First came Zyn. Then came pouches for everything.

Tyler Le/BI When 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 managing dire...