Imperial Brands has launched a new nicotine pouch brand, ZONE, in the UK, aiming to help retailers capitalize on growing consumer interest in nicotine pouches while attracting adult nicotine users seeking a lower-risk nicotine delivery system.
ZONE nicotine pouches contain 20 pouches per can, featuring a slimmer design for improved taste and easier concealment . Priced at £6.50.
The initial product line offers five flavor options: Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach, and Berry Blast.
In the UK nicotine pouch market, the 9-12 mg nicotine strength range accounts for approximately 43.4% , and ZONE is positioned within this range to capitalize on the growth opportunities in this segment. ZONE will offer a 10 mg strength version in its four flavors, with an additional 11 mg strength version available for the Cool Mint and Berry Storm flavors.
Andrew Malm, UK Market Manager for Imperial Tobacco, said: " We expect sales of this category to grow by 234% over the next five years , so the opportunity to develop high-quality nicotine alternatives for the UK market is extremely attractive ."
He added, “ ZONE is the result of extensive research and product development, and also offers an excellent business expansion opportunity for the retail industry. The brand will gradually enter independent retail channels in the coming weeks, aiming to provide retailers with an ‘attractive and competitive’ consumer product line of nicotine bags . Furthermore, the brand is produced in ‘top European manufacturing facilities,’ aligning with the company’s strategy of promoting a portfolio of non-flammable products. ”
Source: nicotineinsider
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