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Reporting File: Built for the Shift: Why Dan Perilli Created ALRT

Canadian firefighter Dan Perilli founded and continues to drive ALRT around the realities of first response and shift work. WPG powers the commercial system around that founder led purpose. The current Cool Mint record lists 50 mg caffeine, L theanine and Alpha GPC; the story does not establish efficacy, endorsement, national distribution or sales performance.

ALRT Journalist audience Published by WPG Brands Newsroom Editorial oversight: James Cappellano, Principal, Growth, Ventures & Decision Strategy
Why this mattersCanadian 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.+
What this record establishesCanadian 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.
ALRT Cool Mint energy pouch can
The verified record

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.

Sources: ALRT brand record · ALRT market entry record · ALRT Cool Mint official product page
What changed

The reader sees ALRT as a founder led response to a specific working reality, not a generic energy product wearing first responder language.

Sources: ALRT brand record · ALRT market entry record · ALRT Cool Mint official product page
The reporting angle

Canadian firefighter Dan Perilli founded and continues to drive ALRT around the realities of first response and shift work. WPG powers the commercial system around that founder led purpose. The current Cool Mint record lists 50 mg caffeine, L theanine and Alpha GPC; the story does not establish efficacy, endorsement, national distribution or sales performance.

Sources: ALRT brand record · ALRT market entry record · ALRT Cool Mint official product page
Evidence to evaluate next
  • Use the linked sources for attribution and current facts.
  • Treat product availability, commercial results and third party relationships as current only when their dated records support them.
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About this record
Article recordCurrent
  • Published byWPG Brands Inc.
  • Current version
  • Evidence3 sources

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Record history
  1. Current page version
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