By Timothy S. Donahue
Top Takeaways:
- Ultra said it raised $11 million in a Series A led by Left Lane Capital, with Burrow, Prescott and Vonn participating.
- The company markets nicotine-free “focus” pouches featuring paraxanthine plus other functional ingredients.
- Ultra said it sold 1 million cans in six months and plans to expand beyond DTC into wider retail.
Ultra, a maker of nicotine-free oral pouches designed for focus and performance, said it raised $11 million in a Series A round led by Left Lane Capital, with participation from professional athletes Joe Burrow, Dak Prescott, and Lindsey Vonn, as well as consumer brand investors.
The company said it plans to use the funding to expand product development, grow distribution, and hire staff. Ultra markets a nicotine-free pouch line built around paraxanthine (a caffeine metabolite), along with ingredients such as L-theanine, Alpha GPC, B vitamins, and ginseng extract, according to the announcement.
Ultra founder Eric Drymer said he launched the company in May 2025 after quitting nicotine and seeking a nicotine-free pouch alternative. Drymer said Ultra sold one million cans in its first six months and is currently direct-to-consumer, with plans to expand into convenience retail and major retailers.
The capital campaign comes as oral pouch products remain among the fastest-growing segments of the broader nicotine marketplace. Market research firm Grand View Research projects the global nicotine pouch market to reach $25.40 billion by 2030, up from an estimated $5.39 billion in 2024, underscoring the category’s rapid growth.
