Imperial Brands reveals UK trials of zoneX

A new nicotine brand from Imperial – zoneX – has been given its global debut in the UK in a series of trials, the company’s global conference revealed last month.

The nicotine pouches come in two strengths and a “Fresh Mint” flavour and the company says the product had its roots in the popular Swedish “snus” tobacco.

The website says: “Nicotine pouches are easy to use but if you’ve never tried them before, it might take a few goes to get used to. It doesn’t take long before using zoneX becomes second nature.”

Imperial has just issued the following statement:

Zone X is currently available in vape stores and limited independent stores while we further enhance our understanding of the consumer and market, before any wider national roll out is confirmed. It’s an exciting new proposition that really taps into the emerging oral nicotine delivery (OND) segment, as consumer demand for nicotine alternatives continues to grow. We’ll look forward to sharing details on any further launch plans as soon as we’re in a position to do so.

The zoneX website features a series of videos connecting the brand to dance and cycling and other activities and highlights to consumers the fact that the product can be used in gyms and on planes and has no smoke or vape.

Imperial has also been trialing a new Heat not Burn system, Pulze, which has had trials in Japan. It appears that the UK is the first market in which zoneX is being trialed and further highlights how the UK market’s embrace of tobacco alternatives is making it the centre of industry innovation.

A website has been launched where the product is explained to consumers: “Nicotine pouches are easy to use but if you’ve never tried them before, it might take a few goes to get used to. It doesn’t take long before using zoneX becomes second nature.”

More updates on this exciting development to follow.