Wip, an innovative energy brand, launched a category-defining product that reimagines how caffeine is consumed. By pairing the ubiquity and convenience of the oral pouch format with a modern formulation of natural caffeine and premium, straightforward ingredients, Wip aims not just to disrupt—but to redefine the $120 billion US caffeine category.

Despite being one of the most widely consumed substances globally, the caffeine industry has not seen meaningful innovation to meet the evolving needs of today's consumers since the introduction of modern energy drinks over 40 years ago. Modern consumers seek ingredients they can trust, more convenient formats, and better value for their money.

The oral pouch format has quickly become a trusted, go-to method for functional delivery—and caffeine is no exception. In a broad national survey, nearly 50% of US adults aged 18–40 said they're interested in getting energy through pouches. However, until now, no brand has brought a truly compelling caffeine pouch to market on a large scale.

To meet the increasing wellness standards that consumers seek, Wip offers a revolutionary energy pouch with natural caffeine and vitamins and minerals that support physical and mental performance† without the sugar crash. With a suggested SRP of $5.99 per can (10 pouches) or just $0.60 per serving, Wip offers a value that far undercuts traditional energy drinks and coffeehouse coffee, which average approximately $4.00 per serving for similar caffeine content.

Wip pouches are available in four bold flavors, Orange Citrus, Mint, Sour Cherry, and Strawberry Kiwi, and in 100mg and 200mg caffeine strengths. The pouches are zero sugar and zero calories, and are formulated with:

- Natural caffeine, sourced from non-GMO green coffee beans
- B Vitamins (Niacin, Vitamin B⁶, Vitamin B¹²) to support energy metabolism and healthy cognitive functions†
- Chromium, which helps support stable blood sugar levels†

Wip is now available across national retail locations, including distribution across top-performing convenience store chains and category-defining specialty retailers in skate, surf, endurance, and lifestyle channels. Wip is available at wip.com, on Amazon.com, and via Uber Eats and other delivery platforms in select markets.

† These statements have not been evaluated by the FDA. These products are not intended to diagnose, treat, cure, or prevent any disease.