By Timothy S. Donahue
Top Takeaways:
- Higher strength: Philip Morris added a new 16.5mg Menthol Ice product to the ZYN nicotine pouch lineup in the UK.
- Retail push: PMI is offering retailers a 63% POR incentive during the launch period to accelerate distribution and sales.
- Category growth: PMI says ZYN sales volumes in the UK surged 400% between late 2024 and late 2025.
Philip Morris International is expanding its ZYN nicotine pouch portfolio in the United Kingdom by launching its highest-strength product to date, as competition intensifies in Europe’s rapidly growing oral nicotine market.
The company’s UK affiliate, Philip Morris Limited, announced the addition of ZYN Menthol Ice 16.5mg, a eucalyptus- and menthol-flavored pouch for adult nicotine users seeking stronger products.
The new variety is now available through PMI Open, the company’s online trade platform, and will begin its broader wholesale rollout at the end of May. To support the launch, PMI is offering retailers a flat 63% profit-on-return incentive for the second quarter.
The company said the new product strengthens ZYN’s full-strength portfolio and expands options for adult consumers of nicotine pouches. According to PMI consumer research, “product choice is the number one driver of purchase in convenience stores,” particularly as the nicotine pouch category expands rapidly across the UK market.
PMI said the new 16.5mg product complements ZYN’s existing 13.5mg Menthol Ice variant and helps retailers better serve both new and existing adult users of nicotine pouches. Dor Matot, head of ZYN UK and Ireland at Philip Morris Limited, said the product is an important addition to the brand’s nicotine pouch lineup.
“Zyn Menthol Ice 16.5mg is an important addition to our nicotine pouch portfolio, giving retailers access to the highest strength product in the Zyn range,” Matot said. “As adult nicotine pouch users continue to seek out a wider choice of flavors and strengths, retailers need a portfolio that can cater to both new and existing users.
“With its intense menthol flavor, premium positioning and strong retail support, Zyn Menthol Ice 16.5mg helps retailers unlock the full potential of this fast-growing category.”
The launch comes amid explosive growth for nicotine pouches in the UK and broader European markets.
According to PMI, ZYN sales volumes in the UK increased by 400% between December 2024 and December 2025. The company also said that ZYN remains the world’s leading nicotine pouch brand.
