Imperial’s acquisition expands its European next-generation portfolio and strengthens its position in the growing oral nicotine market. Photo credit: Imperial Brands
Imperial Brands acquired Swedish modern oral nicotine company Yoik Group AB, owner of the Helwit nicotine pouch brand, in a move that more than doubles Imperial’s existing modern oral market share in Sweden.
Yoik, founded in 2019, developed Helwit into one of Sweden’s leading independent modern oral nicotine brands. Helwit holds a 3.4% share of Sweden’s modern oral nicotine market. Sweden accounts for more than 40% of total modern oral nicotine volumes in Europe, making it the region’s largest market for the category.
Imperial acquired 100% of Yoik’s shares for an initial SEK515 million (US$53.6 million), plus an additional deferred payment tied to performance over two years. The acquisition fits Imperial’s capital allocation strategy of investing in its business through bolt-on transactions. The Yoik team, including the founders, will join the Imperial Brands team as part of the transaction.
Helwit also sells online across Europe and has distribution in selected UK retail stores. Its portfolio emphasizes a broad range of flavors beyond traditional mint varieties and draws on a distinctive Swedish identity.