Founded in late 2024, the company bypassed traditional retail distribution in its early stages to build a direct-to-consumer base. This strategy allowed ALP to secure retail partnerships after proving consumer demand, eventually capturing nearly 1% of the U.S. nicotine pouch market within three months of entering physical stores. CEO Lorenzo De Plano stated that the brand intends to replicate its community-focused model across Europe, targeting a position as one of the continent's largest players by 2030.
Nicotine Pouch Brand ALP Expands into UK and European Markets
After capturing a significant share of the U.S. convenience store market in under 90 days, nicotine pouch challenger ALP is launching across 11 European countries. The move signals a rapid international scaling strategy for the brand, which is co-owned by Turning Point Brands and the Tucker Carlson Network.
To drive visibility, the company has secured a global marketing partnership with UFC champion Conor McGregor, who will feature in brand activations throughout 2026. The European product lineup includes four staple flavors alongside four new varieties, such as Grape Ice and Cherries & Berries. Sales in the UK and initial EU territories commenced in early July via the company's dedicated European website. The products are marketed exclusively to adults aged 21 and older who currently use nicotine, positioning the brand as a smoke-free alternative in a competitive, high-growth sector.
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