Scandinavian Tobacco Group (STG) UK has announced that all XQS 8mg nicotine pouches will transition to 10mg.
Both its Tropical and Spearmint SKUs will remain at lower strengths to cater for new entrants to the category.
Adam Palmer, Senior Brand Manager at STG UK, said that STG’s move to create more 10mg XQS pouches would meet consumer demand for higher strengths. He claimed that some pouch brands were “going quite high” in terms of strength with 30-50mg packs, but that STG would never go to that level “due to our stance on responsible retailing”.
The firm has also added a Virgin Peppermint SKU to the XQS range. Initially only available online through websites such as Haypp, the nicotine-free variant will not be subject to the upcoming ban on free sampling of nicotine products, which comes into force on 29 October 2026. Palmer explained that the firm often uses online channels as a test bed before products are launched into bricks and mortar retail. This was the case with Fizzy Peach, which was initially sold exclusively through Vape Supplier, before becoming part of the core range.
The firm has also been working closely with independent retailers to boost sales and cultivate stronger relationships. Palmer conceded that the brand was under-indexing in the independent channel, so the firm launched Project Accelerate back in July. The 12-week initiative saw the firm review data from the top 460 pouch retailers nationwide and secure further distribution of its core range: four mint variants, Fizzy Peach and Tropical. All stores involved were provided with a counter display unit and in recent weeks the project has focused on volume-driving incentives. Meanwhile, XQS’ Get Minted campaign also helped to cement relations with independent retailers, as STG reps gave store staff scratchcards offering the chance to win cash or VIP prizes.
Palmer concluded: “It’s been a really busy year so far for XQS and we’re confident that these two latest pieces of news will help keep the brand moving in a positive trajectory. The SKU transition will cleanse the portfolio to cater for largest strength demand, while the introduction of a nicotine free variant gives a new option and should add incremental growth in the alternative pouch category. Moving forwards all our new flavours will be launched online only to test their popularity and relevance with high intent audiences, before being available to retailers which should help ensure greater success.”
