What this record establishes
A call can interrupt a meal, a break or the plan for the next hour.
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ALRT
Built for the Shift: Why Dan Perilli Created ALRT
QUICK FACTS
Five things to know
Canadian firefighter Dan Perilli created ALRT around the realities of first response and shift work. WPG powers the commercial system around that founder led purpose while ALRT retains its own audience, product identity and route to market.
How it works
Canadian firefighter Dan Perilli founded ALRT and continues to drive its identity and relationship with the community it was created to serve.
Who or what is involved
The working reality includes anticipation, sudden calls, long periods of attention and movement between environments.
The evidence and limits
The current Cool Mint pouch is a nicotine free oral format whose official record lists 50 mg of caffeine alongside L theanine and Alpha GPC.
What you can do next
ALRT should not ask the community to believe a slogan.
Ready
Voice is created by your device. Nothing is sent to Ask WPG Brands Inc.
The shift does not wait for a convenient routine. ALRT begins with the people doing the work, the interruptions they face and a portable product designed to fit that reality.
About this record+
- Published byWPG Brands Inc.
- Written byWPG Newsroom
- Editorial oversightJames Cappellano
- Published
- Current version
- Evidence3 sources
This panel shows who is responsible for the page, when it changed, what supports it and how the current record connects to the next governed movement.
Record history
- Published
- Record updated
Why this mattersWhen a product starts with a hard shift, the question is whether that origin still leads to a useful choice for the person on the other end.+
The questionWhy did Dan Perilli create ALRT, and what does that origin mean for someone assessing the brand today?
What you leave withYou get the founder reason behind ALRT and a direct path to the current product facts.
Now whatExplore ALRT
- Dan Perilli created ALRT around first response and shift work realities.
- ALRT has its own audience, product identity and route to market.
- WPG supports the commercial system around that founder led purpose.
The work sets the clock
A call can interrupt a meal, a break or the plan for the next hour. For first responders and shift workers, energy has to fit around the job, not ask the job to stop for it.
Dan Perilli built ALRT from inside that reality
Canadian firefighter Dan Perilli founded ALRT and continues to drive its identity and relationship with the community it was created to serve. That lived perspective is the starting point for the product and the standard the brand must keep earning.
Built for the sequence of a shift
The working reality includes anticipation, sudden calls, long periods of attention and movement between environments. ALRT’s credibility depends on listening to the people doing that work and explaining, in plain language, where a portable product may fit without pretending that one pouch solves the wider demands of the job.
One current product. One clear record.
The current Cool Mint pouch is a nicotine free oral format whose official record lists 50 mg of caffeine alongside L theanine and Alpha GPC. Current price, availability and product information belong at the official ALRT destination.
Founder led. Powered by WPG.
Dan Perilli remains the driver of ALRT’s purpose. WPG provides the connected commercial system around it: operations, product and claims discipline, retail readiness, distribution support, publishing and the continuing record of what the market proves next. That division keeps the founder’s experience visible while making responsibility for product accuracy, availability and commercial follow through easier to inspect.
Inspect the product and follow the evidence
ALRT should not ask the community to believe a slogan. The current product record is available to inspect, and future distribution or performance claims must follow dated, attributable evidence.
Read next
Choose the next part of the story.
Follow the commercial connectionSpartan Las Vegas Weekend: The ALRT Readiness Guide
A practical event guide for people who want to find ALRT, understand Cool Mint and follow what happens during the Las Vegas weekend.
Continue reading →Understand the evidenceExplore the WPG Science DeskSee what oral pouch research establishes, what remains uncertain and which claims require product specific proof.
Open the Science Desk →See the complete recordExplore all ALRT storiesContinue through the latest product, partnership and company updates from this brand.
Open the ALRT desk →Sources
In this story
- ALRTDan PerilliWPG Brands Inc.