STG launches STRÖM nicotine pouches initially in Manchester

Scandinavian Tobacco Group UK (STG) has entered the fast-growing nicotine pouch category with the introduction of its first non-tobacco product.

Originating from Sweden, the home of most nicotine pouches, STRÖM (which is Swedish for stream/flow) is a premium nicotine pouch.

The product is available in three flavours (Fresh Mint, Minty Orange and Juicy Berry) to retailers in Manchester for a six-month trial period between October to March, before being rolled out to other cities across the UK during 2023 and beyond.

The STG sales force will be calling on stores in and around the city, explaining why STRÖM is different to competitor brands, as well as offering free stock to sell.

STRÖM is a plant-based product that has a ‘unique resin-based formula in a market of salt-based products’. It comes in a 100% plant-based plastic container made from 100% bioplastics created with pine tree oil extracted from pine leftovers.

STG will be supporting the trial in Manchester with a major marketing campaign from October to December. Consumers will see STRÖM advertised on buses, in the airport on video screens, in the train station, on the main roads, on the high streets, on street hubs and six sheet sites as well as phone boxes across Manchester.

STG’s UK country director Alastair Williams comments: “Nicotine pouch sales are really gathering pace and that’s why we’re excited to pilot our STRÖM brand in Manchester before rolling out the product to the rest of the UK.

“Retailers would be forgiven for thinking that the nicotine pouch category is already quite crowded, but we’re coming to the market with something more authentic, premium and sophisticated than what is already out there. STRÖM offers a prolonged taste delivery which enables an extended flavour sensation for your mouth and throat, as well as providing an equal nicotine release for a consistent and smooth experience.

“We’re also excited to be putting a huge marketing spend behind our regional ad campaign to raise consumer awareness and drive sales.”