STG announces UK launch of XQS nicotine pouches

Scandinavian Tobacco Group UK (STG) has entered the next gen nicotine category with the launch of XQS pouches.

This new range has been created in Sweden and will be available from May onwards, priced at £5.50.

XQS will be available in four flavours – Tropical, Blueberry Mint, Cool Ice and Arctic Freeze – with a variety of strengths. All four variants come in fully recyclable packaging and contain smaller sized pouches to ‘ensure a perfect fit under the lip‘.

STG acquired Swedish smoke-free brand XQS last year as a core part of the company’s growth strategy to enter the next gen nicotine category. According to STG, XQS pouches are recognised for their innovative flavours and in recent years the brand has expanded into new territories, including Switzerland and South Africa, as well as showing strong growth in its native Sweden.

STG will be supporting the UK launch with a consumer and trade marketing plan, as well as dedicated stands at a range of trade shows, including the National Convenience Show at the end of April. STG will also be supporting retailers with a range of XQS point-of-sale material including large and small stockable units, clip strips and visibility units.

STG’s UK managing director Gleb Pugacev comments: “We’re delighted to launch XQS in the UK as these pouches represent a great opportunity to support tobacco harm reduction in adult smokers. Nicotine pouch sales in the UK are really gathering pace now, and much of that growth is being driven by flavour.

“XQS is genuinely bringing something different to the nicotine pouch market with a smaller size and longer lasting flavour, all for a lower price. With its authentic Swedish heritage, the brand truly embraces Scandinavia’s love of natural quality with flavours that taste just like they should, so we encourage retailers to stock up and get behind the launch, as we’re confident XQS will be a great success story in the UK.”