Imperial Brands has expanded its next-generation nicotine portfolio with the launch of Zone, a new range of high-quality nicotine pouches aimed at helping retailers tap into fast-rising shopper demand.
The company said Zone has been designed for nicotine users seeking a convenient, discreet alternative to vaping or traditional tobacco, with pouches that can be used anywhere and deliver “fast-acting nicotine release and intense, long-lasting flavour”. The range is manufactured in Imperial’s own European factories using what it describes as high-quality raw materials and extensive R&D.
With pouches typically held in the mouth for up to 30 minutes, flavour remains a key purchase driver. Mint continues to dominate the category, accounting for around 70 per cent of sales, although fruit flavours are gaining ground.
Zone will roll out with five variants: Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. Most flavours will be available in a 10mg nicotine strength – reflecting the current market sweet spot of 9–12mg, which makes up 43.4 per cent of sales. Cool Mint and Berry Blast will also come in an 11mg strength. Each can contains 20 slim-format pouches and carries an RRP of £6.50.
Andrew Malm, UK market manager at Imperial Brands, said the launch comes as the pouch category is expected to surge by 234 per cent in volume over the next five years.
“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,” he said.
Nicotine pouches continue to gain traction among adult nicotine users who value their discreetness, affordability and ease of use. Imperial cited recent data showing that 42 per cent of pouch users expect to increase their usage in the next six months.
Malm said the roll-out into independent retailers will take place “over the next few weeks”, offering stores “an attractive and competitive offering for nicotine pouch customers who are seeking alternative choices on the gantry”.
“Popular flavours and nicotine strengths underpin Zone’s market appeal,” he added, “and we believe the Zone range will be a fantastic addition to retailers’ current nicotine pouch offer.”
The launch positions Imperial Brands to strengthen its presence in one of the convenience sector’s fastest-growing nicotine categories, with the company saying Zone’s flavour variety and slim, discreet design will offer retailers a credible point of difference on shelf.