Ultra, a nicotine-free functional pouch brand positioning itself as a “clean” alternative for sustained focus, has raised an $11 million Series A round to expand product development, broaden distribution, and grow headcount across the United States, the company said.
The financing was led by Left Lane Capital, with participation from a group of consumer founders tied to brands including Harry’s, Grüns, and Rockstar Energy. Ultra also said the round included several celebrity athletes, naming Joe Burrow, Lindsey Vonn, and Dak Prescott, among others.
Ultra launched in May 2025 and is targeting consumers who want discreet, portable “focus rituals” without nicotine or caffeine. The company claims it has sold more than 1 million cans within its first six months, describing itself as the top nicotine-free pouch brand globally by that measure.
Founder and CEO Eric Drymer said the idea came from experimenting with nicotine pouches for perceived cognitive benefits, but deciding he did not want the tradeoffs of addiction risk and longer-term health concerns. Ultra is not positioning itself as explicitly anti-nicotine, the company said, but is aimed at people who want performance-oriented products without dependence.
Ultra is entering a market that has been rapidly built by nicotine pouches, which the company said analysts estimate generated about $5.4 billion in global sales in 2024 and could reach roughly $25 billion by 2030. Ultra is pitching a parallel, “good-for-you” category within that broader shift, as oral pouches move further into convenience channels and e-commerce.
The company said early customer surveying found roughly 30% of buyers reported never using nicotine products, suggesting demand beyond nicotine “step-down” use cases. Left Lane Capital also framed Ultra as benefiting from consumers seeking cleaner habits in familiar formats that fit into work, travel, and training routines.
Ultra said its formula centers on paraxanthine—a caffeine metabolite—delivered through Enfinity®, and includes L-theanine, Alpha GPC, B vitamins, and ginseng extract. The pouches are described as plant-based and sugar-free, and are formulated to avoid both nicotine and caffeine.
With the new capital, Ultra said it plans to accelerate hiring, push further into retail distribution, and expand its roadmap with new formats and additional strength and profile options over time.
KEY QUOTES:
“This business started with my own story — like many of my friends, I switched to pouches after listening to Huberman and learning about the research on nicotine’s cognitive benefits. But nicotine is still so addictive, and I didn’t want to sacrifice my long-term health for short-term focus. Ultra exists to give consumers a clean, guilt-free focus in the form factor they love.”
Eric Drymer, Founder and CEO, Ultra
“Ultra is tapping into a powerful shift: consumers want cleaner performance habits in formats that fit real life. While some customers use Ultra as a step-down option as they reduce nicotine intake, Ultra is also attracting consumers who never used nicotine products in the first place. Eric and team have built an early brand people return to, defining what functional pouches look like at scale.”
Harley Miller, CEO and Managing Partner, Left Lane Capital
