The Clean Focus Revolution: Ultra Secures $11M to Challenge Nicotine Pouches

NEW YORK, NY – January 20, 2026 – In a significant move that underscores a major shift in consumer habits, Ultra, a functional pouch brand offering a nicotine-free path to sustained focus, has announced the closing of an $11 million Series A funding round. The investment, led by venture capital firm Left Lane Capital, aims to accelerate the company's already rapid growth and solidify its position as a leader in the burgeoning market for clean performance enhancers.

The round saw participation from a high-profile roster of investors, including the founders of CPG giants like Harry’s and Rockstar Energy, alongside celebrity athletes such as Joe Burrow, Lindsey Vonn, and Dak Prescott. This blend of strategic capital and influential endorsements signals strong confidence in Ultra's mission to provide a non-addictive alternative to both traditional nicotine products and caffeinated energy drinks.

Launched in May 2025, Ultra has demonstrated remarkable market traction, selling over one million cans in its first six months and claiming the title of the world's top nicotine-free pouch brand. The company is capitalizing on a cultural moment, often dubbed the "Zyndemic," where oral pouches have become a mainstream habit, prompting a widespread search for healthier, guilt-free options.

Riding the 'Clean Focus' Wave

Ultra’s emergence is timed perfectly with a growing consumer demand for products that enhance performance without compromising long-term health. The brand positions itself not as an anti-nicotine crusader but as a pro-focus innovator for a new generation of high performers.

“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,” said Eric Drymer, Founder and CEO of Ultra, in a recent statement. “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.”

This narrative is resonating far beyond the world of nicotine cessation. Early company surveys reveal a crucial insight: approximately 30% of Ultra's customers have never used nicotine products before. This statistic suggests that Ultra is not merely capturing market share from incumbents like Zyn and Velo but is creating an entirely new category of 'focus rituals' for a broader, health-conscious audience seeking a tactical boost for deep work, training, or travel.

A Booming Market and a Calculated Bet

The investment from Left Lane Capital is a calculated bet on one of the fastest-growing categories in consumer packaged goods. The global oral pouch market, largely driven by nicotine products, was estimated to be worth $5.4 billion in 2024. Industry analysts project this figure could skyrocket to nearly $25 billion by 2030, representing a compound annual growth rate of almost 30%. This explosive growth has transformed a once-niche product into a mainstream delivery system, paving the way for functional alternatives like Ultra.

Left Lane Capital, known for its data-driven approach and successful investments in disruptive CPG brands like Olipop and Smalls, sees a parallel opportunity in Ultra.

“Ultra is tapping into a powerful shift: consumers want cleaner performance habits in formats that fit real life,” commented Harley Miller, CEO and Managing Partner at Left Lane Capital. “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.”

The Science of Focus, Minus the Jitters

At the core of Ultra's appeal is its meticulously crafted, science-backed formulation, which intentionally omits both nicotine and caffeine. The star ingredient is paraxanthine, a metabolite of caffeine delivered via the branded ingredient Enfinity®. Research suggests paraxanthine is responsible for many of caffeine's desirable cognitive benefits—such as improved attention and reaction time—but without the common side effects of jitters, anxiety, or the dreaded post-caffeine crash. This allows for a smoother, more consistent experience for users.

The formula is further enhanced with a synergistic blend of well-regarded nootropic compounds. L-theanine, an amino acid found in green tea, is included to promote a state of calm alertness. Alpha GPC, a choline compound, supports mental processing and neurotransmitter production. The blend is rounded out with essential B vitamins for energy metabolism and ginseng extract, an adaptogen long used to support cognitive function and reduce mental fatigue.

By being plant-based, sugar-free, and free of mystery chemicals, the brand directly addresses the concerns of discerning consumers who are increasingly scrutinizing ingredient labels on their wellness products.

From Niche Habit to Mainstream Ritual

While Ultra has quickly established itself as a frontrunner, it is not alone in the nicotine-free functional pouch space. A growing number of competitors, including brands like Flowblend, Mojo, and Dryv, are also entering the market, signaling the birth of a vibrant and competitive new CPG category. This emerging ecosystem validates the consumer demand for such products and pushes brands to innovate on flavor, formulation, and function.

Independent consumer reviews further corroborate the product's efficacy and market fit. Users frequently praise Ultra for providing a clean energy lift that helps them power through afternoon slumps or intense focus sessions. A significant portion of testimonials comes from former nicotine pouch users who credit Ultra with helping them reduce or eliminate their nicotine dependence while retaining the discreet oral habit they enjoy.

With its new infusion of capital, Ultra plans to aggressively expand its footprint. The funds will be allocated toward broadening distribution into brick-and-mortar retail, scaling the team with new hires across the United States, and advancing an ambitious product roadmap that includes new formats, flavors, and strength profiles to cater to an even wider audience. audience.