STG Launches XQS Nicotine Pouches in the UK

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    Scandinavian Tobacco Group (STG) has expanded its product range with the launch of XQS nicotine pouches in the UK, marking a significant shift from its traditional cigar business to innovative nicotine solutions.

    Product Features and Flavors

    XQS offers four flavors: Blueberry Mint, Tropical, Cool Ice, and Arctic Freeze, with nicotine strengths from 8 mg to 11.2 mg. Priced at £5.50 per can, XQS is competitively positioned to be more affordable than many top brands.

    Brand History and Market Expansion

    Originating in Sweden and established for 20 years, XQS has successfully expanded into markets like Switzerland and South Africa. In the UK, STG is working to broaden distribution through convenience stores, wholesalers, and negotiations with major supermarkets.

    Marketing and Promotional Strategies

    To promote XQS in the UK, STG is engaging in robust marketing, including participation in the National Convenience Show, to solidify XQS’s presence in the market.

    Management’s Perspective

    Gleb Pugacev, STG’s UK Managing Director, highlighted that XQS aims to help adult smokers lessen tobacco harm. He pointed out the product’s advantages, such as its compact size, lasting flavors, and affordability, which are expected to make it appealing in the burgeoning nicotine pouch market. Pugacev also noted the brand’s authentic Swedish origins and commitment to quality as key drivers for its anticipated success in the UK.


    The introduction of XQS nicotine pouches demonstrates STG’s dedication to offering less harmful, innovative nicotine alternatives to adult smokers. With its strong brand legacy and strategic market initiatives, STG is well-positioned to advance in the nicotine pouch industry in the UK.