Grizzly’s unapologetic voice has been well established in the moist snuff category for well over a decade. Its everyman persona helped elevate it from value brand to successful challenger vs. century old market leaders. In the process Grizzly became more of a lifestyle brand. One that had leeway to talk, not just about products, but to have an its own POV on every day life.

So when it came time to take on the leaders in a relatively new category, nicotine pouches, Grizzly was ready. The popularity of nicotine pouches has exploded, led by early market leader, Zyn. An almost generic brand with little personality of its own. Known for its “fancy” flavors and adopted by a “Zyn bros” fanbase on social media. Grizzly introduced this new audience to something more distinctive. A brand with a little more attitude that wasn’t afraid to have fun with the cultural tension around modern masculinity. Welcome to nicotine pouches…but Grizzlier.