According to Grocery Trader, Imperial Brands (hereinafter referred to as “Imperial”) has launched its nicotine bag brand ZONE in the UK, entering the local nicotine bag segment.
Each ZONE nicotine bag contains 20 pieces and adopts a slim format to enhance the taste and provide a more discreet usage experience. The price is set at £6.50. The first five flavors are recommended: Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. ZONE will offer 10mg nicotine intensity in four of its flavors. Among them, Cool Mint and Berry Blast will also offer an additional higher intensity specification of 11mg.
It is reported that currently, mint flavor accounts for about 70% of the purchase share in the nicotine bag category in the UK, while fruit flavor is gradually gaining growth momentum.
Imperial pointed out that in the UK nicotine bag market, the 9-12mg intensity range accounts for approximately 43.4%. Therefore, ZONE is positioned in this range, aiming to seize the growth opportunities in this niche market.
The product will be launched through independent retail channels. Imperial stated that its aim is to provide retailers with an “attractive and competitive consumer nicotine bag product” to achieve business growth. Meanwhile, the brand is produced in European factories, which is in line with the company’s strategy of promoting a non-combustible product portfolio.
Andrew Malm, the UK market manager of Imperial, said: “Against the backdrop of an expected 234% increase in sales of this category over the next five years, the opportunity to develop alternative high-quality nicotine solutions for the UK market is extremely promising.”