ASF, backed by KT&G and Altria, launches LOOP nicotine pouches in South Africa, targeting expansion across Africa with three spicy-fruit flavors.
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ASF, the Swedish nicotine pouch maker owned by KT&G and Altria, launched its flagship brand LOOP in South Africa. The company will sell through a local distributor, Venture South, starting in Johannesburg and Cape Town.
Three flavors hit the initial rollout: LOOP Jalapeño Lime Hyper Strong, LOOP Red Chili Melon Hyper Strong, and LOOP Habanero Mint Hyper Strong. Each blends spicy notes with fruit or mint.
South Africa is the largest nicotine pouch market in Africa and the continent's biggest economy, ASF said. The company plans to use the country as a gateway for further expansion across Africa and other high-growth markets.
"South Africa offers significant long-term growth potential and represents a strategically important market for our expansion across Africa," an ASF spokesperson said.
KT&G, Korea's leading cigarette and next-generation product maker, acquired ASF in December 2025 alongside Altria. The deal marked KT&G's entry into the nicotine pouch category, diversifying its portfolio beyond combustible cigarettes.
KT&G said it will continue strengthening its global competitiveness by expanding its core businesses, including nicotine pouches and other next-generation product categories.
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