Wip Surpasses 2.5 Million Units Sold in Year One, Proving Consumers Are Ready for Energy Beyond Traditional Formats

As clean caffeine pouches become one of the most talked-about formats in performance, Wip accelerates category growth with rapid retail expansion, bold flavor innovation, and a nationwide loyalty program

New York, New York – June 3, 2026 – Wip, the clean caffeine Energy Pouch brand redefining how people fuel performance, today announced its one-year anniversary since launching in June 2025. In just 12 months, Wip has emerged as a leading brand in one of energy’s fastest-growing new categories, surpassing more than 2.5 million units sold and expanding to over 7,000 retail locations nationwide, with more than 10,000 doors committed, launched, or in progress.

Wip’s rapid rise reflects a seismic shift in how consumers think about everyday energy. For decades, caffeine has largely been tied to beverages, coffee, and sugary formats. Today, consumers are looking for cleaner, more controlled, more convenient ways to fuel performance without interrupting their day. As caffeine pouches become one of the most talked-about emerging formats in energy, Wip’s clean Energy Pouches are helping lead the shift with strong traction across e-commerce and retail in major metropolitan markets including New York City, Los Angeles, Dallas, and Phoenix.

Built around a simple idea—effective, convenient, and accessible fuel for modern performance—Wip delivers fast, controlled energy with no sugar, no calories, and no nicotine or tobacco. Available in 100mg and 200mg pouches, Wip is powered by natural caffeine derived from single-source, non-GMO green coffee beans, B vitamins, and bold flavor profiles, giving consumers a new way to fuel without the tradeoffs of traditional energy drinks, expensive coffee, or bulky beverage cans.

Scaling Across Retail, E-Commerce and Everyday Routines
Wip is currently available direct-to-consumer on Wip.com and through major online retailers and delivery platforms including Amazon, TikTok Shop, Walmart, Uber Eats, GoPuff, and other on-demand delivery services. In retail, Wip has secured partnerships with leading convenience, big box, and fuel chains including Love’s Travel Stops, Murphy USA, QuikTrip, Sheetz, and Wawa, with an upcoming rollout into more than 330 Walmart Fuel Centers nationwide.

Consumer behavior continues to reinforce the category’s staying power. The majority of Wip users report incorporating Wip Energy Pouches into their daily activities, signaling that Wip is becoming part of daily routines rather than a one-time trial.

“From day one, we saw an opportunity to create a more modern kind of performance fuel—something effective, convenient, and built for how people actually live,” said Richard Mumby, CEO of Wip. “What we are seeing now is bigger than product adoption. It is real behavior change. Consumers are embracing a format that gives them more control over how and when they fuel, and it is an honor to be at the forefront of a category with this much momentum. Over two million units in year one is not just a milestone. It is validation that clean caffeine pouches are becoming part of everyday performance routines.”

A New Standard for Everyday Performance
From athletes and first responders to pilots, professionals, parents, and anyone managing a full schedule, Wip is becoming a go-to solution for sustained energy without disruption. Whether before a workout, ahead of a meeting, during travel, or powering through the afternoon slump, consumers are choosing Wip for its simplicity, effectiveness, and convenience.

What’s Next for Wip: Introducing Yuzu Ginger
Today, Wip also debuts its newest flavor, Yuzu Ginger, a premium, adventurous addition designed for the flavor-curious consumer. Bright, citrus-forward yuzu meets a subtle, warming ginger finish, creating a crisp, refreshing profile that stands apart in the energy category.

The launch of Yuzu Ginger underscores Wip’s ability to bring uncommon, flavor-forward innovation to energy. While the traditional energy category has often centered around familiar fruit, citrus, and candy-inspired flavors, Wip is able to push into more distinctive profiles because consumer adoption and demand are already there.

Yuzu Ginger joins Wip’s growing lineup, including Blue Raspberry, Fruit Punch, Mint, Orange Citrus, Sour Cherry, and Strawberry Kiwi, with more flavors on the way.

Introducing Wip Rewards: A Loyalty Program Built for the Modern Consumer
To deepen engagement and reward its growing customer base, Wip recently launched Wip Rewards, a comprehensive loyalty program spanning both retail and e-commerce.

Customers can earn points through purchases, social engagement, referrals, product reviews, and more, including bonus opportunities for trying new flavors and participating in seasonal promotions. Points can be redeemed for Wip merchandise, product, and exclusive lifestyle perks, with a tiered system designed to reward ongoing engagement.

Retail participation is streamlined through a receipt-upload system, while online customers are automatically enrolled and earn points at checkout.

Industry Recognition and Momentum
In its first year, Wip has earned industry recognition for both innovation and execution. The brand received honors from The DIELINE Awards with a Merit Award across Private Label, Health, Body and Beauty, and E-Commerce categories. Wip was also named a winner in Convenience Store News’ 2026 Category Excellence Awards for New Product Launch Excellence and recognized by Athletech News as one of the Most Innovative Companies of 2026.

“Year one proved the demand is real,” Mumby added. “Now we are scaling with speed and intention. Our focus is on expanding distribution, accelerating product innovation, and continuing to define what this category can become. Wip is not just participating in the shift in energy. We are leading it.”

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 clean, convenient energy powered by natural caffeine, B vitamins, and zero sugar, designed for real life without the sugar crash or complexity of traditional formats. Wip meets consumers wherever life takes them, from workouts to workdays and everything in between, and is available in flavors including Blue Raspberry, Fruit Punch, Mint, Orange Citrus, Sour Cherry, Strawberry Kiwi, and Yuzu Ginger, with more on the way. Wip was named a winner of Convenience Store News’ 2026 Category Excellence Awards, earning recognition for New Product Launch Excellence. Fuel your focus. Power your performance. To learn more about Wip and join the community, visit wip.com and follow Wip on Instagram and TikTok @wipenergy.

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