TM & Partners has advised the sellers in connection with the divestment of all shares in Yoik Group AB to Imperial Brands

TM & Partners has advised the shareholders of Yoik Group AB (“Yoik”), owner of the nicotine pouch brand Helwit, in connection with the divestment of all shares in Yoik to Imperial Brands.

The initial consideration in the transaction amounts to SEK 515 million (£39.8 million) with an additional deferred sum based on performance over two years.

Yoik launched the Helwit brand in Sweden in 2021, with an aim of delivering better, long-lasting flavours to nicotine pouch consumers with a commitment to product quality, innovation and sustainability. Helwit is a leading independent modern oral challenger brand with a share of 3.4% in Sweden.

Imperial Brands PLC, a FTSE 100 company headquartered in the UK, is a global consumer goods organisation and the fourth largest international tobacco company. Its core tobacco business is built around a comprehensive portfolio of local and international cigarette brands and other tobacco products and smoking accessories available in 120 markets worldwide. 

The sellers of Yoik Group AB were advised on this transaction by a team led by Partner Philip Rämsell and Associate Axel Westerberg, mainly assisted by Partner Anna Jerndorf (employment) and Associate Rebecca Zorec Jämsä (employment).

 Imperial Brands PLC was advised on this transaction by Latham & Watkins LLP and KPMG LLP.

For further information, please contact:
Philip Rämsell
E-mail: philip.ramsell@tmpartners.se
Phone: +46 735 20 74 68