Swedish Match Rolls Back Prices on Pouches

RICHMOND, Va. -- Swedish Match is rolling back the prices for all Longhorn and Timber Wolf pouches to 90 cents. The new list price, effective Jan. 21, translates into a 31-percent reduction for Longhorn and a 49-percent reduction for Timber Wolf.

"Historically, the pouch segment of the moist snuff category has grown at twice the rate of the total category," according to Joe Ackerman, marketing director of US Smokeless Brands. "Within the last year that rate has accelerated to [three times] the category rate. We anticipate this growth trend to continue as tobacco consumers continue to gravitate towards the convenience of pouch products."

The pricing change comes on the heels of the introduction of Timber Wolf and Longhorn's new package design that offers the disposable pouch compartment -- an industry first.

"We not only feel that our pricing decision delivers strong value to consumers, but also contributes to robust category growth," Ackerman added. "Additionally, with the recent pouch packaging change, consumers will successfully differentiate Timber Wolf and Longhorn Pouches from competitive brands."

Both brands will be supported with effective point of sale and promotions.