ALRT Launches a Shift-Ready Non-Nicotine Energy Pouch Built for First Responders

TORONTO — WPG Brands Inc. today announced the launch of ALRT, a non-nicotine energy pouch formulated specifically for first responders — police, fire, paramedics, and emergency service professionals who operate in high-demand, shift-based environments.

ALRT delivers 50mg of caffeine alongside L-Theanine and Alpha-GPC in a single, discreet pouch. No can. No crash. No nicotine. Designed for continuous on-shift use with a Cool Mint flavour profile built for an environment where a stimulant drink is not always practical or appropriate.

First responders face specific physiological challenges that general energy products were not designed to address: extended shifts, irregular sleep, high-stakes decision-making under fatigue, and the inability to consume a drink in many operational contexts. ALRT was formulated for those conditions.

"ALRT is not an energy product that happens to market to first responders," said Abeer Subhani, Principal — Brand Strategy, WPG Brands Inc. "It was built from the formula up for people who cannot afford to crash in the middle of a shift."

ALRT is available direct-to-consumer at stayalrt.ca. The brand is currently building direct-to-department distribution partnerships with emergency service organizations across Canada.