Key Points
- Imperial Brands will acquire 100% of Yoik Group AB for an initial SEK515 million, or about US$53.9 million.
- Helwit held about 3.4% of Sweden’s modern oral nicotine market over the past 12 months.
- Imperial says the deal will more than double its existing share of Sweden’s modern oral nicotine market.
- Yoik’s founders and team will join Imperial Brands, adding Helwit to its existing Skruf modern oral portfolio.
2Firsts
September 8, 2026
According to an announcement by Imperial Brands on September 7, 2026, the company has agreed to acquire 100% of Swedish modern oral nicotine company Yoik Group AB, owner of nicotine pouch brand Helwit.
The initial consideration is SEK515 million, equivalent to approximately US$53.9 million or £39.8 million, with an additional deferred payment linked to Yoik’s performance over the next two years.
Helwit Holds About 3.4% of Swedish Market
Helwit is a Swedish tobacco-free nicotine pouch brand.
Imperial Brands said the brand held approximately 3.4% of Sweden’s modern oral nicotine market over the latest 12-month period.
Beyond Sweden, Helwit is sold in other Nordic markets, through online channels in Europe and in selected retail outlets in the UK.
Imperial described Helwit as a differentiated, growing brand that will add to its existing modern oral nicotine portfolio.
Imperial Says Swedish Share Will More Than Double
Imperial Brands already participates in Sweden’s snus and modern oral nicotine market through Skruf Snus AB.
The company said the addition of Helwit will more than double its existing share of Sweden’s modern oral nicotine market.
The transaction therefore represents an expansion of Imperial’s existing position rather than a first entry into the category.
Imperial also said Sweden accounts for more than 40% of modern oral nicotine volumes in Europe, making it one of the region’s most important markets for the category.
Yoik Founders and Team to Join Imperial
Yoik’s founders and existing team will join Imperial Brands following completion of the transaction.
Imperial said the arrangement will retain the brand capabilities and local market experience that supported Helwit’s growth.
Following completion, Helwit will sit alongside Imperial’s existing Skruf-related modern oral products, strengthening the group’s brand portfolio in Sweden and the wider Nordic region.
Acquisition Supports Imperial’s Tobacco Harm Reduction Strategy
Imperial Brands said in a post on its official LinkedIn account that the Helwit acquisition also supports its ambition to make a greater contribution to tobacco harm reduction.
The company said current scientific evidence suggests nicotine pouches are likely to be less harmful for adult smokers than continuing to smoke.
That characterization reflects Imperial Brands’ own assessment of nicotine pouches and its tobacco harm reduction strategy.
Imperial Continues to Expand Smokeless Portfolio
The acquisition adds to Imperial Brands’ broader expansion in smokeless nicotine products.
The company has continued to invest across nicotine pouches, heated tobacco and vaping as it develops businesses beyond traditional cigarettes.
Helwit gives Imperial an established nicotine pouch brand in Sweden and a platform with existing distribution in other European markets.
At SEK515 million in initial consideration, the transaction is relatively small at group level, but its strategic impact is concentrated in market-share expansion and portfolio depth in one of Europe’s most developed nicotine pouch markets.
Sweden Remains a Key Market for Nicotine Pouches
Sweden is one of the world’s most mature markets for oral tobacco and modern oral nicotine products.
High consumer familiarity with oral products and a large mix of domestic and international brands have made the country an important market for product launches, brand building and broader European expansion.
Imperial’s acquisition of Helwit adds to a wider pattern of major tobacco companies expanding nicotine pouch assets through acquisitions as well as organic brand development.
Competition in Sweden is increasingly extending beyond product launches into brand consolidation, market-share expansion and cross-market distribution.
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Cover Image: Imperial Brands / LinkedIn
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