Nicotine pouch brand XQS gets brand new look  

Scandinavian Tobacco Group UK has announced a re-brand across its entire XQS nicotine pouch range. The new-look packs are available to retailers from March, with the same flavours and existing price point of £5.50.

The re-brand includes a new much bolder logo, emphasizing the brand’s clarity, strength, and confidence. The entire packaging has been elevated too, offering much greater standout on shelf. The new packs demonstrate clear, simplified letterforms and glossy textures, while the striking, bright gradients of colour from the previous packs remain.

Not only will the new packs continue to have nicotine strength indicators on the front, but they will also have a new flavour profile indicator on the side, showing consumers the degree to which each sku is sweet, fresh, zesty, tangy or icy. Finally, the new look and feel also extends to the outer packaging which now becomes a powerful brand asset designed for stronger shelf impact and visibility.

XQS is the number-two brand in Sweden and was launched into the UK back in May 2024. Since then XQS has become an important part of the fast-growing UK nicotine pouch category, known for its long-lasting flavours and smaller pouch size, and at £5.50 is usually £1 cheaper than other major brands in the market. The strength is moderate at 8mg for most flavours which are catered towards regular nicotine users.

“Since launching into the UK nearly two years ago, XQS has got off to a great start but we’re confident this re-brand will have a significant impact on sales, creating a more confident, modern presence that enhances both shelf impact and brand recognition,” said Prianka Jhingan, STG’s Head of Marketing.

“There’s loads more exciting news still to come on XQS throughout 2026, so we encourage retailers to stock up with the new-look range and make the most of this exciting opportunity.”