JTI unveils refreshed Nordic Spirit packaging to boost shelf standout
March 4, 2026
Nordic Spirit range gets brand refresh (Photo: Handout)
JTI UK has unveiled a refreshed brand identity for its Nordic Spirit nicotine pouches, introducing redesigned packaging aimed at improving shelf standout and helping retailers guide adult nicotine users through the growing category.
The updated look is now live on JTI360, with the new packs set to roll out to stores over the coming months alongside refreshed point-of-sale materials.
The redesign is inspired by the “North Star” and features brighter packaging alongside clearer on-pack information to help shoppers navigate flavour, strength and pouch format options.
As the nicotine pouch category continues to expand, JTI said many adult nicotine users are looking for clearer guidance when choosing products. The updated packaging therefore includes more prominent indicators to support both consumers and retailers.
The packs now highlight whether the pouch is part of the brand’s Dry or Moist ranges, signalling the speed and intensity of nicotine release. Dry pouches offer a slower release and more subtle flavour profile, while Moist pouches deliver a faster release and stronger flavour experience.
A six-dot strength scale ranging from 6mg to 17mg has also been added to provide a clearer indication of nicotine intensity.
Each Nordic Spirit can contains 20 pouches and includes a storage compartment in the lid for used pouches before disposal. The container is made from polypropylene, which is widely recyclable through household recycling systems.
James Richards, brand lead manager at JTI UK, said the refresh was designed to help retailers capitalise on the rapid growth of the nicotine pouch category.
“With nicotine pouches continuing to grow in value at £15.9 million a month in the UK, we understand the importance of this category, and to retailers in boosting profits,” he said.
“This brand-new look, combined with enhanced on-pack communications, ensures Nordic Spirit achieves superior shelf stand-out and empowers retailers to provide more guidance to existing nicotine users.”
Richards added that while the packaging has been updated, the product itself remains unchanged.
“What’s inside hasn’t changed – it’s still the same high-quality nicotine pouch and refreshing flavours in a variety of strengths that your customers know and love.”
The new branding was first introduced with the launch of Nordic Spirit Frosty Mint Max in October, which debuted the updated design and North Star logo.
The refresh comes as the brand continues to receive industry recognition. Nordic Spirit’s Moist Range was recently named Product of the Year 2026 in the nicotine pouch category at the Product of the Year Awards, the UK’s largest consumer-voted survey of product innovation.
More than 8,000 shoppers took part in the survey that determines the winners, marking Nordic Spirit’s third major product award in the past five years and reinforcing its position in the fast-growing nicotine pouch market.
