GetUp Energy Bites Redefines Founder Marketing Through Ray-Ban Meta Smart Glasses

NEW YORK, NY — October 30, 2025 — GetUp Energy Bites announced the launch of a viral founder-led content series filmed entirely through Ray-Ban Meta Smart Glasses, marking the latest chapter in the company's grassroots-to-national growth story. Following its nationwide rollout in Sprouts Farmers Market's "New For You" innovation set, the brand is expanding again across delis and bodegas while inspiring audiences online with over 200,000 views across social platforms.

GetUp Energy Bites was never built in a boardroom. The company began in New York City's corner stores: pitching, sampling, and learning one conversation at a time. Before the branding, before the packaging, and before retail placement, there were founders Kabir Kurani and Kanay Shah, college students at NYU with a backpack full of caffeinated granola bites and a belief that energy shouldn't only come in a can or a cup.

Walking into bodegas with nothing but product and persistence helped define GetUp's core philosophy. The response from store owners wasn't always "yes," but each conversation revealed what people were truly looking for: real energy, clean ingredients, and convenience that fits their lives.

That same hustle carried the brand into this past summer, when GetUp officially launched in Sprouts Farmers Market's "New For You" Innovation Set, reaching 451 stores nationwide. It was a milestone that transformed what began in a few New York neighborhoods into a national retail success.

The company celebrated that growth in an unconventional way. Instead of a PR or influencer campaign, Kurani and Shah embarked on a nationwide tour, visiting Sprouts locations across multiple states, handing out samples, talking directly with shoppers, and sharing the GetUp story in person. These founder-led demos became the foundation of the brand's guiding philosophy: connect first, market second.

When summer turned to fall, GetUp returned to its roots in New York City, the same streets where the company first began. This time, however, Kurani brought along a new tool: a pair of Ray-Ban Meta Smart Glasses.

He began recording each store visit from his own point of view, walking into delis, restocking shelves, and pitching store owners face-to-face. With no crews or cameras, the content captured what entrepreneurship looks like in its purest form: raw, unfiltered, and authentic. The footage revealed the tension before a pitch, the laughter during a conversation, and the handshake that sealed each deal.

The resulting clips, shared across TikTok, Instagram, and YouTube Shorts, struck a chord with audiences. Viewers described the videos as immersive and genuine, saying they felt as though they were "inside the moment." The series quickly went viral, surpassing 200,000 views across platforms and generating hundreds of comments from aspiring founders, creators, and everyday consumers inspired by the authenticity.

More importantly, the momentum translated into real-world impact. Within days of the series gaining traction, store owners from outside New York began reaching out to inquire about stocking GetUp Energy Bites. What started as a local comeback story evolved into a new wave of growth, expanding GetUp's footprint through relationships built the same way it started: one personal connection at a time.

GetUp refers to this approach as "POV marketing." The strategy is not focused on production quality or viral metrics, but rather on transparency and authenticity, showing the process of building a brand in real time through the founder's own perspective. The Ray-Ban Meta Smart Glasses have enabled the company to share that process directly and honestly with its audience.

At a time when much of social media content feels polished and overproduced, GetUp is embracing the opposite, authenticity as the new storytelling format. From New York City bodegas to a national retail rollout and back to filming those same conversations with modern technology, this full-circle moment has become a powerful symbol of what the brand stands for.

The company's name has always represented more than caffeine. GetUp is about energy: the human kind. The drive to keep showing up, to connect, and to try again. Whether it's a local deli or a national retail chain, that same energy continues to fuel GetUp's journey. Thanks to a pair of Ray-Ban Meta Smart Glasses, the world can now see exactly what that journey looks like, as it happens.

About GetUp Energy Bites

GetUp Energy Bites are clean, caffeinated granola bites made with 100 mg of caffeine, 0 added sugar, no seed oils, and vegan, gluten-free ingredients. Designed to be a portable, guilt-free pick-me-up for active, on-the-go lifestyles.