Imperial Tobacco has launched a new brand of nicotine pouches.
Zone has been created to “support retailers capitalise on the escalating consumer interest for nicotine pouches, while appealing to nicotine users who are looking for an alternative nicotine experience”.
Each Zone will contain 20 nicotine pouches in a new, slimmer format for better mouthfeel and discreetness, carrying an RRP of £6.50 each. Zone will launch with five flavour options - Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. As a growing category, 9-12mg strength products currently account for 43.4% of the nicotine pouch market and Zone will therefore be available in 10mg nicotine strength across four of its flavours. Cool Mint and Berry Blast will also be available in a higher, 11mg nicotine strength variety.
UK market manager for Imperial Brands, Andrew Malm, said: “With the category volume predicted to grow by 234% in the next five years the opportunity to develop an alternative high-quality nicotine solution for the UK market was significant.”
“Zone is the result of extensive research and product development to ensure our high-quality nicotine product matches the expectations of consumers, as well as providing a great business building opportunity for the retail trade.”
Latest figures from Impact research reveal that 42% of nicotine pouch users say they are going to use more nicotine pouches in the next six months.
“With the roll-out of Zone in independents taking place over the next few weeks, we are providing retailers with an attractive and competitive offering for nicotine pouch customers who are seeking alternative choices on the gantry,” adds Malm.
“Popular flavours and nicotine strengths underpin Zone’s market appeal, and we are excited to launch this product which is produced in a state-of-the-art European manufacturing facility. With an intense, long-lasting flavour experience for users, we believe the Zone range will be a fantastic addition to retailers’ current nicotine pouch offer.”
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