Hims Alums Launch Fiber-Boosted Sweetener Brand
A new wellness startup named Poca, founded by alumni of the telehealth company Hims, has launched a fiber-boosted sweetener. The product launch reflects a growing trend in "functional foods," where staple consumer goods are fortified with health and wellness benefits.
- Poca was founded by Hilary Coles, a co-founder of the telehealth company Hims, and Emily Boschwitz, who was formerly the head of marketing at Hims. - The sweetener uses a blend of allulose and monk fruit to avoid the aftertaste associated with stevia or sugar alcohols like erythritol. Each sachet provides three grams of gut-friendly, plant-based inulin fiber, which is a notable portion of the FDA's recommended 28-gram daily value. - The initial launch includes both classic flavors like vanilla and caramel, and trend-driven options such as pistachio and strawberry shortcake. The brand plans to release limited-edition "Crush Drops," starting with Cinnamon Hearts. - The go-to-market strategy begins with a direct-to-consumer website, with plans to expand into partnerships with cafes within the year to drive product trials, followed by a push into retail partnerships next year. - Poca's seed investors include Jeni's Ice Creams founder Jeni Britton, Glossier CEO Colin Walsh, and Blank Street co-founder Vinay Menda, signaling confidence from leaders in the consumer brand space. - The global functional foods market was valued at over $300 billion in 2023 and is projected to experience robust growth, fueled by consumer demand for products with added health benefits like fiber.
