Why Smart Capital is Ditching Sugar for Science

Executive Summary

• Doseology Sciences Inc. has begun pilot production of nicotine‑free, caffeine‑based energy pouches under its “Feed That Brain” brand, with a direct‑to‑consumer test slated for the coming weeks.
• The company previously acquired the Feed That Brain brand in December 2024 for $400,000 (stock issuance) and added Joseph Mimran as a strategic advisor on a three‑year, $400,000 restricted share unit agreement.
• Industry context: global nicotine pouch market projected to reach $25.40 billion by 2030; energy drinks market expected to grow from $79.4 billion (2024) to $125.1 billion by 2030.

Key Details

• Pilot Production: Late‑January 2026 start of caffeine‑based pouch manufacturing in Kelowna, BC; product avoids sugar, carbonation, and liquid bulk of traditional energy drinks.
• Testing Plan: Small direct‑to‑consumer trial to collect customer feedback and operational data before any larger rollout.
• Acquisition Background: Feed That Brain brand purchased for $400 k (stock) in Dec 2024; brand previously focused on functional gummies and nootropic supplements.
• Strategic Advisor Deal: Joseph Mimran engaged for three years, compensated with $400 k in restricted share units.
• Current Product Portfolio: Doseology sells gummies and collagen products under Feed That Brain in ~500 Canadian retail locations; U.S. subsidiary developing caffeine‑plus‑nootropic/adaptogen pouches.
• Leadership Team: CEO Chris Jackson; President & COO Tim Corkum (quoted on pilot); Strategic Go‑to‑Market Advisor Patrick Sills.
• Industry Projections:
• Nicotine pouch market: $5.4 billion (2024) → >$25 billion by 2030, CAGR ≈ 29.6%.
• Energy drinks market: $79.4 billion (2024) → $125.1 billion by 2030.
• Related Market Moves:
• Philip Morris presented MRTP data for ZYN to FDA; Altria reported FY 2025 results; GURU launched a zero‑sugar caffeine drink; Vita Coco named Weston McKennie brand ambassador. (Included for contextual market landscape.)

Notable Quotes

• “This pilot reflects a disciplined and intentional approach to evaluating new product formats within our platform,” – Tim Corkum, President & COO, Doseology Sciences Inc.
• “Feed That Brain brings a strong foundation in functional product design…allows us to assess caffeine‑based, pouch‑format energy delivery under a measured and compliant framework.” – Tim Corkum (continued).