Offering consumers the chance to ‘Zone in’ on nicotine pouches
NICOTINE products manufacturer Imperial Brands has launched into the nicotine pouch subcategory with the roll out of its new brand, Zone.
Created to support retailers who want to capitalise on the rising popularity of nicotine pouches, Zone comes as a result of significant research and development from Imperial Brands, who are already well-established in the sector with its brands such as Golden Virginia, Players, Embassy, Rizla as well as the Blu vape brand.
The launch of Zone comes with five flavour options consisting of Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. Four of the flavours come in 10mg nicotine strength variants, Sweet Mint, Cool Mint, Juicy Peach and Watermelon Ice, whilst both Watermelon Ice and Cool Mint come in a stronger 11mg format.
Each Zone pack contains 20 nicotine pouches in a new, slimmer format for a more discreet mouthfeel and carries an RPP of £6.50 per pack.
Andrew Malm, UK market manager at Imperial Brands, said: “With the category volume predicted to grow by 234% in the next 5 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.
“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.
“Popular flavours and nicotine strengthes 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.”
