ALRT Partners audience

ALRT — Distribution and Retail Partnership Opportunities in the First Responder Market

ALRT — Partners — June 2026

ALRT Partners audience Published by WPG Brands Inc. Editorial oversight: James Cappellano, Principal — Innovation, Growth Platforms & Intelligence

Historical / superseded record, kept for the record -- no verified publication date is on file for this record. View the current verified story.

WPG Brands Inc. is seeking distribution, supply, and retail partners for ALRT — the non-nicotine energy pouch built for first responders.

The market: Canada has roughly 75,000 police officers (Statistics Canada, 2025), 125,000 firefighters (Canadian Association of Fire Chiefs National Fire Census), and 30,000+ paramedics. These professionals represent a captive, underserved consumer segment. Existing energy products were not built for shift-based, high-consequence operating environments. ALRT was.

Distribution opportunities:
Direct-to-department bulk supply for police services, fire departments, and EMS organizations. Canteen and commissary placement in emergency service facilities. Specialty retail placement in uniform supply, first aid, and occupational health channels. Corporate wellness and employee benefit programs for first responder organizations.

Current model: ALRT is operating DTC through stayalrt.ca. WPG is seeking direct-to-department wholesale partnerships as the primary way to grow beyond DTC.

For partnership inquiries: patrick@wpgbrands.com