First came Zyn. Then came pouches for everything.
Entrepreneurs are launching non-nicotine, supplement-based pouches as a health-conscious alternative to popular nicotine products like Zyn. These products, such as Ultra Pouches, use ingredients like vitamins and caffeine metabolites to market themselves as focus tools.
Why it matters
The rise of 'pouch' culture reflects a growing consumer interest in productivity-enhancing supplements, though these products face scrutiny regarding health claims and regulation.
Tyler Le/BI When Eric Drymer's last startup failed in 2024, he realized the stress of "grind type shit" to keep the company afloat had led him to pick up some bad habits — namely, vaping . He largely credits hypnosis with helping him quit, but a complementary solution — nicotine pouches that eased his cravings — also gave him his next business idea. He was fascinated by the "form factor" of the pouches, he says, and it seemed like suddenly everyone around him was using them. The managing director at a friend's hedge fund had bought 1,000 cans of Zyn for the office. "It's like a productivity tool, right?" he says, albeit one with significant downsides. Nicotine is highly addictive, and it's harmful to cardiovascular health. So, Drymer started to think, why not look beyond nicotine?
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