Scandinavian Tobacco Group UK (STG) has announced its entry into the next gen nicotine category with the launch of XQS pouches. This new range has been created in Sweden, the home of nicotine pouches, and will be available to retailers from this month onwards, competitively priced at £5.50.

XQS will be launching in four flavours with a variety of strengths: Tropical, Blueberry Mint, Cool Ice and Arctic Freeze. All four variants come in fully recyclable packaging and contain “uniquely smaller sized pouches” to ensure a perfect fit under the lip.

STG acquired Swedish smoke-free brand XQS last year, as a core part of the company’s growth strategy is to enter the next gen nicotine category to complement its core range and diversify its portfolio. XQS pouches are recognised for their innovative flavours and in recent years the brand has expanded into new territories, including Switzerland and South Africa, as well as showing strong growth in its native Sweden.

STG will be supporting the UK launch with a large consumer and trade marketing plan. STG will also be supporting retailers with a range of XQS pos material including stockable units and clip strips.

STG’s UK managing director, Gleb Pugacev, said: “We’re delighted to launch XQS in the UK as these pouches represent a great opportunity to support tobacco harm reduction in adult smokers. Nicotine pouch sales in the UK are really gathering pace now, and much of that growth is being driven by flavour. XQS is genuinely bringing something different to the nicotine pouch market with a smaller size and longer lasting flavour, all for a lower price. With its authentic Swedish heritage, the brand truly embraces Scandinavia’s love of natural quality with flavours that taste just like they should, so we encourage retailers to stock up and get behind the launch, as we’re confident XQS will be a great success story in the UK.”