Imperial Brands has launched a new nicotine pouch brand called Zone in the UK, aimed at meeting rising consumer demand and offering retailers a new opportunity in the growing category.
The launch features five flavours: Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. All except Berry Blast are available in a 10mg nicotine strength, while Berry Blast and Cool Mint come in 11mg. Each Zone pack contains 20 pouches in a slimmer format for improved mouthfeel and discreet use, with an RSP of £6.50.
Imperial said the pouches deliver fast-acting nicotine release and long-lasting flavour.
Mint remains the dominant flavour in the category, accounting for 70% of purchases, but fruit flavours are gaining traction. Products in the 9–12mg strength range currently make up 43.4% of the market.
Latest figures show 42% of nicotine pouch users plan to increase their usage in the next six months.
