ZYN Rolls Out “X-Low” Campaign in the UK to Target Low-Strength Nicotine Pouch Market

Dec.09

Philip Morris International’s (PMI) nicotine pouch brand ZYN has launched an “X-Low” low-strength campaign in the UK, accelerating its push into the ultra-low nicotine pouch segment, with updated packaging and new flavours already rolled out in both the UK and the Philippines.

Key Points

Philip Morris International’s (PMI) nicotine pouch brand ZYN has launched an “X-Low” low-strength campaign in the UK, targeting adult users looking to reduce nicotine intake or try smoke-free nicotine products for the first time.
ZYN is expanding its ultra-low–strength product portfolio across the UK and the Philippines, strengthening its “X-Low” and other low-intensity product lines.
The brand has updated its packaging and introduced new flavours in multiple markets, including Spearmint, Apple Mint and the Bright Green 1.5 mg variant.

2Firsts, December 9, 2025 — According to TalkingRetail, Philip Morris International’s (PMI) nicotine pouch brand ZYN has launched a new promotional campaign for its low-strength “X-Low” products in the UK. The initiative aims to highlight ZYN’s low-nicotine alternatives and attract adult consumers seeking reduced-intensity options or those trying smoke-free nicotine products for the first time.

As previously reported by 2Firsts, ZYN underwent a brand refresh in the UK in mid-2025, introducing updated packaging and new flavours, along with a new 1.5 mg ultra-low strength product. The brand also added two new flavours to the lineup: Spearmint and Apple Mint.

PMI stated that the “X-Low” naming and promotional approach is designed to directly target consumer segments seeking lower nicotine intake or exploring smoke-free options for the first time.

ZYN X-Low products are now available across major supermarkets, convenience stores and wholesale channels in the UK.

In November, PMI’s Philippine affiliate PMFTC introduced the new ZYN Bright Green 1.5 mg nicotine pouch in Manila, accompanied by refreshed packaging.

Cover image source: TalkingRetail

References:

[1] Zyn launches campaign to hero X-low variant

Also Read:

[1] Pakistan Speeds Up Local Nicotine Pouch Production as PMI Unit Prepares to Launch ZYN

[2] PMI Extends Ferrari Partnership to 2026, Bringing ZYN Nicotine Pouches to F1

[3] ZYN Nicotine Pouches Seek MRTP Authorization; FDA Sets January Meeting

[4] 2Firsts Research | ZYN Launches Limited-Edition Coffee Flavours and Can Engraving Service at Stockholm Arlanda Airport

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

British American Tobacco’s VELO Launches Limited McLaren F1 Edition: US Price Only 60% of EU/UK

BAT’s VELO has released a McLaren F1 co-branded, track-themed limited-edition pack in McLaren’s orange-black livery. Pricing is about $4.60 per can in the U.S. versus ~$7.40 in the EU/UK. The collaboration extends BAT’s partnership with McLaren dating back to 2019.

Oct.11 by 2FIRSTS.ai

Tennessee Cracks Down on Vaping: 10 % Tax Hike, Expanded Enforcement Powers, Mandatory ID Checks at Every Retail Counter

New Tennessee laws passed this year impose a 10 % tax on vaping products, empower the Tennessee Alcoholic Beverage Commission (TABC) to conduct compliance inspections, and set steep fines for retailers who sell to minors. Yet, with no statewide retail-licensing scheme for e-cigarettes, enforcing the penalties remains problematic. Meanwhile, stores in cities like Jackson have voluntarily stepped up ID scanning and product tracking to help the rules take hold.

Dec.03 by 2FIRSTS.ai

Product | NEXA FLEX Releases “Built in the USA” Version, Says All Flavors Are Tailored for Adult U.S. Users

NEXA has introduced a disposable e-cigarette, NEXA FLEX, which is promoted as “Built in the USA,” highlighting domestic production and flavors developed for adult U.S. vaping consumers. The device retains features such as a transparent e-liquid chamber, Normal/Turbo dual modes, and up to 40,000 puffs, and is scheduled to launch in late November in Texas. Other brands, including SKE and FASTA, have also recently released products labeled as “Made in the USA” or “U.S.-assembled.”

Nov.20 by 2FIRSTS.ai

Belarus to Tighten Vape Regulations, Raise Excise Taxes in 2026

Belarusian lawmakers are drafting a new bill to regulate the vape market amid growing concern over youth nicotine use and the spread of illegal products. While a total ban is not planned, the focus will be on stricter licensing, advertising limits, and higher taxes.