JTI UK has unveiled the 40 regional winners as part of its Nordic Spirit ‘Perfect store’ competition among independent retailers.

Ten winners from each of the four JTI regions won a prize bundle worth up to £2,000 per store, including one year’s supply of Nordic Spirit, a Fitbit Versa 3 Smartwatch, £125 restaurant vouchers and limited-edition Nordic Spirit merchandise. 

Earlier this year, retailers were encouraged to follow the five pillars of Nordic Spirit’s Perfect Store Model to generate product awareness in-store and boost sales. To be awarded as a regional winner, the retailers excelled on each pillar that were worth a certain number of points, which their local JTI Business Adviser scored them on during their scheduled store visits.  

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Bruce Terry, portfolio brand manager at JTI UK, said the nicotine pouch category in the UK is now worth over £31.7m per year and this is only expected to increase in the months ahead. “Nearly half (44.5%) of nicotine pouch sales also comes through the convenience and independents channel, so it’s hugely important we support and reward our highly valued trade partners.

“Our biggest congratulations go out to all the successful retailers who went the extra mile to action the advice in our Perfect Store Model, helping to boost their sales in the process. Stay tuned for the announcement of our national winners later this year and in the meantime, our local JTI Business Advisers, as well as the resources available on JTI Advance are here to help retailers maximise the nicotine pouch opportunity.”  

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Soheil Haji, owner of Londis Retail Canterbury, an eastern regional winner, said: “We’re very pleased to have been chosen as a regional winner. We’re always looking at new opportunities to promote products and see what difference it can make to the store. Working with a JTI Business Adviser as part of the Perfect Store competition, we increased our merchandising in-store, with eye-catching PoS highlighting Nordic Spirit behind the counter.

“We also provided training to staff so that they could speak about the range and up-sell to customers. We’ve seen really encouraging sales following the changes and increased visibility of Nordic Spirit. After all, if you don’t tell a customer or advertise a product, they won’t give it a go.”

In the spring, one national champion per JTI region will be crowned a winner and receive a package worth up to £20,000 per store.

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