“Game Changing” Pouch Launched

Key points:

• KLAR, a next generation nicotine pouch brand born in Sweden, launches in the UK with world-first bioceramic technology
• In a sector long dominated by big tobacco companies, KLAR represents a significant step forward in smoking cessation tools, combining science and convenience to support individuals striving to quit smoking
• Using innovative, patented bioceramic technology, KLAR delivers a faster more efficient uptake of nicotine, with a lower strength than conventional alternative nicotine pouches 

While most nicotine pouches on the market are tied to well-known tobacco brands, KLAR is rewriting the rules, according to the company. KLAR’s nicotine pouch is developed by the Swedish bioceramic laboratory Emplicure and offers users a more effective, and efficient nicotine format. Powered by bioceramic technology, the company says KLAR uses a calcium-compound granulate which delivers a more impactful nicotine ‘kick’ with less nicotine uptake overall.

The global nicotine pouch market has been growing significantly, reaching an estimated $2.77 billion in 2023, with forecasts projecting it to reach $23 billion by 2030. It comes alongside a shift in consumer preferences towards tobacco-free alternatives, driven by health considerations and the desire for discreet, convenient nicotine products.

Emplicure says: “KLAR’s pouches, which are smaller than conventional nicotine pouches on the market, are discreet and convenient for life on the go with sophisticated adult flavours. The discreet design makes it perfect for use anywhere, anytime, empowering users on their journey to a smoke-free life.

“KLAR nicotine pouches eliminate the need for inhalation, helping reduce the risks when it comes to lung and respiratory issues commonly linked to traditional forms of nicotine use, such as smoking. Meanwhile, KLAR's precision in nicotine release helps users manage intake more effectively, supporting efforts to reduce or quit nicotine use altogether.”

Tomas Hammargren, Chief Risk Reduction Officer at KLAR, said: “We’re on a mission to drive smoking cessation through new, cutting-edge bioceramic technology. We want to offer people the calmness, clarity and focus that they look to through using nicotine, but in a way that’s more efficient, impactful and controlled. As a bio-technology company, we’ve been able to push the boundaries when it comes to how people use nicotine. With the launch of KLAR, we’re excited to be transforming the industry, offering consumers a better alternative that compliments their lifestyle without compromises.”

The KLAR range features two fresh and natural flavours, mint and citrus; available in regular (3mg), strong (6mg) and extra strong (9mg). The range is designed for adult nicotine users - from those seeking a gentle nicotine sensation to those looking for a more impactful kick.

KLAR is available to purchase in selected Sainsbury’s stores nationwide, which will see one of the UK’s largest supermarkets becoming the primary retailer for the brand. The product will also be available in various Moto outlets or to purchase in the UK through Haypp.com and AquaVape.

Dave Cross

Journalist at POTV

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Dave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous start-ups to develop content for their websites.