DRIVER Trade Partners
Introducing the Next Performance Energy Category
Consumers already understand pouches.
Consumers already buy caffeine every day.
DRIVER brings those two behaviours together in a premium nicotine-free caffeine pouch, creating a new category opportunity for retailers. Founded by former Formula 1 driver Perry McCarthy and supported by elite athletes Jessica Tappin and Dan Putnam, DRIVER delivers fast-acting energy in a format consumers already recognise, and retailers can profit from.
This isn't another energy drink. This isn't another nicotine product.
It's a new performance energy category.
Review our high-margin commercial advantages below and connect with us to turbocharge your sales.
Retail Economics
Recommended Retail Price: £5.99 per tin
Excellent profit margin
Servings Per Tin: 20
Approximate Cost Per Serving: 30p
Supply Model: Direct from DRIVER
This combination of attractive margins, repeat-purchase behaviour and premium positioning creates a compelling proposition for retailers looking to add something genuinely new to their energy offer.
Why Retailers Choose DRIVER
✅ Familiar pouch format requiring minimal consumer education
✅ A broader audience than traditional nicotine pouch products
✅ Founded by former Formula 1 driver Perry McCarthy and supported by elite athlete ambassadors
✅ Consumers already consume caffeine daily, supporting natural repeat-purchase behaviour
✅ High-value impulse purchase with a small countertop footprint
✅ Buy direct from us with competitive wholesale pricing and dedicated account support
✅ Consumer demand being built through university activations, athlete partnerships and targeted marketing initiatives
✅ Excellent profit margin
✅ Marketing, POS materials and retailer support available
Get In Early
Most energy products compete for share within an existing category.
DRIVER is creating a new one.
With premium positioning, direct supply, growing grassroots awareness and a strong profit margin, DRIVER provides retailers with the opportunity to participate in the growth of an emerging performance energy category.
Founded in motorsport. Supported by elite athletes. Built for modern consumers.
Why Retailers Are Adding DRIVER
Up to 52%
Gross Profit Margin
£5.99
Recommended Retail Price
30p
Approximate Cost Per Serving
96mg
Caffeine Per Pouch .
20
Pouches Per Tin
0%
Nicotine • Tobacco
Sugar
Direct Supply
Buy Direct From DRIVER
A Category Built for Growth
DRIVER sits at the intersection of two major consumer trends: growing demand for convenient energy solutions and the rapid adoption of pouch-based formats.
Consumers already understand how pouch products work.
DRIVER applies that familiarity to the world's most widely used performance ingredient: caffeine.
The result is a category that feels instantly familiar to consumers while offering retailers a genuinely differentiated opportunity.
Why Consumers Switch to DRIVER
Consumers increasingly want energy without:
❌ Paying for another expensive takeaway coffee
❌ Drinking large sugary energy drinks
❌ Carrying bulky pre-workout products
❌ Waiting for convenience when they're on the move
DRIVER delivers 96mg of caffeine in a discreet, convenient and fast-acting format designed for focus, performance and everyday use.
Whether studying, training, gaming, working or driving, consumers can access caffeine quickly and conveniently wherever they are.
This creates strong repeat-purchase potential driven by existing daily caffeine consumption habits.
Reach Consumers Beyond the Nicotine Category
Because DRIVER contains no nicotine or tobacco, awareness can be built through channels that traditional pouch brands cannot easily access.
This includes:
- Universities
- Gyms
- Athletic events
- Gamers
- Drivers
DRIVER is already launching across London's university network, helping generate awareness and demand amongst one of the UK's largest caffeine-consuming demographics.
Product
Specification
Each tin contains:
- 20 pouches per tin
- 96mg caffeine per pouch
- Zero nicotine
- Zero tobacco
- Zero sugar
- Zero calories
- Fast-acting delivery
- Premium Monaco Mint flavour