Scandinavian Tobacco Group UK (STG) has entered the nicotine pouch category with the launch of Ström, its first non-tobacco product.

Ström is a plant-based product, made with a resin-based formula, as opposed to many competitors which are salt-based. Its container is also made from 100% plant-based plastic made with pine tree oil extracted from pine leftovers.

Launching in Fresh Mint, Minty Orange and Juicy Berry varieties, Ström is initially available to retailers across Manchester for a six-month trial period between October and March, before a wider expansion across the UK throughout 2023.

STG will be supporting the launch by sending members of its sales team to stores to offer retailers free stock to sell.

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

An in-depth look at nicotine pouches

“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.”

The supplier will be supporting the trial with marketing support throughout October and December. This includes outdoor advertising on buses, in Manchester Airport and train station, on high streets, main roads, six-sheet sites and phone boxes around the city.

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