At InterTabac, GINN’s Phil Hudson sat down with Hannu Karvonen, representing Denssi nicotine pouches, a Finnish brand making waves in Europe and beyond. In their conversation, Karvonen shared how Denssi is balancing product innovation, global expansion, and new category development to meet changing consumer demands.
From Finland to the World
Denssi’s story begins in Finland, one of the most mature oral nicotine markets in Europe. With a deep understanding of consumer expectations, the brand has expanded rapidly across Europe and is now targeting international markets. “We want to be where everything is happening,” the team explained, noting their ongoing expansion into the United States. Their goal is clear: remain at the cutting edge by combining strong manufacturing capacity with global distribution.
Entering Sweden’s Toughest Market
Sweden, widely recognized as the birthplace of modern oral nicotine use, presents a formidable challenge for any new entrant. Consumers there are highly knowledgeable, quick to identify poor-performing products, and unwilling to compromise on quality. Despite these challenges, Denssi reports encouraging results following its launch, crediting success to strong local partnerships. “Even if you make a great product, you still need good partners,” they emphasized, a philosophy that has guided their expansion into other European markets as well.
Beyond Nicotine: ZeroNic and Energy Pouches
Perhaps most striking is Denssi’s willingness to innovate beyond traditional nicotine products. Their ZeroNic line, made with Imotim, offers a sensory experience similar to nicotine but without the substance itself. This opens opportunities in markets where nicotine pouches face regulatory bans, while also serving consumers who want the experience of a pouch without nicotine exposure. Already launched in parts of Europe, 0 Nic is gaining traction both in regulated markets and in countries with restrictions.
In addition, the company is pioneering energy pouches, a product designed not to compete with nicotine but with energy drinks and supplements. Infused with caffeine and other energy-boosting compounds, these pouches are positioned as a fresh alternative for students, athletes, and professionals. “For me, driving long hours, it’s better than drinking too much coffee,” one team member explained. With clear functional benefits, energy pouches may attract a whole new consumer base, further blurring the lines between nicotine products and lifestyle innovations.
Looking Ahead
With its Finnish heritage, strong manufacturing base, and commitment to product innovation, Denssi is shaping its identity as more than just a nicotine brand. From regulated nicotine pouches to nicotine-free analogues and energy pouches, the company is diversifying its offerings to remain resilient in a rapidly changing regulatory landscape.
As markets evolve, brands like Denssi remind us that the oral pouch category is no longer defined solely by nicotine. It is becoming a broader platform for innovation, consumer choice, and harm reduction alternatives, and Denssi is determined to stay at the forefront.
