NicotinePouch

Kelly White Bets on Female Consumers as Nicotine Pouch Competition Intensifies | 2Firsts Interview

Kelly White Bets on Female Consumers as Nicotine Pouch Competition Intensifies | 2Firsts Interview

Swedish nicotine pouch brand Kelly White is building its strategy around adult female consumers. Founder and CEO Sophia Wilsby told 2Firsts that women accounted for around 70% of the brand’s repeat customers on HAYPP in Sweden in 2025. The interview explores female consumer segmentation, product and design differentiation, gender stereotypes, packaging regulation, and how independent brands can compete with global players such as ZYN and VELO while considering funding, partnerships and future ownership options.