and Nina Strauss. We did not set out to build a brand. We set out to fix our own mornings.

For years we ran on coffee, and for years it ran us: wired, anxious, and never quite rested. This is how we built something else, developed in Sweden.

2018

The problem

Joakim was working long hours in music studios, trying to optimize his brain and his output, and stuck on caffeine to do it. A constant high-performer, but always too stressed and too wired. The coffee was not helping anymore. It was the thing he could not put down.

A turf-roofed cabin on the shore of a still lake, early morning mist rising off the water

2020

The two of us

We were both caffeine-dependent, and we felt it in different ways. It hurt Nina's sleep, left us both anxious, and showed up in her skin. Joakim had spent over ten years deep in the research on functional mushrooms and in the biohacking world, looking for a better way. We decided to actually build it.

Joakim and Nina, the founders of Thunder Honey, sitting on a sofa and talking to the camera

Tap to play with sound.

Joakim Bjarke, co-founder of Thunder Honey, drinking from a glass in an old wooden doorway — Joakim Bjarke

Nina Strauss, co-founder of Thunder Honey, on a white sofa with a glass of the cacao drink — Nina Strauss

2022

28 formulations

We spent roughly four years on the work. Going around factories, making 28 different formulations, dialing in bioavailability, solubility, taste, and feel until it was right. Developed in Sweden, third-party tested by Eurofins.

Formulations: 28; Until it was right
Years of work: 4; Roughly, around factories
Origin: Sweden; Developed in Sweden
Testing: Eurofins; Third-party tested

2024 - Today

Where we are now

We launched in Sweden, and the morning we built for ourselves is now shared by people across the Nordics. Every batch is third-party tested by Eurofins, every active printed on the label. From here we are growing the ritual, one honest cup at a time.

Nina Strauss speaking into a microphone to a seated audience, Thunder Honey pouches on the table beside her

In Swedish, with subtitles. Tap to play with sound.

Joakim Bjarke and Nina Strauss, the founders of Thunder Honey, in a black and white portrait against an old wooden door

Joakim & Nina

Founders, Thunder Honey

Thunder Honey founders Joakim Bjarke and Nina Strauss on a rooftop, holding the Daylight pouch up to the sky

Why we built it

A ritual, not a crutch.

We had both been wired on coffee for years, and we wanted a morning we could look forward to instead of one we depended on. So we built something that is not a stimulant you reach for out of habit. No proprietary blends hiding tiny doses, just the actives we chose, printed on the label, in a cup we genuinely enjoy. Developed in Sweden, third-party tested by Eurofins.

Joakim Bjarke and Nina Strauss

A long table shared at the end of a Nordic day, glasses raised by candlelight

Our promise.

A daily ritual from two founders who were tired of being wired and dependent on coffee. We built the morning we wanted for ourselves. If it is not for you, the first 30 days are on us.

Start Your Ritual →

Thunder Honey Daylight · Tastes like homemade hot chocolate · 30-day money-back guarantee

Nina Strauss and Joakim Bjarke on stage, telling the Thunder Honey story to a seated audience

Talk to us

Have a question?

Everything about the ritual, the ingredients and your order is answered on our FAQ page. Or email support@thunderhoney.co and we read every message.

The functional mushroom cacao ritual.Developed in Sweden.