Nordic Spirit unveils Max, its strongest variant
October 31, 2025
JTI (Japan Tobacco International) UK has announced the launch of its strongest nicotine pouches to date, with Nordic Spirit Frosty Mint Max (17mg).
Available at an RRP of £6.50 per can, the new launch is available now through JTI360 and in key multiple grocer’s. It will also be available in Independents & Symbol groups from 3 November.
Max is the fastest growing strength segment within the Independents & Symbols channel, accounting for 16 per cent of nicotine pouch sales. In response to this trend, Nordic Spirit has introduced its strongest pouch yet at 17mg, placing it in the max strength segment along with other competitors.
With the nicotine pouch category currently worth £15.9 million a month and continuing to grow rapidly, retailers can capitalise on the latest trends amongst existing nicotine pouch users, by stocking this latest launch from Nordic Spirit.
Brand refresh
This launch also marks the debut of Nordic Spirit’s new brand expression. A bold pack that communicates strength, every design element is dialled up for Max with darker tones to cut through the clutter.
With Nordic Spirit Max, JTI is stepping boldly into the higher-strength space – offering experienced nicotine users an elevated pouch at every level.
“Frosty Mint Max marks an exciting new chapter for Nordic Spirit – our strongest product yet to meet the rising demand for high-strength options,” said James Richards, Brand Lead Manager at JTI UK. “The first to launch in our new packaging, this bold new variant will be key to help retailers to tap into the fastest-growing segment within I&S and take their nicotine pouch sales from strength to strength.”
Earlier in May, JTI has expanded Nordic Spirit range with the introduction of three on-trend flavour variants designed to cater to the growing demand for berry and tropical flavours.
