Online retailer Haypp is to exit the UK vape category in a bid to “sharpen its focus” on nicotine pouches, it has announced.
The Swedish company has reported a “rapidly expanding” market for nicotine pouches in the UK, with more than a quarter of its customers switching from vapes to pouches.
While nicotine pouches formed the core of Haypp’s offering, the company also operated a vape business in the UK.
“In the UK, our pouch customer base has grown rapidly, with a large proportion of customers having switched from vapes. To us, this signals that nicotine pouches represent the best next generation alternative for UK nicotine consumers,” said Markus Lindblad, head of legal and external affairs at Haypp.
The company said Sweden reached smoke‑free status in 2025 thanks to a “well‑regulated” oral nicotine market.
It aims to apply lessons from the Swedish model to support the responsible growth of the nicotine pouch category in the UK, including rigorous product testing, robust age-verification technology and engagement with policymakers.
Lindblad added: “This was not a decision we took lightly. We recognise the important role that vapes continue to play in the UK’s ambition to become smoke-free, and we are grateful to our many loyal vape customers.
“However, our global and UK data clearly show that the alternative nicotine landscape has been disrupted by nicotine pouches. Even in Sweden and Norway, traditional snus, which has a history dating back hundreds of years, has now been displaced by nicotine pouches.
“Sweden’s journey to becoming smoke-free demonstrates the role that well-regulated oral nicotine products can play, and we want to use our experience to help accelerate the transition to a smoke-free UK.”
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