- Premium nicotine pouch brand brings fresh energy and differentiation to a fast-growing segment, with aim of expanding the UK nicotine category and attracting adult consumers
- Continental Tobacco backs launch with national rollout and retailer support programme
Continental Tobacco Group has announced the UK launch of Slay, a female-led premium lifestyle nicotine pouch brand made specifically to appeal to a new generation of adult consumers and to expand the nicotine category.
The Group is a family-owned, third-generation company with over 30 years of experience in the industry, bringing both heritage and innovation to every product it develops.
The launch, which comes with a multi-million-pound investment from Continental Tobacco Group, marks a major step for the business in its international growth strategy, as the company brings its expertise in tobacco and next-generation products to a lifestyle-led market in the UK as well.
Slay’s pearlescent packaging and soft pastel colour palette create strong shelf impact, setting it apart from the dark, ‘masculine’ designs that typically dominate the category.
Each flavour has its own distinctive hue, from Mad Menthol, Raspberry Sky and Matcha Mint to Caffé Latté and Sweet Emotion, helping retailers attract curiosity and drive impulse sales.
Slay’s product range combines convenience and sophistication. The compact, premium packaging and smaller, re-sized pouches are designed to be perfect for next generation consumers and to empower them to get on with their day.
Tamas Rigo, Marketing Lead for SLAY at Continental Tobacco Group, said: “Slay is more than a new product, it’s a new burst of energy for the category. The nicotine pouch space has grown fast, but it has largely spoken to the same consumer profile for too long. Slay opens the door to an underserved audience by linking functionality and flavour with modern design and lifestyle relevance.
“Retailers want products that feel fresh and aspirational and Slay delivers exactly that in tandem with the commercial logic to back it up. Our mission is to help retailers futureproof their nicotine sales by broadening appeal beyond traditional users.
“Early retail tests already show strong consumer interest, particularly among lifestyle-driven buyers, with trial stores already reporting improved visibility and faster pick-up rates.”
Continental Tobacco’s field sales team will begin its trade rollout this winter, supported by a national visibility programme that includes instore displays, digital and social communications and national awareness campaigns.
Retailers can expect POS materials, compact stands and QR-linked touchpoints that are designed to boost engagement and repeat purchase.
To find out more about Slay, including how to stock, please visit slaypouches.com.
For more information on Continental Tobacco, please visit: continentaltobacco.com.
Comments are closed.