Why WAKE Exists: From a Shared Idea in 2024 to WPG’s First Commercial Brand

Some moments do not need another drink

Training. Travel. A long day outside. The minutes before the next run, ride or shift. Energy can be useful in those moments, but carrying, opening and finishing another bottle or can is not always convenient. WAKE began with the belief that active people deserved another option: portable energy in a nicotine-free pouch.

Patrick and Abeer started with the occasion

In July 2024, Patrick Sills and Abeer Subhani began developing WAKE through Cannitec Solutions. Patrick brought commercial strategy, regulated-market experience, partnerships and a longstanding connection to sport, watersports and action-sports culture. Abeer brought brand strategy, positioning, identity, marketing and communications. Together, the WAKE co-founders worked from the life the product needed to fit—not simply from a format they wanted to sell.

A familiar format needed a new reason to exist

Pouches were already familiar to many adults because of nicotine products. WAKE was built around a different proposition: energy without nicotine, shaped for people in motion. Familiarity could make the format understandable, but it could not make the product relevant. WAKE still had to earn a place in a customer’s routine through a clear occasion, credible product information and an experience that felt native to active life.

The first products made the idea tangible

Kicker Mint and Tropical Fruit gave WAKE two distinct starting points. The flavours, portable cans and nicotine-free position turned the original idea into products a customer could inspect rather than an abstract brand promise. Current formulations, availability and purchase information remain governed by the official product records and the official WAKE store.

What WAKE is—and why clarity matters

WAKE is a nicotine-free energy pouch created for moments when another drink is inconvenient. Customers should be able to understand its ingredients, flavours, intended use and current availability without sorting through exaggerated promises. Research into oral delivery helps explain why the pouch format matters, but WAKE’s product story remains grounded in evidence about WAKE itself. That clarity makes it easier for customers to choose the product and for retailers and partners to evaluate the brand confidently.

The brand had to feel like the people it wanted to serve

Patrick’s connection to sport and action-sports culture helped define where WAKE belonged. The ambition was not to borrow excitement from athletes after launch. It was to build the product, visual identity, language and market route around movement from the beginning. That gave WAKE a sharper test: the brand would have to be credible in the environments it claimed to understand.

Building one brand exposed a larger business problem

A customer experiences one brand, even when a founder must coordinate formulators, designers, compliance work, marketers, partners, distributors and sales channels separately. Patrick and Abeer had to connect those decisions around WAKE. That work helped establish why Wake Pulse Global Inc. was built as an operating company for commercialization rather than another collection of disconnected services.

Choose the path that fits why you came

If WAKE fits the moments in your life, explore the current products and purchase routes. If you are building a consumer brand and recognize the gaps between a good product and a working route to market, see how WPG evaluates brands for commercialization.