Sweden-headquartered Swedish Match has expanded its presence in the Gulf region with the launch of ZYN nicotine pouches at Dubai Duty Free (DDF).

Beginning this month, the brand features in six DDF stores as Swedish Match continues to grow awareness of the nicotine pouch category in the region.

ZYN began rolling out in the Middle East last year with Qatar Duty Free at three sites, with Swedish Match keen to grow the brand’s presence in travel retail and across other markets in the Middle East & Africa.

ZYN Cool Mint, Bellini and Espressino varieties are available with Qatar Duty Free and Dubai Duty Free, while shoppers with the former can also pickup the Citrus and Gold edition.

Swedish Match is also supporting the openings by launching ZYN Mini Dry.

The nicotine pouches debuted in global travel retail late last year, following strong domestic market performances in the US and the Nordics.

Swedish Match believe the products offer incremental sales opportunities in travel retail within nicotine category points of sale at the likes of airports, inflight, trains and cruise and ferries by offering an alternative in locations where traditional smoking and vaping is prohibited.

Swedish Match Global Travel Retail Manager Johannes Varhelyi said: “We have been delighted with the response to ZYN since we launched it in the travel retail market a year ago. This is a product which does not cannibalise sales as it creates more options for shoppers in the market which can be bought in addition to cigarettes and for use at a different time.

“This means we are helping to create shoppers who are more at ease in the travel environment, especially when traditional smoking is not an option. As we continue our dedication to travel retail, the Gulf market was the obvious next step for us due to its history as a key location for the tobacco category.”

The company will be present at the MEADFA Conference in Bahrain, where ZYN is a Diamond Sponsor.

A dedicated stand will demonstrate the brand’s plans for the tobacco category and growth within the region and travel retail.

“We are very excited to be returning to the MEADFA Conference,” added Varhelyi. “Last year’s event was the perfect platform for us as we launched ZYN in travel retail and we are looking forward to meeting friends, colleagues and potential partners to discuss our plans and how we can help build retailers’ tobacco sales in the Gulf and the wider MEA region.”

Swedish Match develops, manufactures, and sells products in the smoke-free, cigars and lights segments, with the tobacco- and smoke-free ZYN nicotine pouches part of Swedish Match’s reduced-risk product portfolio and vision for a cigarette-free world.

For more on Swedish Match, watch out for the TRBusiness November/December e-zine.