- Imperial Brands launches ZONE – its new nicotine pouches
- Offering a fast-acting and intense nicotine and flavour experience
- Range of flavour options including market favourite, mint
- Helping retailers build business on the back of category growth forecasts
ZONE, a new brand of high-quality nicotine pouches, has been launched by Imperial Brands in the UK.
Created to support retailers capitalise on the escalating consumer interest for nicotine pouches, while appealing to nicotine users who are looking for an alternative nicotine experience, which has the convenience and ability to be used anywhere.
The latest innovation, ZONE is the result of significant research and development from Imperial Brands, who are known for established tobacco brands such as Golden Virginia, Players and Embassy, as well as Rizla, and the blu vape brand.
Manufactured at Imperial owned factories in Europe, ZONE is the result of significant research and development using high-quality raw materials, to the highest standards. ZONE delivers fast-acting nicotine release and intense long-lasting flavour.
Flavour options
With nicotine pouches left in the mouth for up to 30 minutes, fresh flavours currently dominate the category. Research indicates that mint is the current preference for flavour accounting for 70% of purchases[1], but fruit flavours are gaining traction among customers.
The launch of ZONE will see five flavour options, including Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. As a growing category, 9-12mg strength products currently account for 43.4% of the nicotine pouch market[2] and ZONE will therefore be available in 10mg nicotine strength across four of its flavours. Cool Mint and Berry Blast will also be available in a higher, 11mg nicotine strength variety.
Each ZONE will contain 20 nicotine pouches in a new, slimmer format for better mouthfeel and discreetness, carrying an RRP of £6.50 each*.
From the fresh breath experience of ZONE Cool Mint to the intense flavour delivery of ZONE Berry Blast, the flavour choices within the new ZONE range offer varied purchasing options for consumers and valuable sales opportunity for retailers.
Growth potential
Andrew Malm, UK Market Manager for Imperial Brands said: “With the category volume predicted to grow by 234% in the next 5 years[3], the opportunity to develop an alternative high-quality nicotine solution for the UK market was significant.”
“ZONE is the result of extensive research and product development to ensure our high-quality nicotine product matches the expectations of consumers, as well as providing a great business building opportunity for the retail trade.”
With nicotine pouches proving popular with existing nicotine users for providing a discreet, effective, and affordable form of nicotine delivery, the category has significant growth potential in the UK. Latest figures reveal that 42% of nicotine pouch users[4] say they are going to use more nicotine pouches in the next six months.
Andrew adds: “With the roll-out of ZONE in independents taking place over the next few weeks, we are providing retailers with an attractive and competitive offering for nicotine pouch customers who are seeking alternative choices on the gantry.”
“Popular flavours and nicotine strengths underpin ZONE’s market appeal, and we are excited to launch this product which is produced in a state-of-the-art European manufacturing facility. With an intense, long-lasting flavour experience for users, we believe the ZONE range will be a fantastic addition to retailers’ current nicotine pouch offer.”
*Based on ITUK RRP as at November 2025. For the avoidance of doubt, retailers are free at all times to determine the selling price of their products.
[1] EPOS data Oct 21 – June 25
[2] Source: EPOS data Oct21-Jun25
[3] Source: IBUK estimates Sept 2025
[4] Impact research. N=109 completed by https://impactnr.com
Comments are closed.