Kelly White Q&A: Which Flavour Never Made It?
Kelly White once tested an Elderflower Basil pouch, and it never launched because it tasted like soap. We asked Johan Sundström, founder of the Stockholm brand, five questions about how Kelly White flavours are made, which ones surprised them, and what customers ask for most.
Kelly White is made by White Industries AB in Stockholm. At PouchSpot we stock 15 Kelly White nicotine pouches in mini and slim formats, from 4 to 10 mg per pouch.
Which flavour did you test that never came out, and why?
"Elderflower Basil was a fun idea, but it turned out to taste like soap."
How long does it take to go from idea to a can in the shop?
"Developing a new product usually takes about three months."
Which product sells better than you expected, and which sells worse?
"Cucumber Mint was a product I was a bit unsure about at first, but it is now a big favourite with a lot of people. Cool Mint, on the other hand, which is my go-to pouch, sells worse than expected in some markets. That is probably down to the tough competition in the mint segment."
Both are in our range: Kelly White Mini Cucumber Mint and Kelly White Cool Mint Slim Strong.
Which country or market has surprised you most?
"It has to be when we started getting more demand from Japan."
What do customers ask you about most often?
"A common one is customers getting in touch with flavour ideas and asking us to make them."
The Kelly White range at PouchSpot
| Product | Format | Nicotine per pouch | From |
|---|---|---|---|
| Sweet Peach Mini | Mini | 4 mg | €4.29 |
| Mini Strawberry Lime | Mini | 5 mg | €4.29 |
| Sparkling Strawberry Mini | Mini | 6 mg | €4.29 |
| Mini Sweet Peppermint | Mini | 6 mg | €4.29 |
| Mini Cucumber Mint | Mini | 5 mg | €4.29 |
| Raspberry Lemon Mini | Mini | 6 mg | €4.29 |
| Sweet Melon Mint Mini | Mini | 6 mg | €4.29 |
| Sparkling Strawberry Slim | Slim | 5 mg | €4.29 |
| Cool Mint Slim Strong | Slim | 8 mg | €4.29 |
| Sweet Peach Slim Strong | Slim | 8 mg | €5.10 |
| Hot Cherry Slim Strong | Slim | 8 mg | €5.10 |
| Raspberry Lemon Slim Extra Strong | Slim | 10 mg | €5.10 |
| Crispy Apple Slim Extra Strong | Slim | 10 mg | €5.10 |
| Minty Grape Slim Extra Strong | Slim | 10 mg | €5.45 |
| Sweet Peppermint Slim Extra Strong | Slim | 10 mg | €5.45 |
Shop all Kelly White. Free shipping on orders over €50.
FAQ
Who makes Kelly White?
Kelly White is made by White Industries AB, based in Stockholm, Sweden. Johan Sundström is the founder.
How long does Kelly White take to develop a new flavour?
About three months from idea to a finished product, according to Johan Sundström.
Which Kelly White flavour never launched?
Elderflower Basil. It was tested but never released because it tasted like soap.
How strong are Kelly White nicotine pouches?
The Kelly White pouches we stock range from 4 to 10 mg of nicotine per pouch. The minis run 4 to 6 mg per pouch and the strongest slims are 10 mg per pouch.