Key Points
- The Slay nicotine pouch brand is positioned as a lifestyle-oriented product targeting female consumers.
- Its packaging uses pearlescent and pastel color tones, differing from the darker designs common in the category.
- Flavours include Mad Menthol, Raspberry Sky, Matcha Mint, Caffé Latté and Sweet Emotion.
- Continental Tobacco Group has committed several million pounds to the brand and has begun initial testing in selected retail stores.
2Firsts, 3 December 2025 — According to KamCity, Hungary-based Continental Tobacco Group has launched its Slay nicotine pouch brand in the UK, presenting it as a lifestyle product aimed at female consumers.
The company stated that Slay is part of its efforts to expand its next-generation nicotine portfolio in the UK. The brand is positioned to reach adult consumer groups that have so far received relatively limited attention in the nicotine pouch market.
Slay features pearlescent materials and soft pastel packaging, setting it apart from the darker colour schemes commonly used in the category. Each flavour is marked with a distinctive hue, including Mad Menthol, Raspberry Sky, Matcha Mint, Caffé Latté and Sweet Emotion.
The product line uses compact packaging and smaller nicotine pouch sizes, which the company says consider portability and usage preferences among certain consumer groups.
Tamas Rigo, Marketing Lead for the Slay brand at Continental Tobacco Group, said the company aims to use the brand to reach a broader base of adult nicotine pouch users.
According to the firm, initial retail tests have been carried out in selected stores to monitor product visibility and purchasing behaviour.
Continental Tobacco’s field sales team plans to begin rolling out Slay across the UK market this winter, supported by in-store displays, digital and social media communications, and other promotional activities.
Cover image source: slaypouches
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