Former Hims Execs Are Betting on the Fiber Boom With Sweetener Pouches

Poca, a new fiber-filled, zero-calorie syrup, aims to disrupt the nutrition industry by upgrading the daily ritual of drinking coffee or tea with an instant gut-health boost

The fiber boom has highlighted a serious deficit in the majority of diets. That’s especially the case among Americans and those prioritizing high-protein, but consciously making an effort to boost fiber intake can be easier said than done.

A new brand founded by former Hims & Hers executives might be about to change that, however, by providing a convenient, on-the-go way to instantly get more of the nutrient.

Hims & Hers co-founder Hilary Coles and the platform’s former head of marketing Emily Boschwitz have launched Poca, a fiber-forward, zero-sugar and zero-calorie syrup sweetener designed to add flavor and indulgence to drinks like coffee, matcha and tea.

The syrup-filled pouches contain three grams of fiber in each pouch, which is about 10% of recommended daily fiber intake, according to the U.S. Department of Agriculture.

Coles and Boschwitz are positioning the product as a vehicle to intentionally slow down and enjoy a moment of sweetness while upgrading the daily ritual of drinking something like coffee or tea to support your gut health.

“For years, sweetness has been treated like something to cut back, swap out or engineer away,” Coles, who is serving as CEO of Poca, told Athletech News. “We started Poca with the opposite idea: what if something sweet could actually support your gut instead of working against it?”

Boxes of 10 pouches are now available online starting at $19. Poca’s launch is supported by seed investors from brands including founders from popular coffee brand Blank Street, Jeni’s Ice Creams and beauty giant Glossier.

The pouches are made with zero-calorie sweeteners allulose and monk fruit extract, and get their fiber from inulin and chicory root fiber. The launch includes staple flavors of vanilla, caramel and pistachio, as well as a limited-time drop of Cinnamon Hearts and Strawberry Shortcake.

Experts have revealed to Athletech News that 2026 would likely be the year of fiber, and so far, they’re not wrong.

The nutrient has exploded as gut health becomes a top priority and interest in protein stalls, with products like Beyond Meat’s new beverage lineup and Pepsi’s prebiotic gut-friendly sodas entering the market.