77 - Grape Ice

Auditioning the 77 range starts here: one sleeve of Grape Ice reads whether your postcode will take a challenger brand at all, and the character cans like Black Tea follow once it proves out. Its price position does the work a marketing budget would elsewhere, undercutting the mainstream fruit cans for the customer who shops the shelf edge.

Strength-wise it lives at 10.4mg in the everyday middle band of the pouch fixture, so range it with the Velo and ZYN fruit cans it actually competes against, never with the strong grapes it merely resembles.

The price-aware fruit-pouch customer, and the curious regular whose usual can crept up in price. It converts poorly where brand recognition drives every sale, so forecourts and counters serving grab-and-go trade should keep their facings with the mainstream brands and leave this to shops whose customers browse. Age rules as standard: 18-plus, Challenge 25, statutory from 29 October 2026 under the Tobacco and Vapes Act 2026.