Imperial Brands Buys Yoik Group, Owner of Sweden's Helwit Pouches, for £39.8M Up Front
Source: Tobacco Reporter (Sep 2026)
Imperial Brands announced the acquisition of Yoik Group AB, the Swedish modern oral nicotine company behind the Helwit pouch brand, for an initial SEK 515 million (£39.8 million) plus a performance-based deferred payment over two years.
Helwit holds a 3.4 percent share of Sweden's modern oral nicotine market and is sold online across Europe and in select U.K. retailers. The deal more than doubles Imperial's existing modern oral market share in Sweden, where it operates through Skruf AB. Yoik's founders and employees will join Imperial, with Helwit staying focused on its flavor-led portfolio and Swedish heritage.
Comments (3)
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Blackstrap
Been waiting on this one since the announcement. Retailers near me say stock is moving fast.
LibertyBrew
Wish more outlets would cover the practical side — what this means at the range, not just the press release.
FlatFoot
The comments section almost never has anything this reasonable going on. Cheers.
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