By Timothy S. Donahue

Top Takeaways:

• Category expansion: Haypp launched caffeine pouches across its online retail platforms, adding a nicotine-free product category to its portfolio.
• Strategic shift: The move follows Haypp’s January exit from the U.K. vape and heated tobacco markets, as it refocuses on oral pouch products.
• Wellness positioning: Haypp says caffeine pouches target consumers seeking discreet, portable energy alternatives to coffee or energy drinks.

Haypp Group is expanding beyond nicotine by launching caffeine pouches on its global online retail platforms, introducing a new nicotine-free category to its product lineup.

The products are being launched on Haypp’s e-commerce sites in the United Kingdom and Scandinavia, markets where the company already sells nicotine pouches and other oral products.

According to the company, the caffeine pouches are meant to provide consumers with a discreet, portable way to consume caffeine without needing beverages or preparation. The products come in various strengths and flavors and are marketed as an alternative to traditional sources like coffee or energy drinks.

Haypp said the launch reflects increasing demand for functional wellness and on-the-go products, especially among professionals, athletes, and fitness-focused consumers looking for convenient ways to manage caffeine intake during work or training.

The company intends to promote the rollout with a U.K. marketing campaign that features a mobile sampling truck, enabling consumers to try the products in person.

The expansion occurs as Haypp continues to refine its broader business strategy around oral pouch products. On Jan. 1, 2026, the Sweden-based online retailer exited the U.K. vape and heated-tobacco markets, a move aimed at focusing resources on its core oral pouch category.

Haypp operates a network of digital storefronts selling nicotine pouches and related products across Europe and the United States. The company has previously stated that the global oral pouch market is one of the fastest-growing segments within the broader nicotine and modern oral product category.

By introducing caffeine pouches, Haypp is entering a niche yet growing segment of non-nicotine oral products that mimic the format of nicotine pouches while targeting consumers interested in functional ingredients like caffeine and vitamins.