“Helix is continuing its focus while strategically investing behind the brand as the category grows and remains committed to achieving profitability in 2025.”

In context

“mated 1% increase in total oral tobacco volumes over the past six months. Helix grew on! reported shipment volume to 25.2 million cans during the first quarter, an increase of 38%. On! continued its momentum at retail growing its share of the total oral tobacco category by 2.4 share points to 6.5% and on! continued to grow its share of the nicotine pouch category, reaching 24.6% in the first quarter, up 3.3 percentage points. Notably, on outgrew Zen sequentially on an absolute basis in 50,000 stores. Helix delivered these impressive results as on!’s retail price grew 7% sequentially and 32% versus the year-ago period. We believe on!’s ability to continue to grow share while effectively reducing its promotional investment demonstrates the strength of its product portfolio and brand equity. Helix is continuing its focus while strategically investing behind the brand as the category grows and remains committed to achieving profitability in 2025. Let’s now move to e-vapor, which has been the most successful category in the U.S. in transitioning smokers to alternative products. We believe the category is continuing to undergo a significant reset, and we estimate that first quarter e-vapor volumes decreased 11% versus a year ago and 1% sequentially. We have observed a decline in traditional multi-outlet and convenience channel volumes, which we believe is primarily a result of the FDA marketing denial orders issued for JUUL and myblu. This volume decline has been partially offset by increased volume in nontraditional channels, such as e-commerce and vape stores. We are excited about our pending acquisition of NJOY and its portfolio of e-vapor products. NJOY is the only company to receive a marketing granted order for pod-based produ”