Excel's is-it-ironic-or-not branding makes sense, given the growing popularity of synthetic nicotine pouches among office workers wanting a boost. Excel Pouches cofounder John Coogan Elspeth VincentIn addition to the corporate world, the pouches have also found loyal devotees within certain circles of the political right. Lucy's first product was nicotine gum, and it also vends a Breakers brand whose nicotine pouches contain a flavor capsule. In an email interview with BI, Day Job cofounder Rion Harmon said the branding was inspired by Wall Street's hedonistic heyday. AdvertisementCoogan likened Excel to "American Psycho," a satire that he said has been "rightly embraced by finance bros as a style guide."

---

Persons: —, John Coogan, Zyn, John Coogan Elspeth Vincent In, Tucker Carlson, Alp, Coogan, Soylent, Coogan —, Lucy, l6qOZlHH6e — John Coogan, Rion Harmon, Wall, Harmon, " Coogan, Patrick Bateman, Gordon Gekko Organizations: Service, Business, Excel, Fund, Goods, Colgate, bros Locations: Excel's, Los Angeles, Montauk