Imperial Brands Launches “Zone” Nicotine Pouches
Imperial Brands, the manufacturer behind well-known names like Golden Virginia and Blu vapes, has officially entered the rapidly growing nicotine pouch market with the launch of its new brand, Zone. This move aims to capitalize on the sector’s projected 234% volume growth over the next five years.
Zone launches with five flavors: Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach, and Berry Blast. Most are available in 10mg nicotine strength, with stronger 11mg options for Watermelon Ice and Cool Mint. Each pack contains 20 pouches in a slim, discreet format, retailing at an RRP of £6.50.
Andrew Malm, UK market manager at Imperial Brands, emphasized that Zone is the result of extensive R&D to meet consumer expectations and offer retailers a competitive product. “We believe the ZONE range will be a fantastic addition to retailers’ current nicotine pouch offer,” Malm stated, highlighting the product’s intense flavor and European manufacturing quality. The rollout to independent retailers is currently underway.
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