Ultra is the breakout brand of nicotine-free pouches. The company says it has sold 5.4 million cans since launching in May 2025. In January, when it announced its Series A, that number was 1 million cans in six months.
The $11 million round was led by Left Lane Capital, with founders of Harry’s, Grüns and Rockstar Energy taking part. Ultra’s Focus pouch is built on paraxanthine, a caffeine byproduct, with L-theanine, Alpha GPC, ginseng and B vitamins. In September it added Ultra Energy: 180 mg of caffeine, 10 mg of L-theanine and B vitamins, in Wintergreen, Sweet Mint and Black Cherry.
Why it matters
Ultra said about 30% of its early buyers had never used nicotine. That’s the case for non-nicotine pouches as their own category, not just a way to quit. All of these numbers come from the company and haven’t been independently verified.
What’s next
Ultra said the Series A would pay for US hiring, retail distribution, and new formats and strengths. It’ll need that shelf space before Rockstar and C4 arrive in 2027.
"Ultra exists to give consumers a clean, guilt-free focus in the form factor they love."