JTI UK Updates Nordic Spirit Packaging to Strengthen “Strength and Flavour” Guidance

Key Takeaways

• JTI UK announced an update to the brand identity of Nordic Spirit nicotine pouches;
• The new packaging is live on JTI360, and the new-design packs will enter stores over the coming months alongside updated point-of-sale communications;
• Packs add Dry/Moist indicators (slower/faster release) and a six-dot strength system (6–17mg) to guide selection;
• Each can contains 20 nicotine pouches; the lid includes a compartment to store used pouches before disposal;
• The brand lead manager cited the UK nicotine pouches category as being worth £15.9m per month (approx. $20.2m).

2Firsts, March 4, 2026

According to Convenience Store, Japan Tobacco International UK (JTI UK) has announced new brand packaging for its Nordic Spirit nicotine pouches. The refreshed branding is now live on JTI360, and the new-design packs are expected to appear on shelves over the coming months, alongside updated point-of-sale communications.

The report said Nordic Spirit’s refresh is inspired by the “North Star.” The modernised packaging is designed to provide retailers with clearer guidance on strength and flavour, helping them better recommend suitable products to existing nicotine users based on preferences.

The new packs are marked as Dry or Moist: Dry corresponds to a slower release and a more “subtle” flavour, while Moist corresponds to a faster release and a more “intense” flavour. The products also use a clear six-dot strength system, ranging from 6–17mg, to show nicotine intensity levels and guide user choice.

Each pocket-friendly Nordic Spirit can contains 20 individual nicotine pouches and includes a compartment in the lid, allowing users to store used pouches before disposing of them in a bin. The container is made of polypropylene (PP), which the report said is “widely recycled” in household recycling systems.

James Richards, brand lead manager at JTI UK, said the UK nicotine pouches category is worth £15.9m per month (approx. $20.2m), adding that the new look and enhanced on-pack communications will help Nordic Spirit stand out more on shelf while enabling retailers to provide more guidance to existing nicotine users.

The report also noted that the brand refresh follows the October launch of Nordic Spirit Frosty Mint Max, which was the first product to showcase the new look featuring the “North Star” logo.

Image Source: Convenience Store