SNÜ is expanding its nicotine pouch portfolio with the launch of Fizzy Energy, a beverage-inspired flavour designed to help retailers capitalise on continued growth in the category.
Rolling out to UK stores from 10 July, the new variant combines a tropical flavour with an energy drink-style fizz and is available in 6mg, 12mg and 18mg nicotine strengths per pouch, as well as a 60mg per gram extra-strong option. It becomes the fourth flavour in SNÜ's extra-strong range.
The launch comes as the nicotine pouch category continues to grow rapidly. Citing Haypp data, SNÜ said the UK market is now worth around £220 million and is growing at 120 per cent year on year, with demand increasingly shifting towards discreet, tobacco-free nicotine products.
The company believes flavour innovation is becoming an increasingly important driver of sales, with Fizzy Energy developed to address growing consumer demand for beverage-inspired alternatives to traditional mint products.
Javier Soria De Vicente, international business development manager at SNÜ, said: "This is a first-of-its-kind flavour experience for SNÜ, combining the familiarity of a favourite beverage with the convenience of a modern nicotine pouch.
"Created in response to changing consumer tastes, Fizzy Energy supports customers looking beyond traditional mint flavours as demand continues to grow for exciting, unique and adventurous flavour options."
SNÜ said the range caters for first-time buyers, experienced nicotine pouch users and adult smokers switching to smoke-free alternatives by offering multiple nicotine strengths while maintaining a consistent flavour profile across the range.
The launch also supports the brand's refreshed "Own It" positioning, which focuses on engaging modern adult consumers through a lifestyle-led approach.
For retailers, SNÜ said the range offers margins with recommended retail prices between £3.99 and £4.99 per can. The company added that it has achieved a 60 per cent returning customer rate this year, underlining the importance of premium products in driving repeat purchases.
Each can of Fizzy Energy also features SNÜ's "rub-to-smell" label, allowing adult consumers to sample the aroma before purchase. The company said the feature encourages trial, reduces the likelihood of products being opened in-store and helps speed purchasing decisions. It added that its new customer acquisition rate has increased by 660 per cent over the past year, which it attributes in part to flavour discovery initiatives.
SNÜ said it will support the launch with point-of-sale materials, retailer education and field sales support.
"What sets SNÜ apart from other brands is the level of support we provide to our partners; we not only deliver the highest-quality products but the highest-quality marketing materials too," Soria De Vicente added.