Continental Tobacco Group brings Slay nicotine pouch to UK 

Continental Tobacco Group has announced the UK launch of Slay, billing it as a female-led premium lifestyle nicotine pouch brand made specifically to appeal to a new generation of adult consumers.

The launch will be accompanied by a multi-million-pound investment from the Budapest-based third-generation family-owned business, marking a major step in its international growth strategy, as the company brings its expertise in tobacco and next-generation products to a lifestyle-led market in the UK as well.

Slay’s pearlescent packaging and soft pastel colour palette is designed to create strong shelf impact, setting it apart from the dark, ‘masculine’ designs that typically dominate the category.

Each flavour has its own distinctive hue, from Mad Menthol, Raspberry Sky and Matcha Mint to Caffé Latté and Sweet Emotion, helping retailers attract curiosity and drive impulse sales.

Slay’s product range combines convenience and sophistication. The compact, premium packaging and smaller, re-sized pouches are designed to be perfect for next generation consumers and to empower them to get on with their day.

“Slay is more than a new product, it’s a new burst of energy for the category. The nicotine pouch space has grown fast, but it has largely spoken to the same consumer profile for too long. Slay opens the door to an underserved audience by linking functionality and flavour with modern design and lifestyle relevance,” Tamas Rigo, marketing lead for Slay at Continental Tobacco Group, said.

“Retailers want products that feel fresh and aspirational and Slay delivers exactly that in tandem with the commercial logic to back it up. Our mission is to help retailers futureproof their nicotine sales by broadening appeal beyond traditional users.”

Rigo said early retail tests  have shown strong consumer interest, particularly among lifestyle-driven buyers, with trial stores reporting improved visibility and faster pick-up rates.

Continental Tobacco’s field sales team will begin its trade rollout this winter, supported by a national visibility programme that includes in-store displays, digital and social communications and national awareness campaigns.

Retailers can expect POS materials, compact stands and QR-linked touchpoints that are designed to boost engagement and repeat purchase.