Company Announcements

40,000 American Shoppers Voted FRE Lush 15mg Mega Pack as Most Innovative Product in the Smokeless Tobacco Category of 2026

SANTA MONICA, Calif.--(BUSINESS WIRE)--Feb. 20, 2026-- FRE® Nicotine Pouches, a bold, freshness-forward nicotine pouch brand designed by users for users, has been recognized as a winner of the 2026 Product of the Year USA Awards. Determined through a national study of 40,000 American shoppers conducted in partnership with Kantar, a global leader in consumer research, Product of the Year is the largest consumer-voted awards program focused on product innovation. The FRE Lush 15mg Mega Pack is awarded the highly acclaimed honor of best product within the Smokeless Tobacco category.

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The FRE Lush 15mg Mega Pack delivers 100 pouches in a single pack — a format shift designed to offer better convenience and a fresher experience than traditional multi-tin purchases.

The FRE Lush 15mg Mega Pack delivers 100 pouches in a single pack — a format shift designed to offer better convenience and a fresher experience than traditional multi-tin purchases. Its vacuum-sealed pouch technology protects the bright tropical flavor, moisture, and quality of FRE Lush pouches longer than standard packaging formats. The result: more pouches, better freshness, and by consolidating 100 pouches into one resealable pack, an eco-friendly design that creates significantly less packaging waste than buying multiple individual tins.

"We created the Mega Pack to solve a real problem our consumers face every day," said Connor Smith, Vice President of Marketing for FRE. "The vacuum-sealed technology delivers freshness, while the single-pack format fits seamlessly into people's lives and reduces the waste of buying multiple tins — a smarter, more sustainable way to enjoy FRE. The Product of the Year seal is a trusted signal for shoppers, and we look forward to leveraging this recognition to highlight a product that thousands of consumers have identified as both innovative and dependable.”

“The 2026 Product of the Year winners highlight the next wave of product innovation and the brands setting the pace for what consumers want now,” said Mike Nolan, Global CEO of Product of the Year Management. “We’re proud to recognize FRE as a 2026 Product of the Year Award winner, based on votes from 40,000 American consumers who value its quality, innovation, and real-world impact.”

The Mega Pack offers users flexibility in how they consume, allowing them to use pouches directly from the resealable pack. The format is designed for portability, fitting easily into travel bags, car storage, desk drawers, and other everyday spaces.

Recognized as a globally established seal of approval, Product of the Year has been operating in the United States for nearly 20 years and nearly 40 years globally. The program helps guide consumers toward standout new products both online and in stores at a time when innovation and choice can feel overwhelming. The distinctive red Product of the Year seal helps shoppers quickly identify products that excel in innovation across function, design, packaging, or ingredients, while also serving as a valuable marketing tool for brands to build awareness and drive purchase interest within their respective spaces.

On February 19th, the complete list of 2026 Product of the Year Awards winners was revealed at the annual Product of the Year Awards Event held at Tribeca Rooftop + 360° in New York City. The celebration packed in a night full of entertainment, with Saturday Night Live alums Rachel Dratch and Alex Moffat hosting the show and a surprise performance from Broadway actress Carrie St. Louis.

For further information about FRE Nicotine Pouches, visit frepouch.com. Additional details on the full list of 2026 Product of the Year Winners can be found at productoftheyearusa.com, along with Instagram, Facebook and X (formerly Twitter) and with the hashtag #POYUSA2026.

About FRE

Designed by nicotine users for nicotine users, FRE was born out of a desire to push boundaries, confidently challenge old thinking, and provide adult nicotine users with a superior alternative to the dry, stale, and bland pouches you often find on the market. The result is a bold take on the white pouch experience. FRE is made and distributed by Turning Point Brands (NYSE: TPB), a manufacturer, marketer and distributor of branded consumer products.

About Product of the Year

Product of the Year is the largest consumer-voted award for product innovation. Established nearly 40 years ago, POY currently operates in over 40 countries with the same purpose: Guide consumers to the best products in their market and reward manufacturers for quality and innovation. Product of the Year winners are backed by the votes of 40,000 consumers in a nationally representative study conducted by research partner Kantar, a global leader in consumer research. The award is a powerful merchandising program for marketers proven to increase product sales, distribution, and awareness. Winning products are announced in February each year and receive the right to use the Product of the Year logo in marketing communications for two years. For more information, visit productoftheyearusa.com.

About Kantar

Kantar is the world’s leading marketing data, insight and consultancy company. We know more about how people live, feel, shop, vote, watch and post worldwide than any other company. Working across the entire sales and marketing lifecycle, we help brands uncover growth in an extraordinary world. Kantar services over half of the Fortune 500 companies in 100 countries.

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FRE PR Team
press@frepouch.com

Source: FRE