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LONDON - Chill Brands Group Plc (LSE:CHLL) has been appointed as the UK master distributor for ELF Nicotine Pouches, the company announced Friday.
The consumer packaged-goods distribution firm will support ELF’s UK rollout through its Chill Connect retail division with nationwide sample distribution, product launches, and in-store activations.
The UK nicotine pouch market has shown significant growth, with retail sales volumes increasing 82% in 2024 to approximately £131 million. Industry forecasts suggest the category will exceed £200 million in value during 2025, with some projections indicating a compound annual growth rate of nearly 40% through 2030.
In a separate arrangement, Chill Connect will also wholesale products from the ELFBAR and LOST MARY branded vape ranges to its convenience retail network. The appointment begins this month and is expected to contribute to the company’s revenues in the 2026 financial year.
"This master distribution agreement represents a significant step forward for Chill Brands and a major endorsement of our Chill Connect distribution platform," said Callum Sommerton, Chief Executive Officer of Chill Brands, in the press release.
The nicotine pouch category is considered part of the reduced-risk product segment in the tobacco alternatives market. Chill Brands aims to leverage its retail network to support growth in this emerging category.
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