FRE Shatters Nicotine Pouch Norms with First High-Strength Watermelon, Answering Overlooked Consumer Demand

Rhea-AI Summary

Turning Point Brands (NYSE: TPB) launched FRE Watermelon, a high-strength nicotine pouch available in five strengths (3mg, 6mg, 9mg, 12mg, 15mg) and multiple pack formats. The product, introduced October 1, 2025, is positioned as the first white-pouch brand to offer watermelon across a full strength range and targets a shifting flavor mix where Mint/Wintergreen previously held >60% of U.S. sales.

Retail distribution begins in Q4 2025, direct sales at frepouch.com with pricing: $5.29 single tins, $24.99 rolls, and $24.99 100-count Mega Packs. The launch includes packaging upgrades, nationwide POS materials, and a 360-marketing campaign.

Positive

• Product differentiation: first white-pouch watermelon across 3–15mg strengths
• Launch timing: direct sales began Oct 1, 2025 with retail rollout in Q4 2025
• Pack pricing: single tin $5.29, rolls $24.99, 100-count Mega Pack $24.99
• Marketing support: nationwide POS materials and a 360-marketing campaign

Negative

• None.

Insights

Consumer Products Strategist

FRE Watermelon expands FRE’s strength range and targets shifting flavor demand with wide retail and direct pricing options.

Turning Point Brands launches FRE Watermelon in five strengths (3mg–15mg) and lists direct prices of $5.29 for single tins and $24.99 for roll and Mega Pack, establishing a full-strength fruit-flavor SKU set that aims to capture an underserved segment.

The product positions the brand against a category historically led by Mint and Wintergreen (quoted as > 60% of U.S. sales) and cites a national segmentation study showing higher visual appeal and purchase intent, particularly among female pouch users who value pouch size and mouthfeel; these internal metrics support a favorable consumer fit but do not guarantee retail conversion.

Key dependencies include actual retail rollout in Q4, the effectiveness of the announced 360-marketing and point-of-sale program, and measured sell-through versus the study’s intent metrics; early indicators to watch are distribution reach in Q4, direct-to-consumer sales after October 1, and retailer-facing revenue per facing claims. The release is a strategic, likely positive commercial expansion based on the provided facts, though execution and measured retail uptake will determine investor-relevant impact.

SANTA MONICA, CA, Oct. 08, 2025 (GLOBE NEWSWIRE) -- Turning Point Brands (NYSE: TPB), a leader in next-generation nicotine products, today announced the launch of FRE Watermelon, the latest addition to its rapidly growing FRE nicotine pouch portfolio. With this release, FRE becomes the first and only white pouch brand to offer pure across a full assortment of strengths, ranging from 3 to 15 milligrams — a strategic move to capture a rapidly growing, yet underserved, segment of the fruit-flavored pouch market. 
“We saw a huge disconnect in the market,” said Alex Foster, Senior Brand Manager at Turning Point Brands. “Adult consumers were craving bold, authentic fruit flavors but were forced to settle for limited strength varieties. FRE Watermelon closes that gap. We're delivering the powerful flavor experience people want, without asking them to compromise on the strength they prefer. It’s a true category-first that puts the consumer experience at the forefront.” 
FRE Watermelon is available in 3mg, 6mg, 9mg, 12mg, and 15mg strengths, appealing to a broad segment of adult nicotine users. Results from a national segmentation study of adult nicotine users showed Watermelon outperformed competing flavors on visual appeal, purchase intent, and overall preference, with particularly strong interest from female pouch users who value FRE’s pouch size, softer mouthfeel, and strength options. 
Historically, Mint and Wintergreen have dominated the modern oral category, accounting for more than 60% of U.S. sales. But consumer tastes are shifting, and the rollout of FRE Watermelon positions the growing brand at the forefront of that change. With its broad spectrum of nicotine strengths, FRE is establishing a premium product portfolio that addresses where the consumer is headed — giving retailers a rare first-mover advantage in a fast-growing segment. 
FRE continues to stand apart through its pre-moistened pouches, ensuring flavor across all five strengths. Packaging upgrades, including soft-touch cans and enlarged flavor bars, enhance shelf appeal while simplifying inventory for retailers and maximizing revenue per facing. 
Availability: FRE Watermelon launches October 1 at frepouch.com ($5.29 single tins, $24.99 rolls, $24.99 100-count Mega Packs). Retail distribution begins in Q4. To support the rollout, FRE will deploy a nationwide suite of point-of-sale materials, supported by a 360-marketing campaign. 
Product samples and interviews with brand leadership are available upon request. 
About FRE 
Designed by nicotine users for nicotine users, FRE was born out of a desire to push boundaries, confidently challenge old thinking, and provide adult nicotine users with a superior alternative to the dry, stale, and bland pouches you often find on the market. The result is a bold take on the white pouch experience. FRE is made and distributed by Turning Point Brands (NYSE: TPB), a manufacturer, marketer and distributor of branded consumer products.  

Attachment

• FRE Watermelon Introduction

Tracy Frisbie
Turning Point Brands 
646-871-2402
tfrisbie@tpbi.com

FAQ

When did Turning Point Brands (TPB) launch FRE Watermelon and when will retail distribution begin?

FRE Watermelon launched on October 1, 2025 with retail distribution beginning in Q4 2025.

What nicotine strengths does FRE Watermelon offer and how is it unique for TPB (TPB)?

FRE Watermelon is offered in 3mg, 6mg, 9mg, 12mg, and 15mg, making it the first white-pouch watermelon across a full strength range.

How is FRE Watermelon priced on frepouch.com and what pack sizes are available?

Direct-site pricing is $5.29 for single tins, $24.99 for rolls, and $24.99 for 100-count Mega Packs.

How might FRE Watermelon affect FRE’s shelf presence and retailer inventory for TPB shares?

The launch includes packaging upgrades and enlarged flavor bars designed to enhance shelf appeal and simplify inventory for retailers.

What evidence supports consumer demand for FRE Watermelon in the TPB rollout?

A national segmentation study reported Watermelon outperformed competing flavors on visual appeal, purchase intent, and overall preference.

Will Turning Point Brands support the FRE Watermelon launch with marketing and samples?

Yes. TPB plans a nationwide point-of-sale rollout, a 360-marketing campaign, and product samples and brand interviews available on request.