WPG Brands · The Incubator
The WPG Incubator.
Every brand worth knowing.
Non-nicotine. Functional. Built for people who perform. Three WPG brands are live now — Wake, Pulse, and ALRT — with the door open for qualified independent brands that want a real commercial path.
Already have a business relationship with one of our brands in mind — retail, distribution, or activation — rather than joining WPG? See Partner With WPG instead.
The Shelf
Three brands live. One open slot.
Wake, Pulse, and ALRT are live and operating. WPG keeps the Incubator door open for one independent brand at a time — apply to be reviewed, scored, and if there’s a fit, commercialised through the WPG engine.
WAKE
takewake.com
Culture-led non-nicotine energy pouch. Action sports. Cody Matechuk world record stunt and Thrill Sports partnership active.
Live
PULSE
takeyourpulse.shop
Precision non-nicotine performance pouch for combat athletes. Limited edition SKUs with Clocked & Loaded (CNL) available now.
Live
ALRT
stayalrt.ca
Shift-ready non-nicotine energy pouch built for first responders. DTC direct to police, fire, and EMS across Canada and the United States.
Live
Your brand?
Independent brands
Non-nicotine pouch brand? Free intake, public scorecard, real commercial path through the WPG engine.
Apply →
The Incubator
Apply. Score. Commercialise.
Three steps from independent brand to a shelf-ready listing.
Step 01
Apply
Tell us about the brand — ingredients, doses, manufacturer, and where you are in distribution. Free intake, reviewed by the WPG team.
Step 02
Score
You receive a public brand scorecard — brand signal, market traction, ingredient integrity — each line sourced and dated. No one pays to change a score.
Step 03
Commercialise
Qualifying brands choose a commercial model. WPG provides distribution, operations, and the engine behind it.
The Deal
Two models. You pick.
Model A
Portfolio entry
The brand enters the WPG portfolio in exchange for equity. WPG takes over operations, distribution, and growth. Best for founders who want out of the day-to-day and into a bigger machine.
Model B
Powered by WPG
The brand stays independent and accesses WPG distribution and infrastructure for a fee. Best for founders who want to keep ownership and use WPG as the engine underneath.