“Our teams are on-track to submit the PMTA for on! PLUS in the first half of this year and upon FDA authorization, we expect it will contribute meaningfully to Helix's growth.”

In context

“the substantial increase in retail price. We remain excited about on! PLUS and its potential in the U.S. market. We believe its long lasting flavor system and proprietary softened material are differentiators in the category. We continue to see encouraging results from the on! PLUS test launch in Sweden. Consumer research from the fourth quarter indicates that on! PLUS is competitive with the market leading old nicotine pouch products in Sweden, and is seen as a unique offering with a strong repeat purchase rate of over 30% in the e-commerce channel. Given the success of on! PLUS net and smooth net in December, we introduced on! PLUS berry and citrus and 6 and 9 milligram strength variants in the e-commerce channel. We also plan to expand on! PLUS to additional retail accounts and suite. Our teams are on-track to submit the PMTA for on! PLUS in the first half of this year and upon FDA authorization, we expect it will contribute meaningfully to Helix's growth. In heated tobacco, we believe our compelling portfolio of products will appeal to the millions of adult smokers seeking innovative and scalable alternatives to e-vapor products. We are continuing regulatory preparations to bring heated tobacco stick products to the U.S. market through Horizon, our joint venture with JT. We remain on-track to follow-up PMTA for Ploom in the first half of 2025. And we are making continued progress on our heated tobacco capsule product SWIC. While we believe heated tobacco products can play an important role in achieving harm reduction, the category remains nonexistent in the United States. We're encouraged by the progress we made in 2023 and we are committed to achieving long-term leadership in each of the smoke-free categories while delivering strong share”