INTERNATIONAL. International tobacco and nicotine company JTI (Japan Tobacco International) has rolled out its nicotine pouch brand Nordic Spirit on board DFDS ferries.
The launch is supported by in-store activations across DFDS retail outlets, featuring bespoke merchandising units, strategic product placement, staff training and point-of-sale materials to create a more engaging shopping experience.
Beyond the shop floor, the product is being promoted across DFDS digital screens, onboard magazines and online platforms.
The campaign is designed to drive awareness, trial and conversion, offering passengers the chance to experience Nordic Spirit at sea as part of JTI’s broader innovation strategy in the channel.
Reinforcing its focus on innovation and reduced-risk products, the latest Nordic Spirit range comprises six SKUs designed to meet varied consumer preferences.
The UK ferry launch includes Frosty Berry X-Strong, Frosty Mint X-Strong, Sweet Mint X-Strong, Raspberry Strong, alongside Strong and Regular variants.
The latest range reflects the continued rise in popularity of the category in travel retail, driven by growing consumer demand for alternatives in transit environments.
JTI Regional Sales Director Western Europe Travel Retail Ignacio Luchessa said: “Our partnership with DFDS marks an exciting milestone for Nordic Spirit and JTI’s reduced-risk products portfolio. We’re proud to bring innovation to the UK ferry channel and enhance the passenger experience.”
DFDS Category Manager Paul Hiles added: “DFDS is committed to offering passengers premium choices onboard. Nordic Spirit aligns perfectly with this vision, and we’re delighted to collaborate on this activation.”
The launch also reflects the company’s wider ambitions across ferry operators and duty-free channels, with insights gained set to inform JTI’s long-term brand vision and its role in developing the reduced-risk category in travel retail. ✈
