Imperial Brands buys Swedish nicotine pouch maker Helwit for over $53M
What's the deal? Imperial BrandsDealroom has a profile for this one. Try Dealroom → has acquired Yoik GroupDealroom has a profile for this one. Try Dealroom →, the Swedish company behind nicotine pouch brand HelwitDealroom has a profile for this one. Try Dealroom →, for over half a billion kronor (more than $53 million). Founded in 2019 and based in Gransholm outside Växjö, Yoik sells directly to consumers through its own online store while distributing via large external snus retailers and physical shops.
What's the endgame? The purchase aims to broaden Imperial's portfolio of nicotine pouches in Europe. Helwit currently holds a 3.4% market share in Sweden, and the deal doubles Imperial's existing share in the country.
Why Sweden? The Swedish market is central to the segment, accounting for over 40% of total nicotine pouch volumes in Europe. Helwit also has established online sales across the wider European region and stock in selected UK shops.
What changes? As part of the transaction, the entire team joins Imperial Brands, including founders Henrik Boson, Tobias Bjöneskog, and Felix Stefansson. Boson, Yoik's chief executive officer, said the e-commerce brand was built "in close dialogue with the target audience" (translated from Swedish).
What they're saying: Aleš Struminský, Imperial's head of Europe, said the deal reflects the company's disciplined approach to strengthening its portfolio in markets where it already operates. Tomaš Jauković, Imperial's Sweden head, pointed to combining "our expertise in consumer insights and sales with Yoik's consumer-driven product development" (translated from Swedish).
The signal: The acquisition underlines how major tobacco groups are chasing growth in nicotine pouches, buying up local challengers to expand in Europe's fastest-growing markets. For a startup less than six years old, joining a global player marks a rapid exit — and a bet by Imperial that a homegrown Swedish brand can accelerate its regional reach.
Read more: ehandel.se
Image credit: Generated with Gemini
