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Chill Brands secures UK master distribution for ELF Nicotine Pouches & leading vape brands, tapping into the £131m+ high-growth nicotine alternatives market.
This article covers information on Chill Brands Group PLC.
LON:CHLLChill Brands Group has landed a notable win: it has been appointed the UK master distributor for ELF Nicotine Pouches. Alongside that, its Chill Connect division will also distribute ELFBAR and Lost Mary vape products, all produced by Shenzhen iMiracle Technology (SiMT), part of Heaven Gifts. For a distribution-led FMCG business focused on convenience retail, this is a strategically neat fit.
The appointment covers the UK market and starts in September. The company expects this to contribute to revenues in the coming 2026 financial year. In plain English: don’t expect an immediate revenue boost this quarter, but do expect activity to build into next year as the rollout gathers pace.
ELF Nicotine Pouches are positioning into a fast-growing “reduced-risk” category. The nicotine pouch market is one of the hotter corners of nicotine alternatives, and Chill Brands clearly intends to use its retail network and in-store activation toolkit to speed up adoption.
The numbers in the RNS point to a market moving quickly:
That expansion underscores the opportunity. Securing the master distributor role gives Chill Brands a central seat at the table as the category scales. Adding ELFBAR and Lost Mary – already well-known vape ranges in the UK – broadens the basket, making Chill Connect a more compelling route-to-market for retailers.
Chill Connect, the company’s retail distribution arm, plans a nationwide push for ELF Nicotine Pouches, including:
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This is classic FMCG execution: get product into hands, secure space in-store, and repeat. If the team delivers, it should support velocity in the early months and help cement a leading position for ELF Nicotine Pouches.
CEO Callum Sommerton called the deal “a significant step forward” and “a major endorsement of our Chill Connect distribution platform.” He highlighted the combination of a high-potential new entrant in pouches with two established vaping brands, noting Chill’s “nationwide retail network and activation capabilities” as a way to maintain growth and “solidify their leadership position.”
It’s worth reading between the lines here: being chosen by SiMT for master distribution suggests confidence in Chill Connect’s reach and execution. That reputational lift can help when pitching other international FMCG brands needing UK scale.
| Appointment | UK master distributor for ELF Nicotine Pouches |
| Additional brands | ELFBAR and Lost Mary vape products (SiMT) |
| Start date | September (2025) |
| Revenue impact | Expected in the 2026 financial year |
| UK pouch market (2024) | ~£131 million; volumes up 82% |
| 2025 outlook | Expected to exceed £200 million |
| Longer-term growth | Some projections show nearly 40% CAGR to 2030 |
| Producer | Shenzhen iMiracle Technology (SiMT), part of Heaven Gifts |
The RNS does not disclose financial terms, margin structure, minimum order volumes, or contract length. It also does not state whether “master distributor” implies exclusivity in all channels. These details matter because they drive profitability and risk.
None of this is unusual at announcement stage, but investors should watch for clarity in future updates.
This is a strategically coherent move for Chill Brands. The UK nicotine pouch market has real momentum, and securing a master distribution role for a headline entrant – with the added pull of ELFBAR and Lost Mary – sets the company up to benefit if it executes well in-store.
There are unknowns on terms and profitability, and revenues are slated for FY2026 rather than immediately. Even so, for a distribution-led business focused on convenience, this looks like a sensible, potentially scale-enhancing addition to the portfolio.
Chill Brands Group (LSE: CHLL, OTCQB: CHBRF) is a distribution-led consumer packaged goods company focused on tobacco alternatives, functional beverages, and other innovative products, with a particular emphasis on the convenience channel. It also operates the chill.com e-commerce marketplace. You can find the announcement via the company’s site: chillbrandsgroup.com.
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