Kretek International Inc., parent company to Phillips & King, Ventura Cigar Company and Tobacco Media Group (TMG), announced the formation of a new company, DRYFT Sciences LLC.
The new operating company will focus exclusively on the DRYFT nicotine pouches that Kretek has distributed in the U.S. since July 2016.
DRYFT Sciences will lead the national rollout of DRYFT nicotine pouches by substantially expanding production capacity, distribution and marketing efforts.
Kretek named Jason Carignan as President of DRYFT Sciences. Most recently Kretek’s Chief Marketing Officer, Carignan joined the company in 2014 and is credited with the strong growth behind Kretek’s many brands and subsidiaries, including Djarum, Ventura Cigar Company, Phillips and King and TMG.
Carignan will be shifting his responsibilities at Kretek to focus solely on the growth of DRYFT Sciences.
“The time is right for DRYFT nicotine pouches,” said Carignan. “With changing consumer behaviors and retail trends, the oral nicotine category is growing rapidly around the world. We predicted the broad shift away from traditional tobacco products and launched DRYFT nicotine pouches in July 2016. Our initial sales and marketing efforts proved very successful with consumers and retailers, and we recognized the need to create a new company focused solely on realizing our vision of bringing innovative nicotine solutions to the broader market.”
Under Carignan’s leadership, DRYFT Sciences will be responsible for all marketing, operations and manufacturing of DRYFT products globally. DRYFT Sciences will expand manufacturing of DRYFT nicotine pouches via a new U.S. manufacturing site, which will have the capacity to produce 30 million cans in 2020 and 60 million cans by 2021.
The products will be the same that adult consumers enjoy now, with DRYFT Sciences introducing a revamped brand identity at the NACS show on Oct. 2 (Hall B – Booth #3305), featuring a new label design, new branding elements, and a new consumer website to follow. Kretek will be the exclusive distributor of DRYFT nicotine pouches, utilizing its well-established channels and experienced sales force to extend reach and drive business results.
The products offer adult consumers a tobacco-leaf-free nicotine experience and a satisfying alternative to traditional tobacco and nicotine products. Smokeless and spit-free, the discreet DRYFT pouches enable usage almost anytime or anywhere, allowing adult consumers to go about their busy days without pause. DRYFT nicotine pouches are available in three nicotine strengths and eight different flavors.
“With Jason Carignan as President of DRYFT Sciences, we’re very confident in projecting success for the DRYFT brand and products,” said Kretek President Sean Cassar. “He has an impressive track record within our company, and we’re ready to capitalize on the opportunity to be a brand leader in this rapidly expanding category. Kretek has invested significant capital into DRYFT Sciences, and we believe that creating this new company is the right step in helping achieve our corporate objectives.”
The national rollout of DRYFT nicotine pouches is planned for January 2020.