Hims Alums Launch Sweetener Brand 'Poca'
Former employees of the wellness brand Hims have launched 'Poca,' a new direct-to-consumer brand for a fiber-boosted sweetener. The launch emphasizes design-forward packaging and a health-focused narrative, illustrating the continued importance of visual storytelling in the competitive DTC space.
- Poca was co-founded by Hilary Coles, a co-founder of Hims, and Emily Boschwitz, who was the former head of marketing at Hims. Their experience at the successful DTC wellness brand informs Poca's direct-to-consumer strategy and emphasis on brand storytelling. - The sweetener is a zero-calorie syrup that avoids sugar alcohols like erythritol and alternatives like stevia, which can have an aftertaste. Instead, Poca uses a blend of allulose, monk fruit, and inulin, a plant-based fiber that adds three grams of fiber per serving. - The brand's messaging focuses on indulgence and enjoyment rather than solely on health benefits, a strategic choice to counter the "biohacking" trend in consumer-packaged goods. This aligns with a broader 2025 food marketing trend of "mood-based eating" and "soft wellness." - Poca launched with a direct-to-consumer website offering boxes of 10 single-serving pouches starting at $19. The initial, on-trend flavors include Pistachio and Strawberry Shortcake alongside classics like Caramel and Vanilla. - The company's go-to-market strategy includes future partnerships with cafes to drive trials, with plans for retail expansion the following year. This phased approach is common for DTC brands aiming to build community and brand loyalty before entering mass retail. - Poca's seed investors include notable figures from the DTC and consumer brand space, such as the co-founder of Blank Street coffee shops, the founder of Jeni's Ice Creams, and the CEO of Glossier. - The Direct-to-Consumer (DTC) food market was valued at $50.66 billion in 2023 and is projected to reach $195.39 billion by 2031, growing at a CAGR of 18.7%. This growth is fueled by consumer demand for convenience, premium ingredients, and personalized products. - Poca's "design-forward packaging" enters a market where visual identity is a key differentiator. Current trends in food and beverage branding for 2025 include the use of bold, neon colors, and imperfect, handwritten fonts to convey authenticity and stand out in a digitally saturated environment.
