Key Takeaways
- Haypp has voluntarily adopted a 20 mg per pouch nicotine-strength cap across its e-commerce platforms.
- Haypp is urging the UK government to formalize the cap as a limit within the regulatory framework under the Tobacco and Vapes Bill.
- Haypp said proportionate limits would protect consumers while preserving the reduced-risk alternative attributes of nicotine pouches.
- Haypp said some “ultra-strength” products reportedly contain up to 150 mg per pouch.
2Firsts, February 26, 2026
According to Tobacco Reporter, online nicotine pouch product retailer Haypp said it has voluntarily adopted a 20 mg per pouch cap across its e-commerce platforms and is urging the UK government to formalize that as the limit as it develops a regulatory framework under the Tobacco and Vapes Bill.
Haypp said it serves more than 1.1 million customers globally and that proportionate limits would help protect consumers while preserving nicotine pouches as a viable reduced-risk alternative to cigarettes.
Dr. Marina Murphy, Haypp’s senior director of scientific affairs, said a 20 mg maximum per pouch provides a nicotine experience comparable to smoking while preventing “ultra-strength” products from proliferating; Haypp said some nicotine pouch products reportedly contain up to 150 mg per pouch.
As previously reported by 2Firsts, Haypp Group’s 2025 fourth-quarter net sales rose 15% year-on-year to SEK 1,052.2 million (about €105 million), up 19% at constant exchange rates. Nicotine pouch volumes increased 28% year-on-year during the quarter. Quarterly orders rose to 1.337 million, and active consumers reached 630,000.
Cover image source: Tobacco Reporter
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
