UAE. Philip Morris International (PMI) Global Travel Retail has launched a revamped range of ZYN nicotine pouches at Dubai International Airport (DXB) reinforcing its commitment to delivering a smoke-free future.
The enhanced ZYN line-up is being showcased in a newly unveiled promotional zone within Dubai Duty Free. The area is designed to raise awareness among legal-age nicotine users and provide clear and accessible information about the ZYN brand, the category and its usage. The zone aims to enhance brand visibility and create an engaging customer experience in one of the world’s busiest airports.
“As a key driver of PMI’s smoke-free transformation, PMI Global Travel Retail continues to champion PMI’s Smoke-Free Portfolio with retail excellence across the globe,” said PMI Global Travel Retail Vice President Beste Ermaner.
“Together with our partners, we are accelerating positive social change and the shift toward better smoke-free alternatives. ZYN is a testament to our commitment of providing legal-age nicotine users a diverse portfolio that caters to their evolving preferences.”
ZYN nicotine pouches are smokeless, vapour-free and odourless, offering a discreet alternative to traditional combustible products. Used orally between the gum and lip, the pouches contain no tobacco leaf and release, according to PMI, 99% fewer harmful chemicals than cigarettes (the average reduction in levels of nine harmful chemicals the World Health Organization recommends reducing in cigarette smoke, not including nicotine).
ZYN comes in mini and regular sizes at Dubai Duty Free with flavours including Cool Mint, Spearmint, Menthol, Black Cherry, Blackcurrant and Coffee. A variety of nicotine strengths are also offered.
Ermaner added, “PMI’s ambition is to generate more than two-thirds of its net revenues from smoke-free products by 2030. ZYN is already contributing significantly to this effort and supports PMI’s ambition to accelerate the end of smoking. ZYN is the number one nicotine pouch brand worldwide, currently available in over 35 markets globally and in 24 global travel retail locations.
“As a pioneer and leader in the category, the revamped ZYN portfolio, including the new 1.5mg nicotine pouches, reflects PMI’s strategy to address the unmet needs of legal-age smokers seeking smoke-free alternatives that are free of tobacco leaf.
“With the opening of the new ZYN promotional zone, PMI GTR continues to strengthen ZYN’s leading position as the world’s number one nicotine pouch brand and to deliver premium experiences in global travel retail.” ✈
Meet Beste Ermaner Part of the PMI family since 2001, Beste Ermaner has held key roles across Türkiye, Russia and the Operations Center, with expertise spanning consumer insights, marketing, sales, global brand innovation and reduced-risk products (RRP). Ermaner assumed the role of PMI Global Travel Retail Vice President in March 2024 with a remit to advance the development of a multi-category duty-free organisation. Can you tell us more about your journey with PMI so far? I like to say that I was born in PMI, because PMI is my first and only company throughout my career. I joined when I was 21 years old and am already close to 24 years in the company. I’m Turkish, so I joined within Philip Morris Türkiye first, but then I had various different assignments all over the world, including Russia and Switzerland where our headquarters is located. I took over as head of the global travel retail business just one year ago. What has that transition been like? Travel retail is an amazing business, and I think the most beautiful part is the global footprint. For the first time, I’m responsible for PMI in the whole world because PMI Global Travel Retail covers 166 markets. Travel retail offers huge scale. It is a channel which reaches more than 350 million adult nicotine users. We call it the ‘window to the world’ because it offers fantastic opportunities in terms of brand building and delivering compelling consumer experiences. Those are the parts that I love about my job. {Click on the YouTube Icon to watch Beste Ermaner’s interview with Martin Moodie at TFWA World Exhibition in Cannes last year} |
