V&YOU Interview with Markus Bonke

The Nicotine Pouch Market Oct 14, 2020

So after having had the opportunity to try a range of the V&YOU pouch products for review - I wanted to know more about the brand and the products - especially their ‘mood’ based approach to product naming.

Markus from V&YOU has kindly agreed to answer some of my questions to provide a little more insight into the company - and what goes into the nicotine pouch products.

So how did V&YOU come to be as a brand?

We believe that people should be able to choose how they live their lives. So our core proposition is using premium active ingredients in different products and formats enabling people to feel better in everything they do, with V&YOU being the brand of choice for people to use active ingredients to enhance their daily vibe.

Any whats you’re primary role at V&YOU?

Being a lawyer by trade with a strong passion for design and an affinity to tech (I know this sounds a bit odd) I focus on our overall business setup and operation, our brand design and brand communication as well as our E Commerce channel and social media.

And you offer a range of nicotine related products is that right?

Our current product portfolio includes CBD oil and pouches as well as nicotine pouches in different strengths and various flavours. Going forward, we will extend our portfolio with further active ingredients and products to build on our core positioning: Enhance your Vibe with V&YOU.

Can you tell me a little more about the ‘mood’ based approach to product naming? For example, your CBD products are called &CHILL etc.

Our products are created around four vibes – calm, chill, focus and boost – so people can choose to enhance their vibe depending on how they feel that day.

So what can you tell me about the production of your pouches? For example, where are your pouches made?

Our pouches are produced in Europe and all ingredients are sourced from Europe and the US.

Now you mentioned on a recent phone call the importance of pH in nicotine pouches - can you expand on that a little for me?

The pH of the pouches is really an important factor for both consumer experience and product quality. I am not a scientist so I can’t give you a detailed explanation of the biology or physiology of the situation. I can tell you, though, that the pH of the product has an impact on how quickly the nicotine is absorbed through the gum and into your bloodstream. You experience it as the speed and size of the rush you feel when you put a pouch in for the first few minutes. It a similar effect that nicotine salts have brought to vaping. Another important aspect of pH is shelf life: controlling pH and water activity also allow to control the shelf life of the product.

I’d love to follow up on that in more detail in a dedicated article soon.

Where can customers currently buy V&YOU products?

We are selling our products via our own E Commerce site www.vandyou.com. They are also already available with a number of online resellers and consumers will be able to purchase them in a range of vape shops and other retailers in the UK shortly.

Are you working on any new products developers we should be excited about?

We are working on a number of exciting line extenders so, watch this space.

A big thanks to Markus from V&YOU from taking the time out to answer my questions - I hope this goes some way to providing more information about V&YOU as well as the products they produce.


Richard Crosby

Founder of Nicotine Freak, ex-smoker - but lover of tobacco.

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