ZYN launches campaign to hero X-Low variant

Philip Morris Limited (PML), the UK and Ireland affiliate of Philip Morris International (PMI), has announced a new campaign, highlighting ZYN X-Low (1.5mg), the latest addition to its expanding ZYN nicotine pouch range.

ZYN X-Low is now the lowest-strength variant in the world’s No.1 nicotine pouch brand[1]  portfolio, providing a suitable entry point into the category for adult nicotine users trying pouches for the first time. ZYN X-Low complements the existing ZYN portfolio, offering retailers a complete product lineup that helps meet growing shopper demand for choice and flexibility. The new variant is designed for less tingle and delivers a smoother flavour release. Spearmint, Black Cherry and Cool Mint 1.5mg are available in wholesale and on PMI Open, PML’s dedicated retailer platform.

The addition of a lower-strength option supports greater accessibility for legal-aged nicotine users within the range while maintaining the same trusted quality and patented formulation that define ZYN. As category awareness has risen to 83% this year[2], the introduction of ZYN X-Low reinforces PML’s leadership in the nicotine pouch category, providing retailers with a broader portfolio that caters to a wider spectrum of adult nicotine users.

Dor Matot, Head of ZYN UK and Ireland at PML, said: “ZYN X-Low represents the continued evolution of our nicotine pouch portfolio, offering our lowest strength to date. For adult nicotine users that want to try nicotine pouches for the first time, our 1.5mg nicotine pouch provides a suitable entrance into the category. Expanding the range in this way allows us to meet a broader spectrum of adult nicotine preferences, strengthen the role of modern oral products in the marketplace, and further our ambition of achieving a smoke-free future.”

ZYN X-Low is available now across grocery, convenience and wholesale channels. The launch of ZYN X-Low is supported by a nationwide ‘Be bold enough to take it easy with X-Low’ campaign, designed to raise awareness of ZYN’s strength variation in the portfolio and highlight the latest innovation behind the brand.

For more information, retailers are invited to contact the PMI Open Support Team at: retailersupport@iqos.co.uk.