POCA Launches a New Era of Sweetness, Without the Crash

POCA officially launches today with a simple belief: sweetness isn't something you earn. A new on-the-go sweetener designed to personalize everyday drinks, POCA brings a modern approach to sweetness, delivering zero-cal, zero cane sugar indulgence with a good source of fiber. Built by former Hims executives focused on the next generation of consumer brands.

Launching with evergreen flavors Vanilla, Caramel, and Pistachio, POCA also debuts a limited-time Crush Drop featuring Cinnamon Hearts and Strawberry Shortcake. Each flavor is crafted for today's palate, with the better-for-you nutritionals that consumers expect. The initial flavor lineup marks just the beginning, with additional flavors and limited-edition drops already in development.

"Sweetness used to mean connection—like the wrapped candy pulled from a purse or the ice cream after a win. Then we got obsessed with 'optimized' and 'efficient' and forgot how to actually enjoy anything. It shows!", says Hilary Coles, CEO of POCA. "POCA is here to break that cycle. We're helping you clock back into a life that actually tastes like something."

In a world that feels increasingly busy, optimized, and emotionally checked-out, POCA invites you to slow down, and honestly, have more fun. Designed to uplevel everyday rituals, POCA transforms ordinary sips into something extraordinary, without the artificial aftertaste and cane sugar crash. Packaged in an adorable, on-the-go format, POCA is made to bring along or pass on to a friend.

"You can get through most of your day now without really interacting with anyone. Order ahead, keep moving, stay in your own lane", says CMO and President, Emily Boschwitz. "We think there's something deeply meaningful in small, human moments of connection".

POCA is available for purchase now at the link below. Boxes of 10 pouches will be available starting at $19.

About POCA

POCA is the new way to experience sugar. We believe sweetness isn't something you earn. It's a moment you give yourself just because it feels good. In a world that's busy and over-optimized, POCA up-levels your routine and turns ordinary sips into something you actually look forward to. POCA syrup melts seamlessly into coffee, matcha, or whatever you're sipping to deliver real, indulgent sweetness without the aftertaste or crash. At zero calories and packing a boost of fiber in an adorable on-the-go format, POCA is the perfect sidekick to any routine, any time. From day one, the company has been supported by founders who've built category-defining brands. POCA's seed investors include Offline, Vinay Menda, Co-Founder of Blank Street, Jeni Britton, CEO and Founder of Jeni's Ice Creams, Colin Walsh, CEO of Glossier, and Tucker Halpern of Sofi Tukker, bringing deep experience across consumer, culture, and community.