An aggressive expansion of ALP nicotine sachets on the European market

Distributors of the ALP nicotine sachet brand, Turning Point Brands (TPB) and Tucker Carlson Network (TCN), have announced the launch of this brand in the United Kingdom, Switzerland, and several European Union countries as part of their international development strategy.[1]. Founded in late 2024 in the United States with a direct-to-consumer sales model, bypassing in-store retail, the brand became the leading nicotine pouch brand in this distribution channel in less than two years. Once established, the brand expanded into retail outlets, and according to Nielsen data, it accounted for nearly 1% of nicotine pouch sales in American convenience stores in less than three months.

A European expansion strategy with a 2030 horizon

Tobacco companies Philip Morris International (PMI) and British American Tobacco (BAT) dominate the US market for nicotine pouches, the world's largest, with the Zyn and Velo brands. Although ALP holds only about 2% of the US market share, the brand is experiencing rapid growth, said CEO Lorenzo De Plano. This growth is partly due to the popularity of its founder, Tucker Carlson, an influential voice on the American right, among President Trump's voter base. He has been accused of conflicts of interest with the tobacco and nicotine industries, which led to the FDA accelerating the marketing of flavored nicotine pouches, while Health Secretary Robert F. Kennedy Jr. recently promoted nicotine pouches[2].

ALP is now preparing to conquer international markets with the aim of becoming the second largest brand in the European Union by 2030.[3]. The various nicotine bag companies are competing in a European market which Grand View Research predicts will reach more than $6 billion (€5.3 billion) in sales by 2031, compared to nearly $1.7 billion (€1.5 billion) in 2024.

The European rollout is expected to cover eleven European markets during 2026. Sales will begin in the UK, Ireland, Greece, Romania, and Switzerland in July, followed by the Czech Republic, Poland, Portugal, and Spain in August and September, and finally Sweden and Denmark later in the year, via the brand's website. ALP has also signed a contract with a manufacturer in Lithuania to produce 20 million units in 2026 and 50 million in 2027, while also finalizing agreements with other suppliers, De Plano said. In-store sales in Great Britain will not begin until 2027.

This global expansion strategy for new products (nicotine sachets, electronic cigarettes, heated tobacco, etc.) is part of the decline in traditional smoking and aims to offer new nicotine products that are addictive in order to maintain markets.

Direct marketing focused on nicotine consumers and athletic performance

ALP explains that it developed its business by first testing consumer demand before expanding its presence to physical retail outlets. ALP nicotine sachets are marketed as being intended for adults over 21 who are already nicotine users. They are available in several flavors. Some are imported, such as fresh mint and tropical fruits, while others were created for the European market, like cherry and berry, sweet mint, and iced grape. The flavors and dosages are likely to appeal to younger people and could potentially accelerate the spread of nicotine.

Furthermore, the company highlights a market of over 80 million people thanks to partnerships with public figures. As part of this international expansion, ALP has partnered with UFC champion Conor McGregor. He will participate in brand promotion activities throughout 2026, primarily in Ireland, his birthplace. The sports and competitive sports world has a predominantly young audience, which is a key target for the advertising strategies implemented.

In a context of widespread growth in these products, the European Union has the opportunity to protect its citizens

WHO recently alerted countries about the massive development of nicotine sachets in the world.

In Europe, efforts to combat the spread of these products remain very uneven. Although nicotine sachets are banned from sale in France, In Belgium and the Netherlands, some countries have regulated them., like Ireland, which wants, among other measures, to ban its sale to minors, while others have not yet integrated these new products into their regulations and are therefore particularly vulnerable.

At the European Union level, the revision of the Tobacco Products Directive (TPD) is an important issue. Member States are putting particular pressure on the government to classify nicotine sachets as reduced-risk products., echoing the arguments and rhetoric of tobacco manufacturers.

However, the new proposal is intended to guarantee provisions ensuring the highest possible level of health for European citizens, taking into account the fact that some Member States prohibit their sale. As a reminder, these products are extremely addictive and not harmless, even if their long-term health effects are still unknown. They are not medically approved for smoking cessation, as their effectiveness in this area has not been demonstrated, unlike nicotine replacement therapies (patches, gum, lozenges, tablets, inhalers, and oral sprays).

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[1]ALP Launches in the UK & Europe as Billion Dollar Nicotine Pouch Brand Accelerates International Expansion, PR Newswire, published July 23, 2026, accessed July 28, 2026

[2]Emma Rumney, Tucker Carlson's ALP nicotine pouches are coming to Britain in major European expansion, Independent, published on June 24, 2026, accessed on July 28, 2026

[3]Emma Rumney, Tucker Carlson's ALP nicotine pouches to launch in Europe, CEO says, Reuters, published on June 24, 2026, accessed on July 28, 2026

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