Imperial Brands launches ZONE nicotine pouches in the UK, covering the core 9–12 mg strength segment

Key Takeaways

• Imperial Brands has officially launched its ZONE nicotine pouch brand in the UK, targeting the growth of the smoke-free nicotine segment and aiming to capture demand from adult nicotine users and retail channels.
• The product is positioned in the mainstream 9–12 mg strength segment, which accounts for around 43.4% of the UK market. ZONE will offer 10 mg and 11 mg variants within this high-potential range.
• The launch includes a broad line-up: 20 pouches per can, slim format, £6.50 RRP, and five initial flavours—Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast—designed to balance discretion and flavour experience.
• Imperial expects strong category growth, forecasting a 234% increase in UK nicotine pouch sales over the next five years, positioning ZONE as a key element of its smoke-free product strategy.

2Firsts, 18 November 2025 — According to Grocery Trader, Imperial Brands (hereinafter “Imperial”) has launched its ZONE nicotine pouch brand in the UK, entering the country’s nicotine pouch segment.

Each can of ZONE contains 20 pouches in a slim format designed to enhance mouthfeel and provide a more discreet user experience. The recommended retail price is set at £6.50. The brand debuts with five flavours: Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. Four of these flavours will be available in a 10 mg strength, while Cool Mint and Berry Blast will also be offered in a higher 11 mg strength option.

Reports indicate that mint flavours currently account for around 70% of nicotine pouch purchases in the UK, while fruit flavours are showing rapid growth momentum.

Imperial notes that the 9–12 mg strength segment represents approximately 43.4% of the UK nicotine pouch market. ZONE is therefore positioned within this range to capture opportunities in the core strength category.

The product will be distributed through independent retail channels, with Imperial stating that ZONE aims to provide retailers with “an attractive and competitive option” for nicotine pouch customers. The brand is manufactured at European facilities, aligning with Imperial’s broader strategy to expand its smoke-free product portfolio.

Andrew Malm, Imperial’s UK Market Manager, said: “With the category expected to grow by 234% over the next five years, the opportunity to develop high-quality alternative nicotine solutions for the UK market is considerable.”

Image Source: Grocery Trader