Better Retailing recently spoke to JTI UK’s Portfolio Brand Manager Bruce Terry to discuss the latest trends in the nicotine pouch category and what the company is doing to meet growing demand, in particular since the launch of Nordic Spirit.

The nicotine pouch category is going through numerous changes, driven by rapidly moving customer behaviours and demands, including higher strengths and different flavours.

This means retailers have to provide a range of options for customers and they should aim to provide variety in the category, according to Terry.

To help retailers meet demand, Terry told Better Retailing that JTI launched the Nordic Spirit Perfect Store Guide. He said the guide provides a starting point to grow sales of Nordic Spirit and offers prizes to stores that perform the best.