REG - Chill Brands Group - Chill appointed Distributor - ELF Nicotine Pouches

Chill BrandsAnnouncement

10/09/2025 07:00

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RNS Number : 6832Y  Chill Brands Group PLC  10 September 2025

 

THIS ANNOUNCEMENT CONTAINS INSIDE INFORMATION FOR THE PURPOSES OF REGULATION
11 OF THE MARKET ABUSE (AMENDMENT) (EU EXIT) REGULATIONS 2019/310.

 

10 September 2025

Chill Brands Group plc

("Chill Brands" or the "Company")

 

Chill Brands appointed UK Master Distributor for ELF Nicotine Pouches

 

Chill Brands Group Plc (LSE: CHLL), the consumer packaged-goods distribution
company, is pleased to announce that it has been appointed as the master
distributor of ELF Nicotine Pouches for the UK market.

 

ELF Nicotine Pouches are an exciting entrant into the fast-growing nicotine
pouch category. As the nicotine pouch category continues to develop, the
Company's Chill Connect retail distribution division will support the brand's
UK rollout with a nationwide programme of sample distribution, product
launches, branded displays and other in-store activations to cement its
leading position in this emerging space.  ELF Nicotine Pouches are produced
by Shenzhen iMiracle Technology ("SiMT"), a part of Heaven Gifts.

Chill Connect will also distribute SiMT's ELFBAR and Lost Mary vape products.
Through this collaboration, the Company will be in a position to service its
extensive convenience retail network with these category-defining brands,
further enhancing its role as a key route-to-market provider for international
FMCG companies. The appointment will commence in September and is expected to
contribute to revenues in the coming 2026 financial year.

The UK nicotine pouch market is expanding at pace, with retail sales volumes
up 82% in 2024 to reach approximately £131 million. Industry forecasts
suggest the category will exceed £200 million in value during 2025, with some
projections pointing to growth at a compound annual rate (CAGR) of nearly 40%
through to 2030. This rapid expansion underscores the scale of the opportunity
for ELF Nicotine Pouches and Chill Brands' management believes that by
supporting leading brands the Company can play a significant role in shaping
the future of this emerging category.

Commenting on the appointment, Callum Sommerton, Chief Executive Officer of
Chill Brands, said:

"This master distribution agreement represents a significant step forward for
Chill Brands and a major endorsement of our Chill Connect distribution
platform.

ELF Nicotine Pouches are one of the most exciting new entrants to the
reduced-risk category. Alongside this, the ELFBAR and Lost Mary vape ranges
are already among the most sought-after products in the UK market. By
leveraging our nationwide retail network and activation capabilities, we are
ideally placed to maintain their growth and solidify their leadership
position.

We are delighted to be partnering with these brands and look forward to
working closely with them to achieve long-term success, particularly as the
market for nicotine pouches matures."

-ENDS-

 

Enquiries:

 Chill Brands Group plc                                      contact@chillbrandsgroup.com

+44 (0)20 4582 3500
 Harry Chathli, Chairman

 Callum Sommerton, CEO
 Allenby Capital Limited (Financial Adviser and Broker)      +44 (0) 20 3328 5656
 Nick Harriss/Nick Naylor/Lauren Wright (Corporate Finance)

Kelly Gardiner (Equity Sales)

About Chill Brands Group

Chill Brands Group plc (LSE: CHLL, OTCQB: CHBRF) is a distribution-led
consumer packaged goods company focused on bringing novel fast-moving consumer
products (FMCG) to market. The Company specialises in the sale and
distribution of tobacco alternatives, functional beverages, and other
innovative consumer goods, with a particular emphasis on the convenience store
channel. Chill Brands partners with a mix of established FMCG businesses and
emerging high-potential brands to provide comprehensive route-to-market
solutions. Chill Brands also operates the chill.com e-commerce website, on
which it is building a marketplace of products from third-party brands.

 

Publication on website

A copy of this announcement is also available on the Group's website at
(http://www.chillbrandsgroup.com/) http://www.chillbrandsgroup.com
(http://www.chillbrandsgroup.com/)

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