“If the nicotine delivery isn’t consistent, the rest of the brand doesn’t matter” – CBI CEO Jaroslav Poul Jr. in an interview with Snuzone

Most brands of nicotine pouches are marketed using numbers: milligrams, number of flavors, can size. SYX, however, one of the three brands from Consumer Brands International (CBI), takes a different approach: here, the focus is not on data, but on the senses – taste, smell, touch, sight, hearing, and a sixth sense that connects them all. The result is a deliberately minimalist, understated brand in a segment that is increasingly leaning toward boldness.

Dope, the second brand in the portfolio, could hardly be more different: loud branding, a wide range of flavors, a strong visual presence, and a young, urban audience. GOAT, on the other hand, is aimed at anyone who prefers maximum strength and uncompromising nicotine delivery. Three brands, three attitudes – and behind all three stands the same manufacturer: Consumer Brands International (CBI). The company has more than 25 years of industry experience, sells its products in over 50 countries worldwide, and is headquartered in the Czech Republic. Production takes place in an ISO 9001- and ISO 14001-certified facility in Teplice.

The key facts about CBI at a glance:

Interview with CBI

The fact that these three brands do not exist side by side by chance, but instead follow a clear strategy, becomes evident in our conversation with founder and CEO Jaroslav Poul jr. We met him at Intertabac 2026 in Dortmund and asked the following questions: Why does a manufacturer need three fundamentally different brands – and what really sets them apart? What makes CBI stand out from other providers on the market? And how does the company view the upcoming regulations that will also affect Nicotine Pouches? The interview provides the answers.

What is the concept behind the SYX brand, and what sets it apart within the CBI portfolio?

Poul jr.: SYX is a discreet adult brand aimed at a wide range of markets and consumer preferences. The idea behind it is 'SYX Senses' – a play on 'sixth sense', based on the five traditional senses. SYX embodies this sixth sense that connects all the others. Taste represents a balanced flavour with no tobacco aftertaste. Smell represents consideration: there is no smoke and no lingering odour. Touch represents accessibility – the pouches are always within reach. Sight represents discretion and clean, minimalist design. Hearing symbolises quiet confidence, free from unnecessary distraction. The sixth sense symbolises customers' instinct that the product has been made with care. SYX's approach is deliberately restrained, minimalist and understated – the exact opposite of Dope, which targets a younger, urban audience with its vibrant branding and strong visual presence. GOAT, in turn, focuses on performance and user engagement. The brand was developed in response to strong consumer demand for high-performance products.

Given the variety of personalities represented in the range, is there a particular type of consumer behind each brand, much like how Klint, Noto and Fix each target different audiences?

Poul jr.: Rather than being defined by gender, demographics, or the type of consumer associated with each brand, consumers can be categorised into two broad groups. The first group are 'insiders': experienced nicotine pouch users who know their preferred nicotine level and want a consistent, reliable experience from their chosen brand. The second group are 'switchers': smokers and vapers switching to nicotine pouches for the first time, who mainly focus on reliable nicotine delivery rather than particular flavours. While both groups ultimately reach the same nicotine levels, what draws each group to a particular brand differs.

From your perspective, what makes these brands stand out from other providers in the market, and in which areas do you think they are falling short in?

Poul jr.: Our consistency is what sets us apart from other providers in the market. Reliable nicotine delivery is essential, which is why our HydroBoost technology sprays nicotine directly onto each pouch, rather than dosing the entire can. This ensures that every pouch contains the same level of nicotine, providing the same consistent delivery and taste. With other brands, nicotine levels can vary significantly from pouch to pouch. We prioritise quality in all areas, including the machinery we use, rather than relying on cheaper, lower-grade alternatives. This results in consistent nicotine levels.

You keep the entire production process in-house – what does that look like on the ground?

Poul jr.: We handle the entire process in-house, from the raw materials to the finished pouch. Production takes place within a single facility that is divided into separate, restricted-access areas. The first area is where the compound itself is prepared – the mixture of materials that goes into every pouch. Only our chemists, who are responsible for preparing the mixture, have access to this area. Once ready, the compound is transferred to a second area of the facility where machines shape, fill and seal each individual pouch.

Production at Consumer Brands International in Teplice: from the raw material to the finished Pouches, the entire process takes place in a single facility - controlled, consistent, and with the goal that every Pouches contains the same amount of nicotine.

Where does sustainability fit into your approach to product development and packaging?

Poul jr.: The product itself always comes first — sustainability isn't our main priority. Everything else must support that goal rather than compete with it. That said, we don't ignore sustainability either. We are certified to ISO 9001 for quality management and ISO 14001 for environmental management, and our cans are made from recycled materials. We are committed to this approach, but it doesn't drive our decisions. For us, sustainability follows the product, not the other way around.

From your point of view – what makes a successful nicotine product?

Poul jr.:For us, consistency is the most important thing. The product's primary purpose is to deliver nicotine, so if it doesn't do that consistently, nothing else about the brand matters. Beyond that, people need to feel genuinely satisfied with the brand as a whole, and the product must be discreet. That's exactly what our recent relaunch focused on. We introduced mini pouches to make the product even more discreet, and HydroBoost technology to ensure more consistent nicotine delivery. We also expanded the flavour range to ensure long-term customer satisfaction.

What are your thoughts on the upcoming stricter regulations, which will also affect nicotine pouches, and how do you currently assess a possible revision of the TPD?

Poul jr.: Broadly speaking, we support some regulation. Although nicotine pouches are the most effective way of delivering nicotine with the lowest possible risk of harm, this does not mean that the category should be unregulated. Some brands do not take their responsibilities seriously, whether in terms of nicotine strength or flavours, and both of these factors need to be properly regulated. Once a certain nicotine content is reached, a clear upper limit must be set because ever-higher mg/g levels are neither reasonable nor responsible. Having clear rules in place would benefit the category, ensuring its continued existence in ten or twenty years' time. At present, problematic brands enter the market with no regulation at all, sometimes clearly appealing to minors, which damages the category. So, yes, we support regulation, but with the understanding that, when implemented correctly, nicotine pouches remain the most effective harm reduction option.

Conclusion: Consistent nicotine delivery as the Brand’s Core

With SYX, GOAT and Dope, Consumer Brands International has developed three brands that may appear to have little in common at first glance — and yet follow a clear logic. CBI distinguishes between two basic user groups: the “insiders” — experienced Nicotine Pouches users who know their preferred nicotine level and expect a consistent, reliable experience — and the “switchers” — smokers and vapers switching to Nicotine Pouches for the first time. Both groups ultimately end up with the same nicotine strengths — what differs is what draws them to one brand over another.

But above all, the interview makes one thing clear: behind the brand architecture is a product philosophy that puts consistent nicotine delivery first. Both the HydroBoost technology and the recent relaunch, as well as the introduction of the Mini format, follow the same principle: nicotine delivery comes first, then everything else. Because this is exactly where CBI sees the market’s biggest weakness: with many manufacturers, the Nicotine content varies considerably from Pouches to Pouches. 

Its stance on regulation also deserves attention. Looking ahead, CBI supports clear rules for the entire product category and explicitly calls for an upper limit for the Nicotine content. From the company’s perspective, ever higher mg/g values are neither sensible nor responsible. The reasoning behind this is that uncontrolled growth and irresponsible products harm the entire category in the long term. A revised Tobacco Products Directive, often referred to as TPD3, is not expected before sometime between 2027 and 2028. How the market will develop by then, and whether a consistent product philosophy will establish itself as a differentiating factor, remains to be seen.

Our selection shows which products have proven especially popular with “insiders” and “switchers”:

Dazu passende Produkte 6 Produkte

01 GOAT Red Blossom 16 mg/g · 11,5 mg/Pouch €3,95 02 GOAT Blue Paradise 16 mg/g · 11,5 mg/Pouch €3,95 03 GOAT Crystal Ice 16 mg/g · 11,5 mg/Pouch €3,95 04 DOPE Lime Smash Slim 28.5 mg/g · 18,5 mg/Pouch €3,85 05 DOPE Ice Mango#50 50 mg/g · 30,0 mg/Pouch €3,85 06 DOPE Cherry Ice 50 mg/g · 30,0 mg/Pouch €3,85

Editor's note: The latest industry trends were also discussed at Intertabac 2026. According to NGP Trends, slimmer and moister Nicotine Pouches are becoming increasingly important. The first products already putting this trend into practice are ZYN Ultra and Velo Max. At the same time, new oral formats such as Perlz and ZYN Melts are emerging, which dissolve completely in the mouth. Another relevant piece of news is Imperial Brands' acquisition of Sweden's Yoik Group on 7 September 2026 and the resulting addition of the nicotine pouch brand Helwit to the portfolio. You can find a detailed overview of all trends here.