Why WPG Exists: From Independent Products to One Commercial Operating Company

The problem WPG was built to solve

WPG Brands began with a problem its founders were already living: building a good product is only the first part of building a brand that can survive the market.

WAKE came first

Patrick Sills and Abeer Subhani co-founded WAKE through Cannitec Solutions and began developing the brand in 2024. Patrick brought commercial strategy, growth and partnership experience to the work. Abeer brought brand strategy, marketing and communications.

Together, they were not simply naming and packaging a product. They were working through the decisions that determine whether a brand can move: who it serves, what it can credibly promise, how it should enter the market and what must be true behind the message.

WAKE launched in the first quarter of 2026 as a non-nicotine energy pouch built for action sports, culture and retail. The development process also exposed a wider problem. Independent brands are commonly asked to coordinate product development, compliance, positioning, sales, distribution and publishing through different companies with different incentives. The gaps become the brand’s problem.

A second operating team expanded the proof

James Cappellano and the Clocked N’ Loaded team began developing PULSE in the middle of 2025 around performance and a clear use case. PULSE launched in the United States in mid-February 2026.

The product and route were different from WAKE, but the commercial lesson was the same: market entry requires more than attention. It requires a product, claim, audience, channel and operating plan that agree with one another.

At the end of 2025, while both brands were moving toward market, the teams from Cannitec Solutions and Clocked N’ Loaded brought their work together under WPG Brands. The aim was not to create another advisory firm. It was to build one operating company able to make and carry the decisions between product and market.

WPG connects the work most companies separate

WPG starts with demand and reality. It asks what buyers and customers are looking for, what competitors already own and what the product can truthfully deliver. From there, it aligns demand, product, position, market, authority and performance—the parts of the business too often treated as separate assignments.

This is the foundation of WPG’s commercialization work. The company does not hand a strategy back to a founder and walk away. Its work is tested against buyers, partners, compliance, distribution and customer response.

Three brands show why the model cannot be generic

WAKE launched in the first quarter of 2026, followed by PULSE in the United States in mid-February. After WPG Brands purchased ALRT and began commercializing it with Dan Perilli, the brand entered early soft distribution in May 2026.

The three brands share a non-nicotine pouch format, but they are not interchangeable. WAKE is being built through action sports, culture and retail. PULSE is rooted in performance. ALRT is focused on the realities of shift work and first-response professions. WPG’s job is to preserve those differences while strengthening the commercial work underneath each brand.

WPG’s current leadership reflects that job. Patrick Sills leads global commercial strategy, growth and partnerships. Abeer Subhani leads brand strategy, marketing and communications. James Cappellano leads innovation, growth platforms and intelligence. Maria Krivochei leads finance and operations. Maya Zor serves on the board. Lionel Khoury serves as Principal and Chairman.

A commercial record designed to keep moving

The chapters that follow will document how WPG’s operating model developed, how each brand entered the group, the people behind the work and the commercial milestones that followed. Each verified record will connect to the relevant people, companies, products, partnerships, sources and next action. When facts, products or market conditions change, the record can be updated without breaking its history.

That is how WPG intends to build brands in public: not with a flood of disconnected content, but with an accumulating commercial record that helps customers understand, buyers evaluate, partners engage and search systems answer accurately.

WPG Brands Inc. is a consumer goods operating company that develops and commercializes distinct oral consumer product brands. Its current portfolio includes WAKE, PULSE and ALRT.