- JTI UK unveils refreshed branding across its entire Nordic Spirit range
- The brand refresh follows the Moist Range’s recent triumph, earning the ‘Best Product’ title in the Nicotine Pouch category at the 2026 Product of the Year Awards
JTI UK has today revealed a refreshed brand identity for its Nordic Spirit nicotine pouches, with striking new packaging to stand out even more prominently on retailers’ shelves. The updated branding is live across JTI360, with the new design packs appearing on shelves over the coming months alongside updated brand communications at the point of sale.
With increasing choice across flavours, formats and strengths, adult nicotine users are increasingly looking for clear guidance to find the option that suits them best. In response, Nordic Spirit has refreshed its brand identity, inspired by the ‘North Star.’ Beyond the vibrant new look, the modernised packaging offers retailers enhanced guidance on strength and flavour – meaning they can better advise existing nicotine users on the best product for their preferences.
Featuring Dry or Moist indicators on pack, with respective slower and faster releases, nicotine users can select whether to use a pouch which is more subtle in flavour and has a slower release, or more intense in flavour with a faster release. The clear six dot strength system, ranging from 6-17mg, further illustrates the nicotine intensity level, guiding users to the product best suited for their preference. Each can of pocket-friendly Nordic Spirit contains 20 individual pouches and has a useful compartment in the lid where used pouches can be stored before disposal in a bin. The container itself is made of polypropylene (PP) and is widely recycled in household recycling.
James Richards, Brand Lead Manager at JTI UK, says: “With Nicotine Pouches continuing to grow in value at £15.9million a month in the UK[1], we understand the importance of this category, and to retailers in boosting profits. That’s why, this brand-new look, combined with enhanced on-pack communications, ensures Nordic Spirit achieves superior shelf stand-out and empowers retailers to provide more guidance to existing nicotine users.
“What’s inside hasn’t changed, it’s still the same high-quality nicotine pouch and refreshing flavours in a variety of strengths that your customers know and love.”
The brand refresh follows the launch of the Nordic Spirit Frosty Mint Max in October, which first debuted the new look complete with the North Star logo.
Nordic Spirit’s Moist Range has been crowned Product of the Year 2026 in the Nicotine Pouch category at the Product of the Year Awards[2]. This marks the brand’s third major win in the past five years[3], reinforcing its position as one of the UK’s leading nicotine pouch brands. Product of the Year is the UK’s largest consumer-voted survey of product innovation, with over 8,007 shoppers surveyed to select the winners in each category. As a trusted seal of approval, the award recognises Nordic Spirit’s strong performance in this fast-growing category.
For further support on the JTI UK portfolio, retailers can speak to their local JTI representative, reach out to JTI’s Customer Care line on 0800 163503 or visit JTI’s trade retailer website www.jti360.co.uk/login
[1] Circana (UK) Ltd, Value Sales, Nicotine Pouch Category, Total UK, Mar 2025 Ltd
[2] Winner Nicotine Pouch Category. Survey of 8,007 people by Kantar.
[3] Nordic Spirit was voted Product of the Year in 2021, and its Spearmint X-Strong pouch was voted Product of the Year in 2023.
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