The acquisition aims to broaden Imperial’s portfolio of nicotine pouches in Europe. Helwit currently holds a market share of 3.4 percent in Sweden and operates its business through a clear omnichannel strategy. The company sells directly to consumers via its own online store, which also serves as a platform for the innovation project Helwit Concept, where new products are tested with end customers. This direct e-commerce is complemented by broad distribution through major external online stores for snus and physical retail. The brand also has established online sales in the wider European region and is available in select stores in the United Kingdom.
Through the purchase of Yoik Group, Imperial doubles its existing market share in Sweden. The Swedish market is central to the segment and accounts for over 40 percent of the total volumes for nicotine pouches in Europe.
Aleš Struminský, European Head of Imperial Brands, states that the acquisition reflects the company’s disciplined approach to strengthening the portfolio in markets where they already have a presence and see long-term growth opportunities. Tomaš Jauković, Sweden Head of Imperial Brands, highlights the combined expertise of the two companies:
We look forward to combining our expertise in consumer insights and sales with Yoik’s consumer-driven product development and ability to build brands in order to accelerate Helwit’s long-term growth.
Yoik Group was founded in 2019 and is based in Gransholm outside Växjö. As part of the transaction, the entire team, including founders Henrik Boson, Tobias Björneskog and Felix Stefansson, will join Imperial Brands. Henrik Boson, CEO of Yoik, comments that the e-commerce brand has been built in close dialogue with the target group:
We built Helwit together with our consumers to develop the distinctive flavors and the experience they wanted. We are excited to combine this approach and our proven portfolio with Imperial’s commercial expertise.