STG UK refreshes XQS nicotine pouch packaging: new flavour indicators, hitting retail from March

Feb.28

Scandinavian Tobacco Group UK (STG UK) has announced a rebrand across its XQS nicotine pouch range. The updated packaging will be visible at retail from March, with the recommended retail price remaining £5.50. The new packs feature a bolder logo and glossy textures, retain nicotine strength indicators, and add a side flavour profile indicator to show the flavour type.

Key Takeaways

STG UK announced a rebrand across the XQS nicotine pouch range;
Updated packaging will be visible to retailers from March;
Flavours remain unchanged and the RRP stays at £5.50;
Packaging updates include a bolder logo and glossy textures;
A new side flavour profile indicator is added: sweet, fresh, zesty, tangy, or icy.

2Firsts, February 28, 2026

According to Better Retailing, Scandinavian Tobacco Group UK (STG UK) has announced a rebrand across its XQS nicotine pouch range.

The report said the updated packaging will be visible to retailers from March. The brand’s flavours will remain unchanged, and the recommended retail price will stay at £5.50 (about $7.00, converted at £1 ≈ $1.27).

The new packaging features a bolder logo and glossy textures, while keeping nicotine strength indicators. It also adds a flavour profile indicator on the side. This indicator tells customers the product’s flavour type, such as sweet, fresh, zesty, tangy, or icy.

Cover image source: Better Retailing

References:

[1] STG UK rolls out rebrand for XQS nicotine pouches

Also Read:

[1] XQS Rolls Out Two Beverage-Flavoured Nicotine Pouches in UK; Says Convenience Stores Are the Fastest-Growing Channel

[2] Nicotine Pouch Brand XQS Launches Summer Campaign in UK with Thousands of Free Samples

[3] STG UK Launches Three New Fruit Flavored Nicotine Pouches

[4] Haypp Voluntarily Sets a 20 mg Nicotine-Strength Cap for Nicotine Pouches and Urges the UK to Establish a Regulatory Limit

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