From our first generation to a completely reimagined identity — here's why we decided to change GLICK, what we've learned along the way, and where we're heading next.
When GLICK first entered the nicotine pouch industry in 2023, we had a straightforward ambition: to build a distinctive brand that could compete in an increasingly crowded international market.
We wanted GLICK to stand out. Our first generation reflected that ambition through bold flavors, striking visuals, and a strong identity. It was our starting point, and it helped us introduce GLICK to new markets, establish distribution relationships, and better understand the industry.
But as the brand developed, so did our understanding of what we wanted GLICK to become.
By 2026, we realized that moving forward meant doing more than introducing another flavor or updating a package.
It was time to rethink GLICK from the ground up.
THE ORIGINAL GLICK: WHERE IT ALL STARTED
Every brand has a beginning, and our original collection played an important role in shaping GLICK.
At the time, the nicotine pouch market was heavily influenced by intense flavors, high-impact designs, and products competing to deliver increasingly powerful sensations.
Our original generation was part of that environment. We experimented with different flavor combinations, product concepts, and visual directions while building our presence in the market.
Over time, working with distributors, retailers, and industry partners gave us a broader perspective.
We began asking ourselves a simple question:
Does a better flavor really need to be stronger, sweeter, or more intense?
Our answer was no.
We saw an opportunity to take GLICK in a different direction — one that valued balance over intensity, simplicity over unnecessary complexity, and refinement over exaggeration.
The original GLICK helped us understand the market. The new GLICK represents what we want to contribute to it.
WHY WE DECIDED TO REBRAND IN 2026
The decision to rebrand wasn't simply about changing our logo or creating new packaging.
It came from a change in our philosophy.
We believe the nicotine pouch category has plenty of products built around extreme sweetness, aggressive cooling, and increasingly complicated flavor combinations. While these profiles have their audience, we wanted to explore something different.
Something cleaner. More neutral. More considered.
Our goal was to develop flavor profiles that remain recognizable without becoming overwhelming — flavors that don't constantly demand attention or rely on excessive sweetness to make an impression.
We call this approach:
FLAVOR WITHOUT FATIGUE.
It's the idea behind the new generation of GLICK.
Rather than trying to create the loudest flavors on the market, we've focused on developing balanced profiles with distinct identities and restrained intensity.
We also wanted our visual identity to reflect this philosophy. A more mature, consistent brand direction that can represent GLICK across different markets and product categories.
This is not about abandoning our roots. It's about taking what we've learned and building something more focused.
MEET THE NEW GLICK COLLECTION
The new GLICK portfolio introduces five carefully considered flavor directions, each with its own character but united by the same approach to balance and simplicity.
EARL GREY — Aromatic and Refined
Inspired by the familiar character of Earl Grey tea, featuring distinctive bergamot notes and a neutral, non-sweet profile. A restrained alternative to conventional fruity and mint flavors.
ICE GRAPEFRUIT — Crisp and Refreshing
A fresh grapefruit profile with subtle citrus bitterness and cooling notes. Not sweet, not overpowering — simply a clean interpretation of grapefruit.
COLD DRY — Pure Menthol
Created with experienced pouch users in mind. A pronounced menthol cooling sensation with a neutral foundation, free from sweetness, saltiness, or competing flavor notes.
SPEARMINT — A Refined Classic
A familiar spearmint character with balanced mint notes and a subtle tingling sensation. Clean, neutral, and without unnecessary sweetness.
ICE PEACH — Delicate and Fresh
A lightly sweet peach profile combined with gentle cooling. Soft fruity notes create a balanced flavor without excessive sweetness.
These five profiles represent the beginning of our new direction, rather than the limits of what GLICK might become.
MORE THAN A NEW LOOK
Our ambitions extend beyond the product portfolio.
The 2026 rebrand marks a broader change in how we want to develop GLICK as a business and as an international brand.
We want to build stronger, longer-term relationships with distributors and retailers, develop a more consistent product identity, and approach new markets with a clearer understanding of what GLICK represents.
We also recognize that international markets differ. Product preferences, nicotine strength requirements, regulations, and consumer expectations vary considerably from country to country.
Our future strategy will take these differences seriously.
Rather than approaching every market with exactly the same proposition, we aim to develop appropriate product ranges and distribution strategies while maintaining a recognizable GLICK identity.
One brand. One philosophy. A more focused international direction.
WHAT TO EXPECT FROM GLICK IN THE FUTURE
Our priorities for the next stage are clear.
A more focused portfolio. We intend to prioritize flavors with recognizable character and consistent identities rather than expanding the range simply to increase the number of products.
Continued product development. We will keep exploring new flavor concepts, formulations, and formats that align with our approach to balance and simplicity.
International growth. We aim to strengthen existing distribution relationships while building new partnerships in markets where our products can be offered in accordance with local regulations.
A stronger brand identity. From product design and presentation to communication and distribution, we want GLICK to feel consistent, recognizable, and professionally represented.
Long-term thinking. We aren't rebuilding GLICK just for another launch. We are establishing a foundation that we believe can support the brand for years to come.
THE NEXT CHAPTER STARTS HERE
Looking back, we're proud of where GLICK started.
Our first generation gave us the opportunity to enter the market, build relationships, experiment, and learn. Without that experience, the new direction wouldn't exist.
But we don't believe a brand should stay the same simply because something worked in the past.
Markets evolve. Expectations change. And brands should be willing to question their own approach.
For us, 2026 is that moment.
The new GLICK is more focused, more refined, and built around a clearer understanding of what we want our products and our brand to represent.
We have a lot more planned, and this new chapter is only the beginning.
THE SAME GLICK. A DIFFERENT DIRECTION.
GLICK — FLAVOR WITHOUT FATIGUE.