‘Pouches Are What Gummies Were 5 Years Ago’: Why 1 Startup Is Betting on Wellness’s Next Big Format

Gen Z made nicotine pouches popular. Now, Blip is expanding what this delivery mechanism can do.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Katherine Prime sees where the supplement industry is headed, and for Gen Z consumers, she thinks it will be tucked somewhere between their lips and their gums.

The CEO of Blip, a startup that makes nicotine-replacement products aimed at teens and 20-somethings, is betting on oral pouches as the future of wellness. The New York City-based company is taking the format, most commonly associated with Zyn, and turning it on its head, ditching the nicotine entirely and adding in a stack of nootropics, including L-theanine, paraxanthine, NAD , and Alpha........

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