“Looking ahead, Helix expects to use its understanding of the smoker journey, the smoke-free products to drive repeat purchases and adoption among smokers.”

In context

“in the second quarter of 2021. Over the 4 quarters since then, Helix enhanced the retail visibility and awareness of on!, leading to an over 70% increase in consumer awareness, tripled on! repurchases and continue to increase trial using transition marketing and data-driven strategies. And grew on! retail share to be a top 5 U.S. oral tobacco brand and solidified its position as the second largest oral nicotine pouch brand in each region of the U.S. More recently, Helix launched the new Carry On Equity campaign, which encourages smokers to make progress in their transition journey. The campaign highlights that by converting to on!, smokers can have nicotine satisfaction without having to step away from their daily routines, which addresses the social friction they experience with smoking. Looking ahead, Helix expects to use its understanding of the smoker journey, the smoke-free products to drive repeat purchases and adoption among smokers. We are excited about the performance of on and the opportunity for future growth. I'll now move to the e-vapor category, which we continue to believe will be significantly influenced by regulatory actions. In the second quarter, total estimated e-vapor volumes declined 2% versus a year ago and 7% sequentially as a result of decreased volume in the vape store channel, a reversal of the trend we observed in the first quarter. Currently, slightly over half of the category's volume is comprised of pod-based products such as JUUL and Vuse Alto. Within e-vapor, disposables represent the fastest growth segment since January 2020, which corresponds to when the FDA issued in its guidance banning flavors only in pod-based e-vapor products. Many of these disposable brands, including Puff Bar contain”