Please give an overview of your brand
Iceberg provides an affordable and convenient range of nicotine pouches to help our users switch from smoking traditional tobacco products. Nicotine pouches are an excellent alternative to smoking and vaping, containing zero tobacco but still satisfying your nicotine craving, and they are also more convenient because they can be used discreetly in public – in the office, in the cinema, at a football match or on a train or plane. In fact, Iceberg Nicotine Pouches can be use anywhere you get a craving.
We are proud to have developed an excellent range of high-quality products. Thanks to the amazing choices of flavours and strengths, Iceberg has something to suit everybody, with over 60 SKUs – which is why we are Europe’s fastest growing brand in the sector.
How is your brand currently performing?
Iceberg is one of the fasting growing brands of tobacco-free nicotine pouches across Europe, with a steady rise in popularity since its introduction to the UK market. The rising global demand for safer smokeless alternatives combined with our innovative formula, iconic flavour combinations and distinctive packaging means we will go from strength to strength, already having a dominant presence in the industry reaching over 40 countries across Europe, Asia and Africa.
How is the nicotine pouch market currently performing?
Nicotine pouches are more than just a trend, according to a UK market analysis report (ASH Scotland), and between 2020 & 2024 the usage of nicotine pouches had doubled in the UK. Furthermore, a report published in May 2024 by Loughborough University found that one in five (20 per cent) of professional footballers in England are active users of nicotine pouches.
Do you have any new product development?
Iceberg have just launched a new, improved formula that has enhanced the feel and strength of the pouches without compromising on our great flavours. The new pouches give an instant nicotine release, which promotes a stronger nicotine experience whilst maintaining compliance with industry guidelines.
We have also recently taken the nicotine pouch experience to a new level with our capsule pouches. This advanced product incorporates flavour capsules within each pouch, giving users the versatility of two flavours in one pouch. Alongside the capsule pouches we have also released a range of nicotine- and tobacco-free Energy pouches which are perfect for those seeking a convenient and effective way to experience the invigorating boost of caffeine without the need for traditional energy drinks or coffee.
How are you supporting your brand and NPD?
Iceberg produces a range of impactful in-store marketing-branded POS materials and displays to convert foot traffic to sales, providing customers with product catalogues, posters and digital presentations for their websites and social media.
We work closely with social media influencers as well as utilising our own social media presence and will always be found at industry conventions in the UK, Europe and Dubai, to name a few.
What trends are occurring in the sector?
Currently in the UK the trend is for stronger products, with Iceberg being the strongest on the market whilst remaining fully compliant. Our new innovative formula hits the spot for UK consumers
Describe your brand in three words...
Bold, Strong, Unique