Jiu-Jitsu Champion's Energy Drink Startup Hit by Massive Theft
Austrian Jiu-Jitsu champion Wolfgang Scheifinger has launched his own energy drink, Hajime Energy, made from natural ingredients. But just months after production began, 5,000 cans were stolen from his warehouse in Wiener Neustadt. The entrepreneur is now asking the public for help in tracking down the missing stock and those responsible.
Scheifinger, a two-time European Jiu-Jitsu champion from Blumau-Neurißhof, developed the drink with business partner Hans Ludwig Kailer. After around 20 trials, they settled on Asian lotus flower and Nashi pear as the main ingredients. The sugar-free, health-focused product is currently sold through Jiu-Jitsu athlete networks and supermarkets in Baden, Wiener Neustadt, and northern Vienna.
The theft occurred in February 2024, striking a blow to the brand's early distribution efforts. Despite the setback, Scheifinger and Kailer remain focused on growth. Their plans include expanding into North America and securing partnerships with more fitness centres and supermarket chains.
Scheifinger has now turned to the public, urging anyone with information about the stolen cans or the thieves to come forward.
The stolen shipment represents a significant loss for Hajime Energy, which was still establishing its market presence. While the drink's future expansion remains on track, the theft has delayed early distribution plans. Authorities have yet to release further details on the ongoing investigation.
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