ZYN Rolls Out “X-Low” Campaign in the UK to Target Low-Strength Nicotine Pouch Market

Dec.09

Philip Morris International’s (PMI) nicotine pouch brand ZYN has launched an “X-Low” low-strength campaign in the UK, accelerating its push into the ultra-low nicotine pouch segment, with updated packaging and new flavours already rolled out in both the UK and the Philippines.

Key Points

Philip Morris International’s (PMI) nicotine pouch brand ZYN has launched an “X-Low” low-strength campaign in the UK, targeting adult users looking to reduce nicotine intake or try smoke-free nicotine products for the first time.
ZYN is expanding its ultra-low–strength product portfolio across the UK and the Philippines, strengthening its “X-Low” and other low-intensity product lines.
The brand has updated its packaging and introduced new flavours in multiple markets, including Spearmint, Apple Mint and the Bright Green 1.5 mg variant.

2Firsts, December 9, 2025 — According to TalkingRetail, Philip Morris International’s (PMI) nicotine pouch brand ZYN has launched a new promotional campaign for its low-strength “X-Low” products in the UK. The initiative aims to highlight ZYN’s low-nicotine alternatives and attract adult consumers seeking reduced-intensity options or those trying smoke-free nicotine products for the first time.

As previously reported by 2Firsts, ZYN underwent a brand refresh in the UK in mid-2025, introducing updated packaging and new flavours, along with a new 1.5 mg ultra-low strength product. The brand also added two new flavours to the lineup: Spearmint and Apple Mint.

PMI stated that the “X-Low” naming and promotional approach is designed to directly target consumer segments seeking lower nicotine intake or exploring smoke-free options for the first time.

ZYN X-Low products are now available across major supermarkets, convenience stores and wholesale channels in the UK.

In November, PMI’s Philippine affiliate PMFTC introduced the new ZYN Bright Green 1.5 mg nicotine pouch in Manila, accompanied by refreshed packaging.

Cover image source: TalkingRetail

References:

[1] Zyn launches campaign to hero X-low variant

Also Read:

[1] Pakistan Speeds Up Local Nicotine Pouch Production as PMI Unit Prepares to Launch ZYN

[2] PMI Extends Ferrari Partnership to 2026, Bringing ZYN Nicotine Pouches to F1

[3] ZYN Nicotine Pouches Seek MRTP Authorization; FDA Sets January Meeting

[4] 2Firsts Research | ZYN Launches Limited-Edition Coffee Flavours and Can Engraving Service at Stockholm Arlanda Airport

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