A brand bringing the new generation of nicotine pouches to Italy with style, innovation, and responsibility. The Italian tobacco market is undergoing a profound transformation. After the success of heat-not-burn products and electronic cigarettes, a new category is ready to gain space in retail stores: nicotine pouches, “nicotine portions” that can be used without smoke, smell, or combustion. A segment already established in Nordic countries and across Europe, now beginning to grow in Italy thanks to the arrival of FUMI, the new brand distributed by ITAGENCY. A rapidly evolving market In Italy, nicotine pouches have been regulated by the Customs and Monopolies Agency since 2023 and can be sold exclusively in authorized outlets. Although the category is still in its early stages, European trends point to steady growth: millions of consumers are choosing smokeless alternatives, attracted by discretion, practicality, and a wide variety of flavors. Today, the segment is ready for a step forward: strong, recognizable brands are needed—capable of combining design, sensory experience, and reliability. FUMI was created precisely for this. FUMI: Find your momentum Behind the name FUMI lies a clear philosophy: to offer a modern, elegant, and personal nicotine experience. As the payoff states, “A Space To Be – Choose Your Space,” the brand invites consumers to carve out their own space—a moment to focus, socialize, or simply enjoy a break—with a clean, discreet product that’s always within reach. FUMI targets an adult audience (25–40 years old), dynamic and trend-conscious, seeking quality and authenticity. It is designed for those who live at a fast pace and want to stay in control of their time: a space to be you. Nordic design and premium quality Every detail of FUMI is crafted with Scandinavian precision. From the packaging—minimal, elegant, made with recyclable materials—to the colors inspired by its most iconic flavors (such as Salty Violet, Freezy Mint, Tangy Apple, and Fiery Mango), everything conveys cleanliness, balance, and contemporary style. The pouches, thin and comfortable, offer a balanced sensation: a firm yet controlled “kick,” perfect for those who want a pleasant and discreet experience at any time of day. The launch in Italy with ITAGENCY ITAGENCY is among the first distributors to recognize the potential of nicotine pouches in Italy. After introducing innovative brands in the HNB and vaping segments, the company is now expanding its offering with FUMI, opening a new consumption category for Italian tobacconists. The distribution network will initially cover major urban centers and tourist areas in Northern Italy, where demand is already growing, and will progressively expand nationwide. |
