Viter Energy
Viter Energy is a bootstrapped, Memphis-based DTC brand of caffeinated mints and gum (40-80mg caffeine per piece) with B-vitamins, using buccal absorption for fast onset, sold direct online and via Amazon, Walmart, and wholesale to individual consumers seeking a portable coffee alternative.
- Company typePrivate
- Founded2017
- HeadquartersMemphis, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Viter Energy does
Viter Energy, operated by The BSD Project LLC, is a Memphis, Tennessee-based direct-to-consumer brand of caffeinated mints and chewing gum positioned as a portable alternative to coffee and energy drinks. The company's product portfolio centers on two lines of buccal-delivery mints (Original Strength at 40mg caffeine and Extra Strength at 80mg caffeine), each formulated sugar-free with a B-vitamin complex (B3, B6, B12) and available in multiple flavors (Wintergreen, Peppermint, Spearmint, Chocolate Mint, Cinnamon), alongside a 60mg Peppermint Energy Gum. The underlying mechanism is buccal absorption through mouth tissues, which the company markets as delivering active ingredients to the bloodstream in approximately 5 minutes versus 20-30 minutes for ingested beverages. Products are manufactured in an FDA-registered, BRC/SGS-certified facility in Canada with third-party ISO-certified batch testing; mints carry Star-K kosher certification while the gum does not.
The business operates a hybrid go-to-market model anchored by its own e-commerce storefront (goviter.com) with free US shipping over $35 and a Subscribe & Save program offering 5-10% discounts on 1-6 month delivery cadences. Distribution is layered across Amazon, Walmart marketplace, select brick-and-mortar retailers, and a wholesale program for resellers, with international shipping available globally. Pricing spans $11.99 to $49.99 across 24 SKUs including single tins, variety packs, bundles, starter kits, bulk bags (~180-250 pieces), and travel packs. Customer engagement spans Facebook, Instagram, and TikTok channels, an email/SMS retention program, and a reviews page hosting nearly 2,900 reviews averaging 4.84/5. The customer base skews to individual consumers and small-business professionals (writers, chefs, drivers, headache sufferers) seeking fast, discrete energy without jitters, sugar, bathroom urgency, or coffee breath. Founded in 2017 by Jacob Baer and Bryan Leeds, the company remains bootstrapped, founder-owned, and small (1-10 employees), with no disclosed funding, revenue, or institutional ownership.
Viter Energy firmographics
Firmographics- Name
- Viter Energy
- Legal name
- The BSD Project LLC
- Website
- https://goviter.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Viter Energy is a bootstrapped, Memphis-based DTC brand of caffeinated mints and gum (40-80mg caffeine per piece) with B-vitamins, using buccal absorption for fast onset, sold direct online and via Amazon, Walmart, and wholesale to individual consumers seeking a portable coffee alternative.
- Ownership category
- akta.pro rank
Viter Energy industry classification
Industry- Product category
- Functional Confectionery / Caffeinated Mints and Gum
- NAICS
- Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Chewing Gum & Mints (CRADABAC)
- akta.pro secondary industry
- Energy Drinks & Energy Shots (CRADAHAJ)
Keywords
Where Viter Energy is headquartered
LocationHeadquarters
- HQ city
- Memphis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Viter Energy business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time purchases of energy mints and gum through e-commerce storefront, online marketplaces, and retail partners. Products available in various pack sizes (tins, bulk bags, travel packs) at price points from $11.99 to $49.99.
- Subscription (Subscribe & Save): Recurring delivery subscription model offering 5-10% discount on regular orders. Customers can select delivery frequency (1, 2, or 3 months) and manage subscriptions through their account dashboard. Provides predictable recurring revenue and customer retention.
- Wholesale/Retail Distribution: Wholesale program for retailers interested in carrying Viter Energy products in physical stores, generating revenue through B2B wholesale orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Energy Mints - Original Strength (40mg caffeine) |
| Unit Pricing | Pay-as-you-go | Energy Mints - Extra Strength (80mg caffeine) |
| Unit Pricing | Pay-as-you-go | Energy Gum (60mg caffeine per piece) |
| Unit Pricing | Pay-as-you-go | Bundles and Starter Kits |
| Subscription | Monthly | Subscribe & Save Discount |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Viter Energy product offering
Product offeringCore offering
Viter Energy manufactures and sells sugar-free caffeinated mints and chewing gum formulated with B-vitamins, leveraging buccal absorption to deliver 40–80mg of caffeine per piece directly through mouth tissues for approximately 5-minute onset. Products are sold primarily through the company's own e-commerce storefront (goviter.com) with a Subscribe & Save subscription option, and are also distributed via Amazon, Walmart, select brick-and-mortar retailers, and a wholesale program serving resellers.
Product overview
Viter Energy is a direct-to-consumer wellness company offering caffeinated mints and energy gum as an alternative to coffee and energy drinks. The product portfolio consists of two core product lines—Energy Mints (available in Original Strength with 40mg caffeine and Extra Strength with 80mg caffeine) and Energy Gum (60mg caffeine per piece)—both containing B-vitamins and utilizing buccal absorption for rapid onset. Products are offered across multiple packaging configurations including individual tins (20 mints each), 6-tin packs, bulk bags (180-250 pieces), travel packs, and variety/bundle options. The Original Strength mints come in five flavors (Wintergreen, Peppermint, Spearmint, Chocolate Mint, Cinnamon), while Extra Strength mints are available in Wintergreen and Peppermint. The gum is offered exclusively in Peppermint. All products are sugar-free, gluten-free, vegan, and carry Star-K kosher certification for mints.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Energy Mints (Wintergreen, Peppermint, Spearmint, Chocolate Mint, Cinnamon) Caffeinated mints delivering 40mg caffeine per piece (2 mints equivalent to 1 cup of coffee) with a B-vitamin complex and a sugar-free formulation. They use buccal absorption for approximately 5-minute onset, targeting health-conscious consumers who want fast, portable energy without the jitters, crash, or bathroom urgency of coffee and energy drinks.
- Extra Strength Energy Mints (Wintergreen, Peppermint) Higher-potency caffeinated mints delivering 80mg caffeine per piece (1 mint equivalent to 1 cup of coffee) with the same B-vitamin formulation and fast-acting buccal delivery. Designed for maximum focus during demanding situations for consumers who want a stronger single-dose option than the Original line.
- Peppermint Energy Gum Caffeinated chewing gum delivering 60mg caffeine per piece through direct absorption during chewing, offering quick energy without water, preparation, or bathroom urgency. Suitable for workouts and on-the-go energy needs, sold in 30-piece pouches, 90-piece boxes, and 180-piece bulk bags.
- Viter Variety Pack – 5 Tins A curated bundle of one tin each of Wintergreen, Peppermint, Spearmint, Chocolate Mint, and Cinnamon Original Strength mints (40mg caffeine each), totaling 120 mints, designed for consumers who want to sample all flavors or rotate flavors in a single purchase.
- Mints Bundles (Wintergreen, Peppermint, Spearmint, Chocolate Mint, Cinnamon) Value bundles per flavor combining 6 tins plus 1 bulk refill bag of a single flavor, offering savings over individual purchases for regular users of a specific mint flavor.
- Viter Starter Kit – Mints & Gum Introductory bundle combining 6 tins of variety Original Strength mints (40mg caffeine) with a 30-piece Peppermint Energy Gum pouch (60mg caffeine), offering new customers a way to try both product formats at a discounted price.
- Bulk Bags (Mints and Gum) Large-format packaging options offering approximately 180–250 mints per bag or 180 pieces of gum at reduced per-unit pricing, designed for heavy users seeking cost savings through bulk purchasing. Available across Wintergreen, Cinnamon, Chocolate Mint, Peppermint, and Spearmint bulk mints, plus Extra Strength Wintergreen and 180-piece Peppermint Energy Gum bulk bags.
- Travel Packs (Extra Strength Mints) Convenience packaging containing 30 individual packs of 3 Extra Strength mints each (90 mints total at 80mg caffeine per piece), designed for portable, discrete dosing during travel, workouts, or situations requiring on-the-go energy delivery.
Quantifiable outcome
- Fast-acting energy in 5 minutes (vs 20-30 minutes for coffee)
- +3 more outcomes
Companies that use Viter Energy
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles4 records
Viter Energy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Viter Energy partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Viter Energy competitors and assessment
Company assessmentEmerging players
- Black Rifle Coffee Company: Black Rifle Coffee has expanded from coffee into RTD energy drinks and adjacent caffeinated formats. It is comparable as a digitally-native, mission-driven brand competing for caffeine-seeking consumers open to format alternatives.
- Liquid I.V. Liquid I.V. is a fast-growing functional wellness brand (hydration multipliers) that has expanded into adjacent formats including caffeinated products. It is comparable as a digitally-native, subscription-friendly functional CPG brand pursuing similar 'coffee/energy drink replacement' occasions.
- ZOA Energy: ZOA Energy is a celebrity-backed functional energy drink brand selling low-sugar, B-vitamin-infused beverages. While format-different, it overlaps on the 'healthier energy' positioning and use cases (focus, workouts) that Viter targets.
Direct peers
- NeuroGum: NeuroGum sells caffeinated, nootropic-infused chewing gum in similar price tiers via DTC and Amazon. It is the closest format-overlap peer to Viter's energy gum and overlaps directly on caffeine + L-theanine/functional positioning.
- GoFast Energy: GoFast Energy produces caffeinated energy mints and gum with B-vitamins, very similar SKU architecture and pricing to Viter. It competes for the same coffee-alternative buyer via DTC and Amazon.
- Run Gum: Run Gum markets caffeinated energy gum targeted at runners, students, and professionals. It competes directly with Viter's Peppermint Energy Gum on format, caffeine-per-piece, and use cases (workouts, focus, on-the-go energy).
- Energy Mints (Bravida Foods): Energy Mints offers caffeinated mints in multiple flavors and strengths sold through DTC and retail. It is the most direct head-to-head competitor to Viter's core mint product line, including flavor variety and bulk packaging.
Broad incumbents
- 5-hour Energy: 5-hour Energy is the dominant concentrated-caffeine, format-alternative player (energy shots) and competes with Viter for the 'avoid coffee, avoid energy drinks' use case. Viter positions explicitly against the energy-shot format.
- Celsius Holdings: Celsius is a publicly-traded functional energy drink company with massive marketing budgets and broad retail distribution. While format-different (canned beverage), it competes for the same functional-caffeine, low-sugar energy occasion.
- V8 +Energy: V8 +Energy (Campbell Soup) is an established low-sugar, caffeinated functional beverage. It competes for the same 'healthy energy' occasion and benefits from the grocery-shelf scale that Viter lacks — relevant as a competitive constraint in retail expansion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Viter Energy social profiles
Digital presenceViter Energy compliance and trust
Trust signalCompliance3 records
Viter Energy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viter Energy leadership team
Management profileNumber of profiles
Profiles2 records
Viter Energy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viter Energy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Viter Energy
What does Viter Energy do?
Viter Energy manufactures and sells sugar-free caffeinated mints and chewing gum formulated with B-vitamins, leveraging buccal absorption to deliver 40–80mg of caffeine per piece directly through mouth tissues for approximately 5-minute onset. Products are sold primarily through the company's own e-commerce storefront (goviter.com) with a Subscribe & Save subscription option, and are also distributed via Amazon, Walmart, select brick-and-mortar retailers, and a wholesale program serving resellers.
Is Viter Energy a public or private company?
Viter Energy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Viter Energy founded?
Viter Energy was founded in 2017. It employs 1 to 10 people.
Where is Viter Energy based?
Viter Energy is headquartered in Memphis, United States, in the North America region.
How does Viter Energy make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Subscribe & Save) and wholesale/Retail Distribution.
Who are Viter Energy's main competitors?
Emerging players on record are Black Rifle Coffee Company, Liquid I.V. and ZOA Energy. Direct peers are NeuroGum, GoFast Energy, Run Gum and Energy Mints (Bravida Foods). Broad incumbents are 5-hour Energy, Celsius Holdings and V8 +Energy.
Does Viter Energy have an API?
No public API is recorded for Viter Energy.
What industry is Viter Energy in?
Viter Energy's product category is Functional Confectionery / Caffeinated Mints and Gum. Its primary akta.pro industry code is CRADABAC, Chewing Gum & Mints, with a secondary code of CRADAHAJ, Energy Drinks & Energy Shots. Its NAICS code is 31134 and its SIC code is 2060.