ISSUED ON BEHALF OF DOSEOLOGY SCIENCES INC.
VANCOUVER – Baystreet.ca News Commentary – The energy and nicotine markets are slamming together in a massive structural shift that is accelerating delivery system convergence[1]. Oral pouch shipments are currently exploding by 41.4% year-over-year while the functional beverage world pivots toward botanical caffeine and clean-label formulas[2]. This seismic rotation of consumer habits has put a bright spotlight on Doseology Sciences Inc. (CSE: MOOD) (OTCPK:DOSEF) (FSE: VU70), Philip Morris (NYSE:PM), British American Tobacco (BAT) (NYSE:BTI), PepsiCo (NASDAQ:PEP), and Keurig Dr Pepper (NASDAQ:KDP).
Market intelligence from January 2026 confirms that the next generation of consumers is hunting for moderate, consistent focus rather than high-caffeine jitters[3]. This massive pivot is turning zero-sugar, botanically-powered pouch platforms into the primary value drivers for the 2026 cycle[4]. As capital rotates toward functional-first consumption, the industry is betting big on discreet, sugar-free energy that delivers performance without the liquid load.
Doseology Sciences Inc. (CNSX:MOOD.CN) (OTCPK:DOSEF) began pilot production of non-nicotine, caffeine-based energy pouches under its Feed That Brain brand in late January 2026, marking the company's entry into pouch-based stimulant delivery. The Kelowna, British Columbia-based company is evaluating measured, predictable energy delivery that emphasizes consistency and user control rather than intensity.
The pilot products contain no nicotine and deliver caffeine in a discreet, portable format. Unlike traditional energy beverages, pouch-based delivery offers a non-liquid, portion-based approach avoiding sugar, carbonation, and large-volume consumption. A limited direct-to-consumer initiative expected within coming weeks will generate consumer feedback and operational insights to inform future commercialization decisions.
"This pilot reflects a disciplined and intentional approach to evaluating new product formats within our platform," said Tim Corkum, President and COO of Doseology. “Feed That Brain brings a strong foundation in functional product design, and this initiative allows us to assess caffeine-based, pouch-format energy delivery under a measured and compliant framework.”
The move builds on Doseology's December 2024 acquisition of the Feed That Brain brand for $400,000, settled through securities issuance. The Toronto-based cognitive health division, founded by Forbes-recognized entrepreneur Rena R. Dempsey, was originally recognized for functional gummies and nootropic formulations.
Concurrent with the acquisition, Doseology appointed Joseph Mimran as Strategic Advisor under a three-year agreement valued at $400,000 in restricted share units. Mimran, who co-founded Alfred Sung, founded Club Monaco (later acquired by Ralph Lauren), and created Joe Fresh, stated he's encouraged by Doseology's approach to product development and regulatory compliance.
The Feed That Brain acquisition positions Doseology within two expanding markets. According to Grand View Research, the global energy drinks market is projected to expand from $79.4 billion in 2024 to $125.1 billion by 2030, while the nicotine pouch category is expected to grow from $5.4 billion in 2024 to over $25 billion by 2030 at a 29.6% CAGR. Consumer and regulatory scrutiny around sugar content and excess consumption has contributed to growing interest in alternative caffeine delivery formats.
Doseology currently maintains a national Canadian presence through its functional mushroom tincture line, available in over 500 retail locations. The company's U.S. subsidiary, Doseology USA Inc., established earlier this year, is developing pouch-based offerings blending caffeine, nootropics, and adaptogens. Led by CEO Chris Jackson, President and COO Tim Corkum, and Strategic Go-to-Market Advisor Patrick Sills, the company is positioning itself at the intersection of biotech innovation and consumer wellness.
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Philip Morris (NYSE:PM) has presented scientific evidence to the FDA's Tobacco Products Scientific Advisory Committee for Modified Risk Tobacco Product designation for ZYN nicotine pouches, which became the first nicotine pouch product authorized by the FDA in January 2025. The proposed reduced risk claim states that using ZYN instead of cigarettes reduces risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis, with the FDA noting the evidence suggests the claim is scientifically accurate.
"The FDA's Center for Tobacco Product's mission is to make smoking-related disease and death a part of America's past," said Keagan Lenihan, Chief External Affairs Officer for Philip Morris U.S. "Smoke-free products, like ZYN, play a critical role in helping CTP achieve this mission and provide adults who smoke with important information to guide their choices and a real opportunity to change."
Evidence presented demonstrated ZYN contains substantially lower levels of harmful chemicals than cigarettes while promoting complete switching from combustible products. The MRTP designation would allow Philip Morris to communicate the reduced-risk profile of ZYN's ten authorized product variants to adult cigarette smokers.
British American Tobacco (NYSE:BTI) subsidiary VELO unveiled a fan-inspired livery design for the McLaren Formula 1 Team at the Abu Dhabi Grand Prix uniquely co-created by nine superfans from the UK, Romania, Czech Republic, Mexico and beyond. The race-wide artwork appeared across core elements including driver suits, paddock screens and garage walls featuring bespoke icons representing cherished fan memories such as Papaya Family community spirit, Back-to-Back Constructors' Champions trophies, the 200 Race Wins milestone and the fastest pitstop of the 2025 season at 1.91 seconds.
"VELO believes in championing authentic self-expression, and what better way than to literally put the passion of the McLaren Formula 1 Team global fanbase onto the MCL39," said Luca Angiolillo, Global Head of Partnerships at BAT. "This co-created design is a powerful statement of how deeply fans are integrated into the team's journey, which is the ultimate embodiment of our 'Live Your Fandom' campaign."
The 'Live Your Fandom' campaign granted nine superfans a golden ticket experience spending a full day at the McLaren Technology Centre enjoying a behind-the-scenes tour, sharing cherished memories with McLaren Racing CEO Zak Brown and a surprise Q&A session with driver Lando Norris before returning for an exclusive preview revealing their contribution to the season finale livery design.
PepsiCo (NASDAQ:PEP) has achieved overwhelming consumer validation for Pepsi Zero Sugar through its revived Pepsi Challenge tour, winning 100% of national tour markets with consumer preference rates exceeding 60% across the United States. The brand distributed over one million samples across 34 markets in 23 states plus Washington, D.C., driving accelerated sales growth of 30.8% year-to-date in 2025 while nearly doubling the growth rate of the Zero Sugar Cola category.
"At Pepsi, we're always up for a challenge because we're confident in how great our cola tastes – and, if this year's Pepsi Challenge tour is any indication – America agrees," said Gustavo Reyna, Vice President of Marketing, Pepsi. "We didn't just win The Pepsi Challenge in 2025; consumers told us loud and clear that Pepsi Zero Sugar is the boldest, smoothest, and best-tasting zero sugar cola."
PepsiCo will expand the Pepsi Challenge in 2026 with additional tour stops and new flavor experiences including Pepsi Zero Sugar Wild Cherry at select locations. The brand expanded its reach to more than one million additional households compared to the previous year, demonstrating significant growth in household penetration and market share gains within the competitive zero-sugar beverage category.
Keurig Dr Pepper (NASDAQ:KDP) launched a recommended public cash offer through Kodiak BidCo B.V. for all issued and outstanding ordinary shares of JDE Peet's N.V. (EURONEXT:JDEP) at EUR 31.85 per share with the offer period running from January 16 through March 27, 2026. The board of directors of JDE Peet's unanimously supports the offer with Acorn Holdings B.V. and all board members representing approximately 69% of shares having irrevocably undertaken to tender under the offer, while JDE Peet's will also pay a previously declared dividend of EUR 0.36 per share on January 23, 2026.
After the acquisition closes in early second quarter 2026, KDP plans to separate into two independent U.S.-listed publicly traded companies creating a scaled growth challenger in North America's attractive refreshment beverages market and a global coffee leader serving 100+ countries with an unparalleled brand portfolio across all coffee segments, channels and price points. All competition clearances have been obtained and positive advice was received from the Dutch Works Council of JDE Peet's with the European Works Council satisfactorily informed of the transaction.
Article Source: https://usanewsgroup.com/2025/12/19/what-comes-after-cigarettes-vapes-and-energy-drinks/
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SOURCES:
2. https://www.foodingredientsfirst.com/news/functional-beverages-health-wellness-trends.html
4. https://www.beveragedaily.com/Article/2026/01/05/top-beverage-trends-for-2026/
