Caffeine, without the cup.
100mg in a pouch that fits in your pocket. Zero sugar, zero calories, zero nicotine.
It was never the caffeine.
It was the cup.
Coffee needs a cup, a queue and somewhere to drink it. An energy drink needs 500ml of liquid you did not ask for. The caffeine was never the problem. Everything wrapped around it was.
It started with a tin in my bag.
I'm a father of three, running several businesses. Life is rarely quiet.
I ran on coffee and energy drinks. Neither was ever quite practical. Not while travelling, not between meetings, not when I was just trying to keep up with everything.
Overseas, I came across caffeine pouches and tried them. I liked the way the caffeine was delivered. Discreet, easy to carry, no cup and no can. After that, a tin came everywhere with me.
Then I brought some home to New Zealand, and it clicked.
The problem was never caffeine. It was how we were taking it.
Coffee needs a cup, time, and somewhere to drink it. An energy drink is bulky and sweet, and not always something you want to open when all you're after is the caffeine. There had to be a simpler way. One that fits around your day instead of interrupting it.
These little packs were convenient, and they actually tasted good. Good enough that I had to get some made for Kiwis.
That's how PAX started.
Under your lip. Get on with your day.
No cup, no can, no waiting. The pouch is just a way to carry caffeine, the way a bottle carries water.
Open the tin
Take out one pouch. That's one serving.
Park it up top
Between your top lip and gum. Don't chew it, don't swallow it.
Get on with it
A slight tingle is normal. After a few minutes you stop noticing it.
Bin it when done
Leave it in for 20 to 30 minutes, then straight in the bin.
One pouch per serving. Never more than four a day. 18+ only.
Same caffeine.
You're paying for the liquid.
All three carry about the same caffeine. Only one of them fits in your pocket.
PAX 100mg, measured. Energy drinks 85 to 160mg. Brewed coffee 80 to 200mg. Typical NZ retail figures; ranges vary by brand, serve and cafe.
About a tenth of a cafe coffee.
You are not paying for a cup, a lid, a can or 500ml of liquid. You are paying for the caffeine.
A single tin works out at 75c a pouch. Twenty pouches to a tin, which is about ten days at two a day.
100mg of caffeine, 99.98% pure.
That is the whole ingredient story. Clean is what is not in it.
Purity figure supplied by our manufacturer. Full ingredient list is printed on every tin.
NZ owned. Made in the UK.
PAX is owned and run from New Zealand, and made in the United Kingdom by an established manufacturer. We picked the maker before we picked the flavours.
We gave 20 Kiwis a tin before we launched.
No panel, no agency. Twenty people who were already drinking too much coffee, asked to be honest.
Eighteen of the twenty said they would drink less coffee or fewer energy drinks with PAX on hand. Two were not sure. That is the whole sample, and we will keep saying how big it is.
Pick your three flavours.
Twenty pouches a tin, six flavours, and your first tin is guaranteed. If it is not for you, tell us within 30 days and we will refund it, including the one you opened.
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