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

Nov.18.2025

Imperial Brands has launched its ZONE nicotine pouches in the UK, targeting the mainstream 9–12 mg nicotine strength segment. The brand debuts with five flavours at a recommended retail price of £6.50 per can. Mint variants currently account for around 70% of UK nicotine pouch sales, while fruit flavours are growing rapidly. ZONE will be distributed primarily through independent retail channels.

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

References:

[1] Imperial Launches ZONE Nicotine Pouches in UK

[2] Imperial Brands ‘ZONE in’ on nicotine pouches with latest launch

Also Read:

[1] EPO Invalidates Philip Morris Heated Tobacco Patent After Imperial Brands Challenge

[2] Imperial Brands Launches £1.45B Buyback Plan as New Product Revenue Jumps 12-14%

[3] Company | Imperial Brands CEO: Expects double-digit NGP growth over the next five years; ZONE nicotine pouches reach ~3% share in the U.S.

[4] Imperial Tobacco Canada announced the completion of settlement litigation, warning that the black market for tobacco could impact compensation funds

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn

Notice

1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

Copyright

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

AI Assistance Disclaimer

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com