First came Zyn. Then came pouches for everything.

Tyler Le/BIWhen Eric Drymer's last startup failed in 2024, he realized the stress of "grind type shit" to keep the company afloat had led him to pick up some bad habits — namely, vaping. He largely credits hypnosis with helping him quit, but a complementary solution — nicotine pouches that eased his cravings — also gave him his next business idea.He was fascinated by the "form factor" of the pouches, he says, and it seemed like suddenly everyone around him was using them. The m