Chill Brands acquires UK exclusive distribution rights for ELF nicotine pouches, also distributing ELFBAR and Lost Mary e-cigarettes

Key Points:

·Partnership Details: British consumer goods distributor Chill Brands has become the exclusive UK distributor of ELF nicotine pouches and has also acquired nationwide convenience retail distribution rights for ELFBAR and Lost Mary e-cigarettes.

·Market Potential: UK nicotine pouch sales surged 82% to £131 million (approximately $200 million) last year and are projected to exceed £200 million (approximately $300 million) by 2025, with annual growth expected to maintain near 40% for the next few years.

·Product Features: ELF nicotine pouches are a smokeless, tobacco-free, modern nicotine product designed for use under the lips and fall under the harm reduction category.

·Market Plan: The company will accelerate market penetration and consumer education through in-store displays, sample trials, and other marketing initiatives.

On September 11, 2025, according to Proactive's report on September 10, the UK consumer goods distribution company Chill Brands Group announced that it has officially become the master distributor of ELF Nicotine Pouches in the UK. The company will distribute the product through its subsidiary, Chill Connect.

ELF Nicotine Pouches are produced by Shenzhen iMiracle Technology, also the owner of the ELFBAR and Lost Mary brands. According to a cooperation agreement, Chill Brands will also distribute products from these two brands in the entire convenience retail network in the UK.

In order to coincide with the launch of their product, Chill Brands will be introducing in-store displays, experiential events, and other promotional activities to enhance market awareness and drive usage. The Chill Brands Group has revealed that this collaboration will kick off in September and is expected to result in revenue growth for the next fiscal year.

Chill Brands Group states that the nicotine pouch market is rapidly expanding. Retail sales in the UK market grew by 82% last year to £131 million (approximately $200 million), with projections to exceed £200 million (approximately $300 million) by 2025. Some analysts believe that the market's annual growth rate is likely to continue at nearly 40% until 2030.

Has been authorized by RELX International to become the main distributor of the MaxGo series

Callum Sommerton, CEO of Chill Brands, stated, "This distribution agreement is a significant milestone for the company's growth and a key recognition of the Chill Connect distribution platform. ELF Nicotine Pouches are one of the most exciting new products in the harm reduction category, while the ELFBAR and Lost Mary e-cigarette series are already among the most popular products in the UK market.

Previously, Chill Brands Group announced that it has been appointed by RELX International as its primary distribution partner in the UK market. According to the agreement, Chill Brands will be responsible for distributing the RELX MaxGo series products to independent convenience retail channels across the UK. The first batch of products is expected to arrive in September, and the necessary working capital for operations will be supported by Chill's existing inventory financing scheme announced in December 2023.

According to data, Chill Brands Group Plc is a consumer goods distribution company based in the UK, focusing on expanding channels for alternative tobacco and functional consumer products. In 2024, the company completed a governance restructuring and transformed into a light asset model, with its Chill Connect division providing retail distribution and fulfillment services for categories such as e-cigarettes.