Wip Gains Traction Nationwide as Energy Pouch Brand Expands Retail Footprint and Partnership Roster

Wip, the clean caffeine Energy Pouch brand redefining how consumers fuel performance with natural caffeine from non-GMO green coffee beans and zero sugar, is building momentum across every part of its business, from rapid retail expansion to growing consumer demand to partnerships with people who live at the intersection of performance and modern lifestyles. Since launching in June 2025, Wip has sold more than 2.5 million cans and expanded to 11,000 retail doors nationwide. Most recently, the brand has rolled out to thousands of 7-Eleven stores nationwide, marking a significant new expansion for Wip and further strengthening its presence in the convenience channel. The brand is also deepening its connection to the performance community through its partnership with Alonzo “Roxx” Thornhill, known as OVO Roxx, who has joined Wip as a strategic investor and long-term brand ambassador.

The growth reflects a broader shift in how consumers are thinking about energy. As people look for convenient ways to fuel work, training, travel and everything in between, Wip is helping establish the Energy Pouch as a new format for delivering performance on the go. Available in 100mg and 200mg options, Wip gives consumers flexibility in a portable format designed to fit seamlessly into everyday life.

“Energy pouches are no longer a niche alternative, they’re becoming a meaningful part of how consumers fuel their day,” said Luc LaGasse, Marketing Lead, Wip. “Our rollout to thousands of 7-Eleven stores is a major validation of that shift and a significant step forward for Wip. We’ve built the brand around portability, performance and great-tasting flavors, and we’re seeing consumers respond.”

Retail Momentum Signals a Shift in Energy

Wip’s availability in 11,000 retail doors nationwide, including thousands of 7-Eleven stores, reflects growing recognition of the energy pouch as a convenient alternative to traditional energy formats. In addition to 7-Eleven, Wip is sold at select Love’s, Murphy USA, QuikTrip, Sheetz and Walmart Fuel Centers, and is available on demand through Uber Eats and Gopuff. Consumers can also purchase Wip directly through Wip.com, Amazon and TikTok Shop, giving them multiple ways to access the brand wherever and whenever they need it.

At a suggested retail price of $7.99 per can, or approximately $0.53 per pouch, Wip offers a convenient and affordable energy option designed for consumers who want performance without the hassle of traditional energy formats.

OVO Roxx Joins Wip as Investor and Brand Ambassador

Wip’s growth is also attracting leaders who understand what it takes to perform at a high level. Alonzo “Roxx” Thornhill, known as OVO Roxx, has joined Wip as a strategic investor and long-term brand ambassador, bringing together his experience as a performance coach, entrepreneur and endurance athlete with Wip’s mission to redefine how people fuel performance.

A longtime performance coach to some of music’s biggest names, Thornhill is also the founder of Push Pounds, a Toronto-based physiotherapy and performance clinic. As a performance coach, entrepreneur and endurance athlete, Thornhill brings a deep understanding of the demands of high-level training and the importance of energy and recovery.

“At this level, performance comes down to consistency, and I need tools I can count on every single day,” said Thornhill. “Wip has become an integral part of my routine, whether I’m training, traveling or pushing through another demanding day. I’m excited to be partnering with a brand that understands what it takes to perform at your best and is building a better way to fuel that performance.”

“Roxx embodies Wip’s commitment to performance and the drive to keep pushing his limits,” said LaGasse. “He was using Wip before joining us as an investor and brand ambassador, so he knows firsthand what the product brings to his training and everyday routine. We’re proud to have him on the team.”

Expanding the Portfolio with Wintergreen

As Wip continues to grow its retail footprint and consumer base, the brand is also expanding its flavor lineup with Wintergreen, a sweet and satisfying take on traditional minty-fresh flavor.

Wintergreen is a leading flavor in the nicotine pouch category, generating $1.4B in sales in 2025 and delivering 41% annual growth since 2022*. More broadly, mint flavors account for 60% of total nicotine pouch sales*, underscoring the strength of consumer demand for the flavor family. This momentum is reflected in Wip’s portfolio, where Mint is the brand’s top-grossing flavor and Wintergreen ranked second in purchase intent in consumer testing. The launch builds on this established demand, giving consumers another way to experience Wip’s 100mg and 200mg energy options while further expanding the brand’s flavor offering in the pouch format.

*Source: IRI POS, MULO+Total Conv, 2022-2025 Spitless Tobacco category annual sales data

Recognition Across Performance and Design

Wip’s momentum comes as its performance-focused approach earns recognition across the sports, performance and consumer landscape, including the “Performance Optimization Solution of the Year” award from the SportsTech Breakthrough Awards, recognizing the brand’s role in supporting modern performance and active lifestyles.

In addition, Wip has been named a winner in various award programs including The DIELINE Awards, Convenience Store News’ 2026 Category Excellence Awards and Athletech News’ Most Innovative Companies of 2026.

Wip continues to expand its retail footprint and product portfolio as it works to establish energy pouches as a mainstream choice for convenient performance. For more information, visit Wip.com.