“And we anticipate Helix will be profitable for the full year 2025.”

In context

“nged sequentially, despite reduced promotional investments and increased competitive pressure. Consumer loyalty for on! continues to build an approximately 800,000 consumers regularly purchased on! in the fourth quarter, an increase of more than 40% versus the prior year. This growth included increased sourcing from competitive pouch brands. on!’s performance was enabled by a variety of strategic investments Helix made throughout the year, including a new trade program that created broader visibility and secured premium fixture position for nearly 80% of on! volume, and a fresh new look for on! packaging and its own equity campaign to further differentiate the brand. As a result of these efforts, Helix achieved profitability for the first time in the fourth quarter ahead of its 2025 goal. And we anticipate Helix will be profitable for the full year 2025. Outside of the US, on! PLUS is competing in the nicotine pouch space in Sweden and the United Kingdom. In both markets, on! PLUS has been incremental to our total portfolio, sourcing mainly from competitive brands. on! PLUS’s FLEX TECH pouch offers a unique product experience. And we are encouraged by the steady momentum that on! PLUS is building at retail and on e-commerce. We are using consumer insights to inform our plans as we are launching two new flavors, Raspberry Lemon and Watermelon Mint in both markets to appeal to evolving consumer preferences. We look forward to bringing on! PLUS to the US once authorized. In heated tobacco, we believe we are developing a portfolio of products that will appeal to adults smokers seeking innovative and fillable alternatives to e-vapor products.”