- Chill Brands Group Plc
- 10 September 2025 09:39:54
Source: Sharecast
ELF Nicotine Pouches are an entrant into the fast-growing nicotine pouch category.
The company said its Chill Connect retail distribution division will support the brand's UK rollout with a nationwide programme of sample distribution, product launches, branded displays and other in-store activations "to cement its leading position in this emerging space".
ELF Nicotine Pouches are produced by Shenzhen iMiracle Technology (SiMT), a part of Heaven Gifts.
Chill Connect will also distribute SiMT's ELFBAR and Lost Mary vape products.
"Through this collaboration, the company will be in a position to service its extensive convenience retail network with these category-defining brands, further enhancing its role as a key route-to-market provider for international FMCG companies," it said.
The appointment will begin in September and is expected to contribute to revenues in the coming 2026 financial year.
Chief executive Callum Sommerton said: "This master distribution agreement represents a significant step forward for Chill Brands and a major endorsement of our Chill Connect distribution platform.
"ELF Nicotine Pouches are one of the most exciting new entrants to the reduced-risk category. Alongside this, the ELFBAR and Lost Mary vape ranges are already among the most sought-after products in the UK market. By leveraging our nationwide retail network and activation capabilities, we are ideally placed to maintain their growth and solidify their leadership position.
"We are delighted to be partnering with these brands and look forward to working closely with them to achieve long-term success, particularly as the market for nicotine pouches matures."
At 0930 BST, the shares were up 19% at 2.08p.