DJ Khaled joins celebs boosting nicotine pouch startup Sesh as it aims to compete with Zyn
As nicotine pouches take off in parts of corporate America – with some tech employers handing them out to workers to boost productivity – one startup is expanding its roster of celebrity investors in the hope of taking on deep-pocketed industry leaders like Zyn. Sesh – which touts itself as one of the few pouch-makers not backed by Big Tobacco – says Grammy-winning DJ Khaled has invested in the company and is promoting its new raspberry lemon flavor.He joins A-list Sesh investors including Ashton Kutcher, Post Malone, Lance Armstrong, country musician Zach Bryan, electronic music star Diplo, the Jonas brothers and the Chainsmokers.The celebs are partnering with the company as part of the $40 million it has raised from investors like venture firm 8VC and Troy Link, the chief executive of jerky giant Jack Link’s.But looming in the background is the rise and fall of Juul, the e-cig company that had its business upended after it was slammed with hundreds of lawsuits accusing it of deliberately marketing to teenagers.
Its aggressive social media promos featuring influencers came under heavy criticism.Sesh says it is trying to avoid Juul’s mistakes, with a spokesperson describing the vaping brand as “the cautionary tale this whole category learned from.”All of Sesh’s celeb partners are over 30, “with audiences to match,” the spokesperson added.None of the stars were available for comment.“We built Sesh differently: no TikTok, no underage-skewing imagery, age verification at every point of sale.
Our partners are investors who believe in the mission, not influencers hired to reach a young audience,” the spokesperson said.DJ Khaled, known for hits like “I’m the One” and collaborations with artists including Rihanna and Lil Wayne, joins forces with Sesh as nicotine pouches appear to be having a cultural moment.In a video posted to his Instagram last month, Khaled speeds across tropical waters in a jet ski to deliver cans of Sesh to a waterf...