“This year, Helix plans to maintain this momentum by bringing the It's ON! campaign to more consumers and focusing on equity investments behind the ON! brand in new and existing channels.”

In context

“In addition, ON!'s share of the nicotine pouch category was 17.9%, an increase of half a share point versus the prior year. Helix delivered these results while continuing to optimize promotional resources and as ON!'s price at retail increased year over year. We believe Helix's ability to grow ON!'s volume and share while its retail price is increasing demonstrates ON!'s strengthening brand equity among loyal consumers. As a result of the responsible brand-building investments, including the new It's ON! campaign, consumer impressions of ON! grew by nearly five times versus the prior year, exceeding 200 million in the first quarter. And over the past six months, awareness of the ON! brand among current oral nicotine pouch consumers reached over 60%, an increase of nine percentage points. This year, Helix plans to maintain this momentum by bringing the It's ON! campaign to more consumers and focusing on equity investments behind the ON! brand in new and existing channels. Let's now turn to the e-vapor category where the illicit flavored disposable market continues to drive category growth. At the end of the quarter, we estimate the e-vapor category included more than 20 million vapers, up over 2.6 million versus a year ago. During the same period, disposable vapers increased by an estimated 4 million to approximately 14 million. We estimate that illicit e-vapor products now represent more than 60% of the category. To address the illicit e-vapor issue, we remain focused on advocating for regulatory reforms to accelerate product authorizations and enhance enforcement against illicit actors. We are actively engaging with members of Congress and key administrative staff to highlight the importance of this issue and are urging the new administration and the fed”