Can you please give an overview of your brand
übbs was founded in 2022 by Neeraj Singla and Nigel Hardy, two serial entrepreneurs with decades of experience in the nicotine sector. Their vision was to develop pharmaceutical grade nicotine pouches, with end-to-end ownership of manufacturing.
Independent ownership, affordable pricing and the very highest product quality are key pillars of the brand to this day, as übbs's footprint has expanded across the UK, Western Europe, the Nordics and now the UAE.
Currently, übbs offers 12 flavours in the UK, including our latest release Coffee, across four strengths, ranging from 4-14mg nicotine per pouch. We remain committed to maintaining pharmaceutical standards for all of our products and never producing extreme strength nicotine pouches.
How is your brand currently performing?
übbs has seen a period of accelerated growth over the past two years, as consumer awareness of the category has risen and consumers become more discerning with regard to the quality of their nicotine pouch choices.
Our recent listings in Booker and Parfetts, along with strong growth in the independent retail sector, has given übbs a substantial boost in the UK in 2025. We expect this trajectory to continue in 2026, as we have achieved true nationwide distribution and look to invest in growing brand awareness.
How is the nicotine pouch market currently performing?
The category as a whole is growing rapidly, as smokers and vapers look for more convenient, discreet and affordable options. Smokers are now more than ever looking for less harmful options, and nicotine pouches deliver significantly reduced risk compared to smoking. Combined with market factors like the disposable vape ban earlier this year, nicotine pouches are cementing themselves as a key part of the reduced risk nicotine toolkit.
Do you have any new product development?
Our key new product development as we look toward the start of 2026 is a fully refreshed look to our packaging. We have re-designed the look of our labels to reflect feedback from retailers and consumers, so our product has improved shelf presence and is more communicative of the fantastic flavours we offer.
How are you supporting your brand and NPD?
Our field teams, offers and consumer campaigns are the key ways we support our brand. We work closely with our wholesalers to deploy field teams that educate retailers about our products and explain the benefits übbs delivers over other brands. We also provide competitive offers, such as BOGOF, to ensure maximum impact when we enter new markets.
We have steadily increased our investment in consumer campaigns, too. From sampling to nightlife partnerships and major brand activations, such as our Manchester Piccadilly “swap shop” campaign, we are selecting key locations where there is interest in nicotine pouches, and driving awareness.
How important are independent retailers to your brand?
Independent retailers are the backbone of übbs. Through our field team's collaboration with wholesalers, we have now reached more than 6,000 independent stockists in the UK. This presence on the high street is really important for a challenger brand like ours.
Trusted community retailers know their customers better than anyone, so the feedback and dialogue we have with our independent stockists is important to shaping the future direction of übbs.
What trends are occurring in the sector?
The category as whole is continuing to grow in conjunction with consumer awareness. We are seeing an expansion of flavour offerings from all brands, particularly as vapers look for a more discreet nicotine option.
We are also seeing a reduction in the popularity of extreme strength pouches, which is good to see as it rewards responsible brands who aim to create the safest possible products.
Describe your brand in three words …
Independent. Responsible. Innovative.