'PURE' Nicotine Pouch Range Review

Pure Aug 25, 2021

(Check out our Q+A with PURE co-founder, Dragos Katalin, here!)

PURE is a nicotine pouch brand offering one of the best quality products we've seen on the market. If you are looking for an alternative to Ace, Nordic Spirit or Zyn, PURE could be for you.

Pure Chilling on the Beach

Who Are PURE?

Under its umbrella company, Nicton Group, PURE has established a permanent office in the UK and an EU distribution hub as well, serving customers across the continent.

Nicton Group, Mother Company of PURE

As relatively new brand, a key focus of PURE has been on raising brand awareness, safeguarding the reputation, quality and integrity of their product and forming new partnerships with retailers and distributors. For retailers reading, PURE could be a very welcome and attractive addition to your product range. For consumers reading, PURE might just end up being your brand of choice.

After a month in the mail and probably a few Greek donkey rides later, the samples have arrived - I hope they're not too upset about being here.

After chatting on the phone, it became immediately clear that Dragos Catalin, Co-Owner / CCO at Nicton Group UK Ltd, in addition to being an amiable chap is proud of what he's doing and takes quality, transparency and his brand's integrity very seriously.

Nicotine Freak recently published an interview with Dragos, in which you can find out more about the brand, their high manufacturing standards and ingredients, in addition to what makes them different. You can find the Q + A with Dragos here, with answers from the man himself.

Dragos understands how important it is for new brands to establish integrity from the outset. Therefore, PURE have had all SKUs individually tested in specialist laboratories. Nicotine Freak has seen these reports and Dragos would gladly release these to interested parties as too. Transparency from the get go is what we like to see.

Let's Have a Closer Look at PURE

First impressions were good. The packaging and branding appealed immediately. Upon closer inspection and perhaps most importantly, the pouches themselves are well-made with a 'plump' feel to them. These pouches have substance.

PURE is available in seven flavours at the time of writing (subject to change) - Wildberry, Melon, Barberry, Wild Mint ('Siberian Mint'), Orange, 'standard' Mint and 'Feijoa'. I had to Google Feijoa, I'm not ashamed to admit. It turns out Feijoa is a popular fruit from South America. Uniqueness.

There's quite a bit to play with here - the range does lean towards the fruity side, yet the choice provides something to please most tastes.

The varied flavour range has been paired with a bright and polychrome/rainbow branding mood which is attractive on the eye. This has been well thought out.

The cans feel sturdy, well-built and have a lid compartment.


While this is a subjective matter, to us these are sensible strength nicotine pouches, comparable to well-known brands such as Ace and Nordic Spirit. Pure is available in 10mg/g and for those who prefer something a bit stronger, 16mg/g.


These pouches taste good. Really good. We think PURE are up on this aspect of the product and were particularly impressed with this - my own personal preference is for the orange and melon.

Richard Crosby, my partner at Nicotine Freak, is a man who has tasted more nicotine pouches than most people have had hot dinners. He also believes that PURE's flavourings are noteworthy, with his preference being for the Wildberry. Big thumbs up from us in that department.

The Future of PURE

At the time of writing, plans are underway at Nicton to expand their EU operations, supported by a distribution hub in Romania. Futhermore, Nicton own a second brand "Wild" which is currently available in a unique wild mint flavour. This will drive PURE's appeal to a wider consumer market. Pure's transparency and high quality standards give these guys a lot of credibility.

These pouches are great alternative to the likes of Nordic Spirit, Ace and ZYN. We've been really impressed with their product overall. Give them a try!

Attractive branding and packaging, exceptional flavours, sensible strengths/ nicotine release and high quality pouch construction are all there (with scientific reports to prove it). These things bode very well for the future of PURE. We await 2022 developments from PURE with anticipation!


Timotheos (Tim) Hatzis

China Expert and Business Consultant

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