Scandinavian Tobacco Group (STG) UK has announced the launch of XQS pouches.

The new range, which is manufactured in Sweden, will be available to retailers in four variants from May onwards, with an RRP of £5.50.

XQS will be offered in four flavours with a variety of strengths, including Tropical, Blueberry Mint, Cool Ice and Arctic Freeze.

All variants will come in fully recyclable packaging and contain smaller sized pouches to ensure a ”perfect fit under the lip”.

STG acquired Swedish smoke-free brand XQS last year as part of its growth strategy designed to “enter the next gen nicotine category to complement its core range and diversify its portfolio,” it said.

The company explained that XQS pouches are known for their innovative flavours and in recent years the brand has expanded into new territories, including Switzerland and South Africa, as well as showing strong growth in its native Sweden.

STG will support the UK launch with a marketing plan targeting trade partners and consumers. The plan will include stands at various trade shows, including the National Convenience Show, along with a host of consumer-based activities in major cities and festivals throughout the summer.

STG’s UK managing director Gleb Pugacev said: “We’re delighted to launch XQS in the UK as these pouches represent a great opportunity to support tobacco harm reduction in adult smokers. Nicotine pouch sales in the UK are really gathering pace now, and much of that growth is being driven by flavour. XQS is genuinely bringing something different to the nicotine pouch market with a smaller size and longer lasting flavour, all for a lower price. With its authentic Swedish heritage, the brand truly embraces Scandinavia’s love of natural quality with flavours that taste just like they should, so we encourage retailers to stock up and get behind the launch, as we’re confident XQS will be a great success story in the UK.”

It added that it will be supporting retailers with a range of XQS point of sale material including large or small stockable units, trial encouraging clip strips or visibility units.