Why we're building FUMIX nicotine pouches

Nicotine pouches are the fastest-growing format in the world, and yet most of them feel like an afterthought. Bulky, harsh, with flavours that fade in minutes.

When we sat down to design ours, we asked one question: what would it take for a pouch to feel as considered as a luxury object?

The answer started with the material. We tested over forty fibre blends to find one that holds flavour for an hour without becoming abrasive. We obsessed over the moisture curve — too dry and the release is sharp, too wet and it drips.

Then came the format. Slim, but not so slim it disappears. Long, but not so long it pushes the lip. Six millimetres of considered restraint.

The result is a pouch that does its job and gets out of the way. That's the whole point.