ALP announced its expansion into the UK and European markets as part of its international growth strategy. Founded in late 2024 as a direct-to-consumer brand, ALP said it became the top DTC nicotine pouch brand in the U.S. before entering retail, reaching nearly 1% of U.S. convenience store nicotine pouch sales within 90 days of its retail rollout, according to Nielsen data. The company is launching across 11 European markets in July, with a goal of becoming one of Europe’s leading nicotine pouch brands by 2030. ALP said it will support the expansion through retail partnerships and marketing initiatives, including a global partnership with UFC fighter Conor McGregor.
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ALP Plans Expansion into 11 International Markets
ALP announced that it will launch online sales for its nicotine pouches in 11 international markets starting in July, CEO Lorenzo De Plano told Reuters. De Plano said ALP, co-owned by Tucker Carlson and Turning Point Brands, is currently the fourth- or fifth-largest nicotine pouch brand in the United States with roughly 2% market share, and plans to expand its European presence to become the second-largest brand in the European Union by 2030. The rollout will begin in Britain, Ireland, Greece, Switzerland, and Romania in July, followed by additional launches across the Czech Republic, Poland, Portugal, Spain, Sweden, and Denmark later in 2026, with in-store retail expansion in the U.K. targeted for 2027.
The company said it has secured manufacturing capacity in Lithuania for 20 million units in 2026 and 50 million units in 2027, and is also expanding supplier agreements to support production and distribution growth. ALP also entered a marketing partnership with former UFC champion Conor McGregor to support international expansion efforts.
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ALP Taps Conor McGregor as Pouch Brand Partner
ALP Supply Co. announced a partnership with Conor McGregor as the company accelerates its expansion across international markets and broader consumer marketing channels. ALP, founded less than two years ago, said the collaboration will support its nicotine pouch brand growth ahead of planned launches in the European Union and South America later this year.
The agreement includes a multi-channel marketing campaign spanning broadcast, digital, social, and experiential activations, timed around major combat sports events, including International Fight Week in July, where speculation continues around McGregor’s potential return to competition. ALP executives said the partnership aligns with the company’s strategy of building visibility through sports and culture-focused marketing as competition intensifies in the rapidly growing nicotine pouch category.
The company said it plans to continue expanding retail and digital distribution as demand for oral nicotine products grows globally.
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Turning Point Reports 31% Profit Increase for FY25
Turning Point Brands, Inc. reported strong growth in Q4 2025, driven by its Modern Oral category, which saw net sales surge 266% to $41.3 million, now accounting for 34% of total company net sales compared with 12% in Q4 2024. Total consolidated net sales rose 29.2% to $121.0 million, with Stoker’s segment up 69.5% and Zig-Zag segment down 12.8%. Adjusted EBITDA increased 14% to $30.0 million, while net income climbed 239.8% to $8.2 million. For the full year, consolidated net sales rose 28.4% to $463.1 million, with net income up 46.1% to $58.2 million and adjusted EBITDA up 14.4% to $119.5 million. CEO Graham Purdy highlighted strong performance from FRE and ALP brands, emphasizing Modern Oral as a key driver for long-term category share growth while legacy brands continue to generate reliable cash flows.
The company said it is well-prepared for FY 2026, expecting Modern Oral gross revenue of $220–$240 million and net revenue of $180–$190 million, with Q1 2026 adjusted EBITDA projected at $24–$27 million, inclusive of marketing and trade investments. Stoker’s segment continues to lead sales at 67% of the total, driven by triple-digit Modern Oral growth, while Zig-Zag’s 33% contribution reflects declines due to the planned wind-down of Clipper products. TPB has strengthened operational systems, including digital tracking and FDA compliance support, and maintains liquidity of $290.1 million, comprising $222.8 million in cash and $68.1 million in asset-backed credit.
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FDA Launches Pilot to Fast-Track Nicotine Pouch Reviews
The U.S. Food and Drug Administration is set to fast-track reviews of nicotine pouches from Philip Morris International, Altria, Reynolds American, and Turning Point Brands in a pilot program launching Monday, according to Reuters. According to transcripts of an agency meeting last Friday, the agency aims to complete assessments by December, providing a quicker path to market for products like Zyn, on!, Velo, Fre, and Alp. The initiative comes amid pressure from the Trump administration to accelerate approvals and streamline the review process for the fastest-growing category of U.S. tobacco alternatives.
The pilot program will reportedly feature reduced and expedited reviews, more frequent communication between FDA staff and companies, and a focus on essential scientific and safety data, including product characterization, manufacturing consistency, and abuse-liability information. For products already on the market without full authorization, the process could remove uncertainty over legality and potential enforcement actions. Tobacco firms have long lobbied for a faster FDA authorization route, noting that lengthy reviews have allowed competitors to capture market share in the meantime.
“Adult nicotine and tobacco consumers are increasingly seeking nicotine pouches as a smoke-free alternative, and the industry is rapidly growing in response,” said Laura Leigh Oyler, vice president of U.S. Regulatory Affairs at Haypp Group, who will be speaking at GTNF 2025 in Brussels on the U.S. regulatory landscape. “These consumers deserve a marketplace of FDA-reviewed product choices to support their journey away from more harmful products.
“It makes sense that our government should also work to meet the demands of citizens, supporting a regulatory regime that quickly reviews well-designed and well-tested products from responsible and compliant manufacturers. This is a positive step not just for the regulator and the regulated industry, but for the millions of American adults looking for products they can trust.”
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ALP Partnership Gets Pouches Delivered “Almost Instantly”
ALP announced it has partnered with Gopuff to launch a new instant delivery feature via ALP’s website. ALP Supply Co. will be using Gopuff’s new “Powered by Gopuff” technology to help ALP customers get D2C orders “almost instantly.”
Tucker Carlson’s ALP will now offer customers the ability to order nicotine pouches and get them delivered through Alppouch.com’s “Instant Shop,” which leverages Gopuff’s 200+ micro distribution centers across the United States to deliver goods in as little as 15 minutes.
“Our new partnership with Gopuff is designed to put the customer first and to make ALP accessible to more adult American consumers than ever before,” said ALP co-founder Tucker Carlson, “Now you can scratch that itch with the ultimate fix, which is ALP!”
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Carlson’s Alp Could Upend Pouch Market: Survey
More than 86 percent of current U.S. nicotine pouch users say they are likely to switch to the recently launched Alp brand, according to a survey carried out by online retailer Nicokick. Such a shift would upend the nicotine pouch industry, which is currently valued at approximately $988.4 million and dominated by Philip Morris International’s Zyn brand.
Alp was launched in November by Tucker Carlson and Turning Point Brands. The conservative commentator touts the product as “the first nicotine pouch brand made by and for adults who unapologetically love nicotine.”
According to an earlier article in The Wall Street Journal, Carlson decided to enter the tobacco business because of the way Zyn manufacturer Philip Morris International responded to an off-color remark he made in 2023 about America’s bestselling nicotine pouch.
It’s clear the introduction of Tucker Carlson’s brand Alp should have a significant impact on the nicotine market, not only with current pouch users, but also with consumers of other forms of smoking and tobacco products.
Also in Nickokick’s survey, 41.4 percent of cigarette users and 53.6 percent of cigar users said they would be likely to switch to Alp nicotine pouches. Nearly 55 percent of vapers also said they would be likely to switch.
“It’s clear the introduction of Tucker Carlson’s brand Alp should have a significant impact on the nicotine market, not only with current pouch users, but also with consumers of other forms of smoking and tobacco products,” said Marina Murphy, senior director of scientific affairs at Nicokick.
“A shift away from cigarettes, and towards nicotine alternatives like pouches, could have impacts not only on the industry, but on the lives and health of millions of American consumers.”