46 Comments
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Major Carr's avatar

I am so anti-patch. Sorry, but pouches are for when I'm trying to KICK nicotine and other addictions... not continue them. If I am smoking, give me a cig, and yes, I am open to vaping (very into Geek Bar Frozen Piña Colada—SUE ME!). If I am drinking caffeine, I want the full experience:

Give me your coldest Raspberry Peach Celcius.

A crisp mid-afternoon Diet Coke.

A post-dinner, pre-outing Black Coffee or Espresso.

A fizzy 6am Club Mate on the dancefloor.

Better yet—if you're gonna hand me a pouch of nicotine, I'd rather you meet me in the bathroom with a key.

Stop making stimulants boring!!

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Emily Sundberg's avatar

The hoops I jump through for Coca Cola flavored Celsius

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Major Carr's avatar

My other add is I was a diehard Coca Cola Coffee lover... RIP to a real one

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Sarah's avatar

The phrase "fizzy 6am Club Mate" is like my sleeper agent activation code

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Anna Held's avatar

When I read the headline I thought you meant Redbull Capri Sun.

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billguy_nyc's avatar

Me too, actually.

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Lori jenkins's avatar

Puck shmuck. I don't know how anyone is really enjoying Puck.

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Emily Sundberg's avatar

I am! Just not that sentence yesterday

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Snaxshot's avatar

300mg of caffeine in those lemonades that killed people at Panera… America has a high tolerance for it so can see this doing well…

caffeine pouches have been out for a while, WIP isn’t the first one doing this but definitely the first one with a more “yassified” branding 😂

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Emily Sundberg's avatar

How is nicotine gum doing

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Snaxshot's avatar

The market for it is expected to double by end of decade (around $1B now), chewing gum/putting it in your gum is the fastest way for body to absorb caffeine so more effective than taking caffeine pills!

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Andrew Sterne's avatar

There's also no stigma with an xl cold brew or feeling tired, pouches let you hide your nicotine addiction which is view as "bad"

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Emily Sundberg's avatar

Oh I didn’t see it as a hiding thing, I thought it was more like “faster, stronger, easier, straight to the veins”

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Snaxshot's avatar

Yeah, there’s so many “Zyn for caffeine” brands out there for this very reason.

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rb's avatar

Eagerly awaiting the Celsius x Feed Me Special Edition flavor

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w Matthew Smith's avatar

-Richard kern fucks, not quite terry level but still boundary pushing. might have to corner the market on this issue

-nice wip branding. how do they comp you for these features

-all coverage is good coverage re: puck. it's giving bigtime jelly vibes, although this shouldve been a skip for you. apple is so gen x

-hotels x brand colabs are cringe, hotel loses more than retailer but theyre both losers imo

-does a24 miss? need a happily married section on the feedme iteration too

-closet pot head here who misses smoking joints. the instant community it builds is unparalleled

best letter in weeks.

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Emily Sundberg's avatar

You’re the second person who asked if I was paid for this. Should I be paid for this????

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Shindy Chen's avatar

Social cigaretter here (last one was at a glamorous bday do in Milan how could I not)… and 2 ur point the potheads always find each other, no matter group size. At my college orientation a group of 10 or so of 200+ went into the woods 💨

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Josh R's avatar

i could be dumb interpreting but how can global caffeine market hit 29B by 2029 but in the next section the founder says its a 120B annual sales? is it 120M?

also - every company should be 4 days in office + 1 flex day!

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Emily Sundberg's avatar

And I think you’re right about 120m

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Richard Mumby's avatar

in the US alone, the caffeine market is $120 Billion +. It’s a massive category (4th largest consumer category in the US).

energy drinks are $20B: https://www.euromonitor.com/energy-drinks-in-the-us/report

coffee is $93B: https://www.statista.com/forecasts/1331666/united-states-revenue-of-coffee-market-by-type

pre-workout and pills is $7B: https://www.grandviewresearch.com/industry-analysis/pre-workout-supplements-market

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Emily Sundberg's avatar

I want to hear more about your office POV

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Josh R's avatar

anyone who claims to be more 'productive' at home is lying. anyone who says they have just as good relationships with the colleagues/clients online vs. in person is lying.

Is it nice to wfh one day and catchup on errands/laundry/kids while joining some calls on a friday? ofcourse

but standard should be in the office m-th to maximize your outputs so you can afford to wfh on fridays.

Now - if companies are forcing their employees in the office 4-5 days, they should hold up their end of the bargain. Large curved monitors, ergonomic setups for chairs and standing desks, subsidizing a cafe for breakfast/lunch, free dinner after certain time rules, doing more company outings/happy hours. Takes two to tango, but I think its symbiotic for both the employer and employee to be in person.

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Emily Sundberg's avatar

I agree w you btw, I’ve been team go to the office since day one of feed me. In that interview I did w status I mentioned being lonely, partially because I don’t really have a team but partially because I’m alone all day! Part of the office is productivity but the other part is happiness and feeling like a human who lives in a city with other people

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Josh R's avatar

oh ya - long time reader ik how you feel. we are aligned

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Snaxshot's avatar

Re: Puck commentary I think people need a reality check considering eldest GenZ are turning 30 already… I think they meant Gen Alpha haha

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Jordan Stein's avatar

One of their 3 C’s is quality?

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Emily Sundberg's avatar

typo.. WIP fixes this with our “three Cs”: (quality) caffeine, convenience, and cost

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Jordan Stein's avatar

Thanks Sundberg, thought I’d gone mad

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Ryan Dromgoole's avatar

Congrats on Richard Kern, that’s rad.

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Yawen's avatar
2dEdited

Apple does "brand trips" for study adjacent high school/college-age tiktok influencers which they (the attendees) call Apple University but that's not the actual name

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Yawen's avatar

Also does Apple know that their “target audience” in the TikTok comment sections don’t really care about these updates and just want them to fix bugs and not ruin the photos app more

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Major Carr's avatar

So random but after seeing Great Jones' name hundreds of times, the question finally popped into my head asking "why is it called that?" Admittedly, I got excited that it was a silly play on words with Grace Jones...

Alas, it's not! I guess that was a stretch...

But I did enjoy learning about Judith Jones: https://greatjonesgoods.com/pages/about-us#:~:text=The%20name%20Great%20Jones%20is,re%20proud%20to%20call%20home.

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Emily Sundberg's avatar

Her story is legendary

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Patrick's avatar

I do love a Red Bull but I would be inclined for the clean mouth feel of a pouch. Has Coca Cola tried out a Diet Coke+/Coke Zero with 90 mg caffeine?

I remember drinking Coke Energy right before COVID and into the first few months, but it never really caught on in 2020.

Good job by you on the Kern shoot!

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Amber Nelson's avatar

Taking the ritualistic pleasure out of caffeine’s default delivery as a beverage (coffee, tea, Diet Coke or the filthy taboo thrill of a Mountain Dew) and putting it in a pouch to make it more immediately effective (but less enjoyable!) is the most American thing I can think of. Who needs pleasure when you can OPTIMIZE!!!! (I’m over it no offense to the fine people at WIP)

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Daniel Zahler's avatar

Former daily coffee drinker here. Now I just have it once a week. Why? Caffeine is a powerful drug. As with any drug, you build up dependence.

By limiting my caffeine intake, I avoid withdrawal symptoms (lethargy, irritability, inability to focus) when I stop using it. I use caffeine selectively as a performance enhancer / nootropic on days when I want to be at my sharpest.

The impact is amazing. After you've cut out caffeine for 1-2 weeks, even a half cup of coffee makes you feel like you grew a second brain.

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