Scandinavian Tobacco Group UK (STG) has launched its premium nicotine pouch STRÖM in the United Kingdom, making it the company’s first venture into the nicotine pouch category, reports Convenience Store.

STRÖM, which means stream or flow in Swedish, will be made available to retailers in Manchester for a trial period of six months between October and March. The product will come in three flavours, Fresh Mint, Minty Orange and Juicy Berry and, if successful, will be rolled out across the UK in 2023.
The trial in Manchester will be supported by a major marketing campaign with advertisements on buses, at train stations, on high streets and many other places, reports Convenience Store.
“Nicotine pouch sales are really gathering pace and that’s why we’re really excited to pilot our STRÖM brand in Manchester before rolling out the product to the rest of the UK. Retailers would be forgiven for thinking that the nicotine pouch category is already quite crowded, but we’re coming to the market with something more authentic, premium and sophisticated than what is already out there,” said STG’s UK country director Alastair Williams.
“STRÖM offers a prolonged taste delivery which enables an extended flavour sensation for your mouth and throat, as well as providing an equal nicotine release for a consistent and smooth experience. We’re also excited to be putting a huge marketing spend behind our regional ad campaign to raise consumer awareness and drive sales.”