Wip Debuts Energy Pouches, Pioneering a New Era in the $120B Caffeine Industry

Formulated to deliver the fuel that life demands, Wip is redefining the industry by offering energy pouches with premium, straightforward ingredients that support physical and mental performance

NEW YORK, June 3, 2025 /PRNewswire/ -- Wip, an innovative energy brand, is launching 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 U.S. 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 U.S. 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 & minerals that support physical and mental performance† without the sugar crash. Unlike bulky drinks or messy coffee, Wip fits into your life—tucks in your pocket, travels light in your gym bag, and stays ready in your car for the long haul.

With a suggested MSRP 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.

"In a category this large, it's rare to see three clear, material unmet consumer needs - natural caffeine, convenience, and cost-effectiveness—but that's exactly what we're offering with Wip," said Richard Mumby, CEO of Wip. "We're not just introducing a new product - we're creating an entirely new behavior within the category. Wip is built to power the moments when people defy limits and push forward."

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.

Wip is redefining how energy comes to life and how it sells in convenience stores. With a pouch format that requires no refrigeration, Wip unlocks entirely new merchandising possibilities across the store. The brand's custom displays are engineered to live beyond the cooler—appearing at checkout counters, clipped to shelves, suctioned directly onto cooler doors, and featured on striking, attention-grabbing floor displays. This flexibility allows Wip to capture shoppers' attention at every turn, driving impulse purchases that traditional energy drinks simply cannot.

As part of its launch, Wip is partnering with well-known athletes and influencers across skateboarding, surfing, and endurance sports. The brand will activate across parks, surf breaks, running routes, and specialty retailers, connecting directly with consumers where they live, train, and create.

"We're redefining traditional marketing by embedding ourselves in the communities we know—skate, surf, and endurance—through real relationships, grassroots activations, and strategic sampling at iconic spots," said Will Campbell, Vice President, Sales - Endemic and Culture. "We're skipping traditional media in favor of a digital-first approach, an open ambassador program, and hands-on trial to drive organic growth. You'll find us in the specialty retailers—from leading action sports shops and top-tier gyms to elite creator hubs and influential lifestyle retailers—and in convenience stores, where nearly half of energy drink consumers make their purchases. We're fueling real people with real energy, wherever they chase their moments of greatness."

Wip CEO Richard Mumby, who has a highly successful track record launching and building high-growth consumer-facing businesses, has built out a team of deeply experienced operators in the space, including Will Campbell, who previously led strategy for Converse's Skate Lifestyle channel, and Nora Minno, Director, Nutrition, Regulatory and Product Communications at Wip and a Registered Dietitian who previously led National Product Communications at Red Bull, and Mike Sweeney, SVP, Head of Sales at Wip who previously served as SVP of Sales at Bang Energy and Director of Key Accounts at Red Bull.

While caffeine pouches currently on the market fall short of delivering an enjoyable experience due to using bitter coffee grounds or synthetic caffeine, Wip offers bold flavors and superior, proprietary formulations with high-quality, natural caffeine crafted for modern energy seekers.

Consumers can purchase Wip online at wip.com and on Amazon, in select markets, and on Uber Eats and other on-demand delivery platforms. To find where you can buy Wip locally, visit wip.com/store-locator.

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

Wip does not market to children/adolescents (anyone 18 years of age) because its product is not intended for use by anyone under the age of 18. Wip is not intended for people who are caffeine sensitive, or women who are pregnant or nursing. Wip does not promote consumption of Wip for any purpose for which they are not intended or in contravention of their instructions for use or warning. For additional safety information, please visit wip.com.

ABOUT WIP
Wip is a bold, new brand reimagining how energy is consumed. Wip delivers natural caffeine in a revolutionary oral pouch format, redefining the $120B caffeine industry. To learn more about Wip and join the community, visit wip.com and follow the brand on Instagram and TikTok.

CONTACT
Wip PR
[email protected]

SOURCE Wip