Wip Launches Fruit Punch and Blue Raspberry, Setting a New Standard for Flavor in Functional Energy

Top-requested fruit flavors debut as the fast-scaling energy pouch brand expands rapidly across retail and online channels

New York, NY – February 24, 2026 – Wip, an innovative energy brand redefining the category with natural caffeine and premium pouches that support physical and mental performance, today announced the launch of two new flavors: Fruit Punch and Blue Raspberry. Since launching less than a year ago, Wip has sold more than two million pouches across retail and direct-to-consumer channels, quickly establishing itself as a leader in the fast-emerging energy pouch category. The expansion is in response to strong consumer demand while further positioning Wip as a modern performance fuel made for real life.

Fruit flavors dominate the broader energy category, and more than 85 percent of Wip's core users requested Fruit Punch and Blue Raspberry as the next additions. Developed in direct response to demand, the new flavors deliver bold taste experiences without compromising the brand's functional formula. Fruit Punch, the top-requested flavor, offers a blend of berry, citrus, and island-style notes that are bright, juicy, and refreshingly bold. Blue Raspberry, the second most-requested flavor, delivers a vibrant burst of sweet-tart flavor with a bright pop and smooth finish.

Wip is known for distinctive, bold flavors, something the brand has prioritized since inception. Caffeine is naturally bitter and difficult to formulate well, especially at higher doses. Wip delivers standout strengths of 100mg and 200mg and still maintains exceptional taste. That commitment shows up in the data. In blind central location testing (CLT), Wip performed strongly in consumer testing on taste, satisfaction, and overall enjoyment. Consumers rated Wip highest for balance, flavor quality, and lasting taste compared to other popular pouch and energy shot brands.

"This launch is about more than adding flavors. Energy has been stuck in the same formats for decades, and we are changing that," said Richard Mumby, CEO of Wip. "We have built a product engine that allows us to move with innovation and speed, delivering the caffeine strengths people need with flavors they genuinely love. Fruit Punch and Blue Raspberry show that a caffeine pouch can raise the bar on both performance and taste, setting a new standard for the category."

Powered by natural caffeine, B vitamins, and zero sugar, Wip delivers ready-to-use, convenient energy. The format eliminates the sugar crash and complexity of traditional energy drinks while fitting seamlessly into workouts, workdays, and everything in between.

Wip's momentum continues to accelerate. From June through November 2025, during the first five months since launch, traffic to Wip's website increased nearly 60 percent as retail expansion scaled nationally. Now available in over 4,000 retail doors, Wip is expanding to 7,500 locations nationwide in the next month through deepening partnerships with leading retail accounts to further expand across the United States.

In addition to Fruit Punch and Blue Raspberry, Wip is available in Mint, Sour Cherry, Strawberry Kiwi, and Orange Citrus, with continued flavor innovation planned as the brand continues its impressive growth.

Wip is also available via major e-commerce and social commerce platforms, as well as through on-demand delivery services. In stores, Wip can be found at major retailers including Love's, Murphy USA, Muscle Foods, QuikTrip, and Thorntons.

About Wip

Wip is leading the next generation of functional energy with premium pouches built for physical and mental performance. Featuring a breakthrough formulation with 100mg and 200mg caffeine options, Wip delivers energy designed for real life and peak performance. Powered by natural caffeine, B vitamins, and zero sugar, Wip is high-quality, ultra-convenient, and free from the sugar crash and complexity of traditional energy formats. Wip meets consumers wherever life takes them, from workouts to workdays and everything in between. Now available in flavors like Blue Raspberry, Fruit Punch, Mint, Orange Citrus, Sour Cherry, Strawberry Kiwi, and more on the way.

Fuel your focus. Power your performance. To learn more about Wip and join the community, visit the link below and follow Wip on social media.

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