Swedish Match has underlined the strength of its partnership with leading travel retailer WHSmith following a series of high-profile campaigns in key UK travel locations this summer.
The tobacco brand, and its ZYN nicotine pouches, are now available in 280 WHSmith Travel stores.
According to Swedish Match, the growing collaboration builds on a successful partnership in domestic markets. The momentum also reflects the company’s faith in the travel retail channel and underlines its intention to disrupt the status quo in the tobacco sector.
The UK campaigns, including a promotional wrap and sampling activation for shoppers at London Waterloo railway station, have run in key travel locations across the UK this summer. Similar promotions are planned for Manchester Airport and Manchester Piccadilly station.
WHSmith Tobacco Buyer Matthew Walshe said: “The activations with Swedish Match at transport hubs this summer have been well received by customers. We are always looking for ways to broaden our offer for customers and we look forward to building on this collaboration in the future.”
“Swedish Match and ZYN do not take away from the existing travel retail tobacco market. They provide another option and an opportunity to drive increased spend for retailers.” – Swedish Match UK Marketing & Activation Lead David Hall
Swedish Match UK Marketing & Activation Lead David Hall added: “This is an exciting time for Swedish Match. We can see the power and potential of these products within the marketplace and shoppers are reacting positively to our vision of a world without cigarettes.
“Swedish Match and ZYN do not take away from the existing travel retail tobacco market. They provide another option and an opportunity to drive increased spend for retailers. This partnership with WHSmith has been built on a true spirit of trust and collaboration, enabling us to promote our product across their Travel stores and engage with customers.”
As reported, Swedish Match launched in travel retail last year, following its success on domestic markets, with strong performances in the USA and the Nordic region.
Through its ZYN brand of nicotine pouches, the company aims to create an opportunity for travel retail partners, with smoke-free products that travellers can use anywhere on their journey.
Swedish Match Travel Retail Manager Johannes Varhelyi said: “This partnership is an excellent foundation for us as we continue to build the presence of ZYN in the travel retail market. It is also proof that our travel retail strategy is working.”
Swedish Match was a first-time exhibitor at the TFWA World Exhibition earlier this month.
