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Helix Innovations

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In 2019, Altria announced an agreement to acquire 80 percent ownership of certain companies of Burger SÖhne HoldingAG, based in Switzerland, that commercialize on!® nicotine pouches globally.

In December 2020 and April 2021, Altria subsidiaries closed the transactions to acquire the remaining 20 percent of the global on! business for a total of approximately $250 million.

The fast-growing nicotine pouch category provides another choice for adult nicotine consumers 21+ seeking alternatives to traditional tobacco products.

Assorted “on!” nicotine pouch containers arranged in a grid, each with a bold color and flavor label—including red (cinnamon), green (wintergreen), blue (mint), yellow (citrus), purple (berry), and orange (coffee)—alongside “on! PLUS” round cans in mint, wintergreen, and tobacco flavors; each container displays nicotine strength and a warning that the product contains nicotine.

Helix has a premium portfolio of product offerings across a variety of flavors and nicotine strengths including on!® and on! PLUSTM.

on! PLUSTM is a spit-free nicotine pouch product that uses our proprietary "soft-feel" material. In December 2025, the FDA authorized on! PLUSTM Mint, Wintergreen and Tobacco in 6 and 9 milligram nicotine strengths. It is also in limited distribution in Sweden and the UK.