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Key Points:

  • Helix Innovations, the oral nicotine company under Altria Group, has expanded distribution of On! Plus nicotine pouches to 120,000 stores nationwide, Altria CEO Salvatore Mancuso said on the second-quarter earnings call on July 30.
  • According to the company's earnings presentation, On! Plus shipments increased 5.1% year-over-year in the first half of 2026.
  • Altria and Helix received marketing authorization from the U.S. Food and Drug Administration for six On! Plus nicotine pouches in late 2025.

Deep Dive:

Although it has been only a little over six months since six On! Plus products received FDA marketing authorization, the brand is steadily growing. In addition to now being available in 120,000 stores, Mancuso said on the earnings call that On! brand retail share grew to 8.6% in the second quarter, up 0.8 percentage points sequentially and 0.3 percentage points year-over-year.

Mancuso noted on the call that Altria expects to add more products to the On! Plus line later this year and hopes the company will receive approval for more products in the near future.

"The On! Plus authorizations received last year create a faster pathway for supplemental premarket tobacco product applications for future line extensions," Mancuso said.

Not all products the company sells in the U.S. have received FDA marketing authorization. For example, Helix began shipping 12-milligram products in Florida, North Carolina, and Texas in the second quarter and plans to sell them nationwide in the third quarter, Mancuso said. The company also plans to begin selling Blueberry Mint and Mango Pineapple flavors in the fourth quarter to meet consumer demand for higher strength and more flavors.

"Competitive activity in the nicotine pouch category is intensifying," Mancuso said on the call.