Altria's on! PLUS Reaches 120,000 Stores as Expansion Enters Flavor Phase

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3▲1 ▼0Impact / 5
Summary · why it matters

Altria Group's on! PLUS nicotine pouches have reached roughly 120,000 stores nationwide, covering about 90% of nicotine-product volume, the company said. The expansion is already lifting the brand, with on! retail share reaching 8.6% in the second quarter of 2026, up 0.8 share points sequentially and 0.3 share points year over year. Reported on! shipment volume was 49.9 million cans in the quarter, down 4.2% year over year on trade inventory movements, though first-half shipment volume rose 5.1%, and on! brand awareness climbed to 57% from 53% among adult nicotine consumers aged 21-54. The next phase centers on product variety: shipments of 12-milligram on! PLUS resumed in Florida, North Carolina and Texas in three flavors, with national expansion planned for the third quarter, and additional flavors across 6, 9 and 12-milligram strengths, beginning with Blueberry Mint and Mango Pineapple, are planned for the fourth quarter. Rivals are also expanding, as Philip Morris International's ZYN shipments rose 1.8% to 2.9 billion pouches in the second quarter, and Turning Point Brands' Modern Oral net sales surged 128% to $68.4 million, or 48% of total company net sales.

Impact on assets 3

Consumer Staples▲
Altria Group
MO
▲ PositiveDemandrelevance

on! PLUS reached ~120,000 stores (90% of nicotine volume) with retail share up to 8.6% and brand awareness rising to 57%.

Philip Morris International Inc
PM
± MixedCompetitionrelevance

Mentioned only as a rival whose ZYN shipments rose 1.8% to 2.9 billion pouches, no company-specific development.

Turning Point Brands Inc
TPB
± MixedCompetitionrelevance

Named only as a rival with Modern Oral net sales up 128% to $68.4M, no company-specific news.