Imperial Brands Buys Helwit for £39.8M, More Than Doubles Swedish Pouch Share
Imperial Brands has acquired Yoik Group, owner of the Helwit nicotine pouch brand, for an initial £39.8 million. The deal immediately gives Imperial a 6.8%+ share in Sweden, Europe's largest oral nicotine market.
Imperial Brands just bought its way to a much bigger slice of Sweden's nicotine pouch market. The company has acquired 100% of Yoik Group AB, owner of the Helwit brand, for an initial SEK 515 million (£39.8 million), with additional payments tied to performance over the next two years.
The math is straightforward: Helwit holds 3.4% of Sweden's modern oral nicotine market, and Imperial says the acquisition "more than doubles" its existing share. That puts Imperial's combined Swedish pouch share at roughly 6.8% or higher, though the company didn't disclose its pre-acquisition figure.
Why Sweden matters
Sweden accounts for more than 40% of Europe's total oral nicotine volumes, making it the continent's largest market by a wide margin. Imperial already operates there through its Skruf AB subsidiary, which sells both modern oral pouches and traditional snus.
Helwit launched in Sweden in 2021 and has built a reputation around Swedish design, a recognisable brand identity, and a flavour lineup that goes well beyond the usual mint variants. The brand also sells online across Europe and has retail distribution in the UK.
What Imperial is getting
Beyond the brand itself, Imperial is bringing in the entire Yoik team, including founders Henrik Boson, Tobias Bjorneskog, and Felix Stefansson. Yoik Group is based in Gransholm, near Vaxjo, Sweden.
Aleš Struminsky, Imperial Brands Europe Region President, said the acquisition "reflects our disciplined approach to strengthening our NGP portfolio in markets where we have an existing presence and see attractive long-term growth opportunities."
Helwit CEO Henrik Boson noted that the brand was "built hand-in-hand with our consumers to develop the distinctive flavours and pouch experience they wanted."
What's next
The deal closes immediately, with the deferred payments structured around Helwit's performance through 2027. Imperial now controls two distinct pouch brands in Sweden — Skruf and Helwit — giving it more shelf space and the ability to target different consumer segments.
For context: Sweden's pouch market is intensely competitive, with domestic brands like ZYN (Swedish Match/PMI) and VELO (BAT) holding dominant positions. A 3.4% share makes Helwit a meaningful independent challenger, and Imperial's combined position puts it in clearer contention.