A new caffeine pouch brand is entering the performance space with a cleaner proposition than most: no sugar, no nicotine, no crash, and a founding story built around neuroscience rather than marketing. FRISS, launched in Los Angeles on April 28, 2026, is positioning its oral caffeine pouches as a precision tool for focus — not just another energy product.
The brand offers two caffeine strengths, 75mg and 100mg, in a range of flavors including Cola Ice, Mint, and Citrus. Each pouch delivers a controlled, steady release of pharmaceutical-grade caffeine through buccal absorption — placed under the upper lip, with effects reportedly kicking in within minutes and lasting up to two hours without the spike-and-crash cycle associated with energy drinks.
Who’s Behind It
FRISS was founded by Abel Santa, a Gen Z entrepreneur with a background in neuroscience and filmmaking, alongside co-founder Immanuel Portus. Santa built the brand at the intersection of science and culture — with the goal of helping high-achievers manage focus in an era of constant distraction.
“FRISS is not just about caffeine, it is about activating what is already there,” Santa said at launch. “There is a major shift in how this generation thinks about energy, focus, and performance. People want something cleaner, sharper, and more intentional. FRISS was designed to meet that without compromise.”
Certified and Connected
One detail that distinguishes FRISS from competitors: it claims to be the first internationally anti-doping certified and third-party tested caffeine pouch brand — a meaningful claim for any brand targeting athletes or performance-oriented consumers who compete under testing regimes.
The brand has already locked in partnerships that reflect its athletic positioning. FRISS is currently working with the Ferrari-backed endurance racing team AF Corse USA and six-time Olympic gold medalist Ryan Lochte — endorsements that signal where the brand sees its core audience: competitive, high-performance, and demanding more from their daily habits.
The Bigger Picture
FRISS enters a rapidly expanding category. Caffeine pouches — tobacco-free oral pouches delivering caffeine rather than nicotine — have moved from niche novelty to a growing presence in the U.S. market, propelled by TikTok virality, athlete endorsements, and consumer fatigue with traditional energy drinks.
The format appeals particularly to users who want the convenience and discretion of a nicotine pouch without the addiction. With brands like Ultra Pouches, IQ Pouch, and now FRISS all competing for shelf space and consumer attention, the category is beginning to look like a genuine challenger to the energy drink aisle — not just a novelty format.
FRISS is available now at GetFriss.com for $10 per can.
