Swedish Match is continuing its expansion in travel retail with a new launch of its popular ZYN brand in the Gulf region, a traditionally important market for the tobacco category.
Dubai Duty Free is the latest partner for Swedish Match in the Gulf, but the company is also hoping to build its presence in other key MEA markets as part of its continued dedication to both travel retail and building ZYN on an international stage.
The roll-out of ZYN in the Middle East began last year with the opening of three shops with Qatar Duty Free. Now, just ahead of next month’s FIFA World Cup in the region, ZYN will launch in six further stores with Dubai Duty Free in November, as Swedish Match continues to build awareness of the nicotine pouch category in the region.
ZYN nicotine pouches landed in global travel retail late last year, following a strong performance which has seen the brand become a market leader in the domestic market in the US and the strongest player within smokefree in the Nordics. ZYN is at the heart of Swedish Match’s vision of a cigarette-free world. In travel retail, the products offer incremental sales in the nicotine category for retailers and is the perfect choice for airports, inflight, trains, cruise and ferries as they provide more choice for shoppers by offering a product which they can use in locations where traditional smoking and vaping is not permitted.
Swedish Match Global Travel Retail Manager Johannes Varhelyi said: “We have been delighted with the response to ZYN since we launched it in the travel retail market a year ago. This is a product which does not cannibalise sales as it creates more options for shoppers in the market which can be bought in addition to cigarettes and for use at a different time. This means we are helping to create shoppers who are more at ease in the travel environment, especially when traditional smoking is not an option.
“As we continue our dedication to travel retail, the Gulf market was the obvious next step for us due to its history as a key location for the tobacco category.”
The ZYN Cool Mint, Bellini and Espressino varieties are available at both the Doha and Dubai locations, while shoppers at Qatar Duty Free can also find the Citrus and Gold edition available for them. Swedish Match will also support the openings with the launch of ZYN Mini Dry, which ensures the brand can always provide the right product format with the right nicotine strength for every shopper.
The nine stores in Dubai and Doha are just the start of Swedish Match’s plans for the region, with the team also eyeing opportunities in the rest of the Gulf, Egypt, the Levant and South Africa.
Return to the MEADFA Conference
Swedish Match will underline its dedication to the Gulf and MEA region with its attendance at next week’s MEDAFA Conference in Bahrain. ZYN will be a Diamond Sponsor for the event and the team will be on-site with a dedicated stand to showcase their vision for the tobacco category and growth within the region and the wider travel retail market.
Swedish Match Travel Retail Manager Johannes Varhelyi added: “We are very excited to be returning to the MEADFA Conference. Last year’s event was the perfect platform for us as we launched ZYN in travel retail and we are looking forward to meeting friends, colleagues and potential partners to discuss our plans and how we can help build retailers’ tobacco sales in the Gulf and the wider MEA region.”
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