HELWIT has a new owner. Imperial Brands has bought Yoik Group AB, the Swedish company behind the HELWIT nicotine pouch brand. The deal was announced on 7 September 2026. The initial price is SEK 515 million (about £39.8 million), with further performance-based payments over two years. Yoik's founders and employees move to Imperial, which already owns the Swedish snus and nicotine pouch company Skruf.
The deal in short
| Item | Detail |
|---|---|
| Buyer | Imperial Brands |
| Company bought | Yoik Group AB, Sweden |
| Brand | HELWIT nicotine pouches |
| Announced | 7 September 2026 |
| Initial price | SEK 515 million (about £39.8 million) |
| Further payments | Performance-based, over two years |
| People | Yoik's founders and employees join Imperial |
Who are Yoik and HELWIT?
Yoik Group AB is the Swedish company that built HELWIT, a range of tobacco-free nicotine pouches in a slim format. According to Imperial, HELWIT held about 3.4% of the Swedish market for modern oral nicotine products over the past twelve months. Outside Sweden, HELWIT is sold in other Nordic markets, through online shops across Europe and in selected shops in the United Kingdom.
Why Imperial Brands bought HELWIT
Imperial Brands is one of the large international tobacco companies. In Sweden it already operates through Skruf. Imperial describes the HELWIT deal as a bolt-on acquisition in its next-generation product portfolio, and says it more than doubles its existing share of the Swedish modern oral nicotine market.
Sweden matters here because of its size: Imperial puts the country at about 40% of Europe's modern oral nicotine volumes.
What changes for HELWIT pouches?
So far, nothing announced. Imperial has not published any change to HELWIT's strengths, flavours or format. As reported in the trade press, Imperial says the brand will keep its flavour-based range and its Swedish background, and HELWIT now sits next to Skruf in Imperial's Nordic portfolio.
At Whitelip, the HELWIT products below are unchanged. If the range changes after the takeover, the product pages will show it first.
HELWIT strengths at Whitelip
All current HELWIT products in our range are slim pouches. Nicotine is stated per pouch.
| Nicotine per pouch | HELWIT products |
|---|---|
| 3.5 mg | Acai, Banana, Cola, Mint, Raspberry Liquorice, Violet, Watermelon |
| 4.5 mg | Blueberry, Cherry, Mocha, Orange, Strawberry |
| 6 mg | Liquorice |
| 7.5 mg | Banana Extra Strong, Blueberry Extra Strong, Mint Extra Strong, Mocha Extra Strong |
See the full range on the HELWIT brand page. For how mg per pouch compares with mg per gram, read nicotine pouch strength: mg per pouch and mg/g.
Frequently asked questions
Who owns HELWIT?
HELWIT is owned by Imperial Brands, which has bought Yoik Group AB, the company behind the brand. The deal was announced on 7 September 2026.
Is HELWIT part of Skruf now?
Both brands now belong to Imperial Brands. Skruf is Imperial's existing Swedish company; HELWIT joins it in Imperial's Nordic portfolio as a separate brand.
How much did Imperial Brands pay for HELWIT?
The initial price for Yoik Group AB is SEK 515 million, about £39.8 million. Further payments depend on performance over the next two years.
Will HELWIT flavours or strengths change?
No change has been announced. HELWIT's current strengths at Whitelip run from 3.5 mg to 7.5 mg nicotine per pouch, as listed in the table above.
Are HELWIT pouches tobacco-free?
Yes. HELWIT pouches are tobacco-free nicotine pouches, also called white snus in Sweden. For the difference from traditional snus, read snus and nicotine pouches: what is the difference?
Sources
- Imperial Brands, announcement on the acquisition of Yoik Group AB, 7 September 2026.
- Tobacco Reporter, "Imperial Acquires Owner of Helwit Nicotine Pouches", 8 September 2026.
- Whitelip product catalogue, HELWIT strengths per pouch, checked 5 November 2026.
For adult nicotine users 18+ only.
Nicotine warning: This product contains nicotine, a highly addictive substance.
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