STG brings a bolder look across XQS portfolio
SCANDINAVIAN Tobacco Group (STG) UK has announced a complete rebrand across its XQS nicotine pouch range to introduce a bolder look for the gantry.
The rebrand includes a stronger logo to catch consumers’ eye and ensure it can stand out in the nicotine pouch market. In addition to this, the packs also boast more glossy and colourful textures which make use of the previous colour gradients that the former packaging had.
Not only will the packs also contain nicotine strength indicators on the front, they will also have a new flavour profile indicator on the front to show consumers the degree to which each SKU is sweet, fresh, zesty, tangy or icy.
Finally, the new pack also extends to the outer packaging to further deliver a stronger shelf impact and visibility.
Despite the new look as well, the entire XQS range will still retain its £5.50 RRP, which is £1 cheaper than the standard price of nicotine pouches says STG UK.
Prianka Jhingan, head of marketing at STG, said: “Since launching into the UK nearly two years ago, XQS has got off to a great start but we’re confident this re-brand will have a significant impact on sales, creating a more confident, modern presence that enhances both shelf impact and brand recognition.
“There’s loads more exciting news still to come on XQS throughout 2026, so we encourage retailers to stock up with the new-look range and make the most of this exciting opportunity.”
