Today is Garry Kasparovs birthday.
Growing up as a teenager in the early 90s, I remember how the discussion in media went around computers beating humans in chess. Already as a 9 year old I bought a chess computer. It signaled with lights at the corner of the board what moves it wanted to make. At it’s harder settings it took a few minutes to compute each move, which was a bit boring to wait for, but it beat the crap out of me. Back then the real chess grandmasters, like Kasparov, were still better than the computers. Mid-90’s the computers were closing in and IBM’s monster computer Deep Blue with custom chess circuits was fighting Kasparov. In 1997 Deep Blue finally beat Kasparov and humans has never since been close to the capabilities of the best chess computers.
But the saying in the mid-90’s and onwards for some time was that a human that had the help of a computer, still beat the pure computer. I don’t know how true that was and I’m quite certain the human does not have much to add to the equation of winning in chess anymore. But even for something as constrained as chess, there was a certain period of time when the human could enchance the results by teaming up with a computer. I guess you can see where I’m going with this. I’m certain humans still have something to add to the equation in terms of investing.
As explained in the previous post, I’m currently playing around quite a bit with AI and Claude, more specifically to understand what parts of the investment process, can I out-source to Claude to save time, and what parts should I probably take a closer look at myself. I will try out a new format now. Call me out if I took some wrong shortcuts below? Did I rely to heavily on AI instead of doing the reading myself? Let’s dive into the first AI enchanced case study. Below attached is the AI generated material, after that comes my own thoughts:
Turning Point Brands
AI Claude generated background information:
US_Nicotine_Pouch_Investor_Report_2026
Turning Point Brands, a tobacco company, has shown rapid gains in the US nicotine pouch business. The long term reader knows, that Swedish Match was one of my big winners, basically betting on this very same trend. It’s interesting that the market perhaps is serving up another opportunity in this space so many years later.
Given that much of my information is sourced by AI above and is available to anyone who knows how to write a few prompts, one quickly thinks, what do I see differently than the market in this case? What I still believe is an alternative view is how big the nicotine pouch market could grow in the US. I base this off living in Sweden and seeing how much more convenient it is to consume nicotine through pouches compared to cigarattes. It is also much more addictive, which means when you started, you almost can’t quit. The vape hype in the US helped to kick off the nicotine pouch hype in the US, but by now it has got legs and I think those legs are going to walk very far.
Let’s take a look and historical data from Sweden on cigarette and snus usage. Snus is a nictotine pouch which also contains tobacco, meaning the flavor is very different to the white pouches which now takes over the US. The form factor and everything else is the same, nowadays a lot of Swedes also transition from Snus to white nicotine pouches, but the category still has a similar power over cigarettes.
Sweden long term history of Cigarette and Traditional Snuff (Snus) usage
The above pictures show the long term trend of how snus usage grew since the 1970s and kept growing for 40 years. The second graph shows how in modern time snus usage overtook smoking even. If we then look at the US market below, it’s current state and expectations of growth. We can see that cigarettes is at 150bn sticks currently, and modern oral + snuff is at 39.8bn stick equivalent, this is to grow at a tremendous pace to 57bn equivalent in 2028 whereas cigarettes by then has shrunk to 118bn. US has started on the trend Sweden was on back in the early 2000’s. this means that modern oral has a 20 year growth story infront of itself, if society values the same things that Sweden has (no risk for lung cancer, a more discrete experience – usage indoors infront of computer, etc). I do not believe the market has even fully priced in the 2028 expectations in the table below and definately not that it will double or tripple further from there.
Brand landscape
Zooming in on brands (click on pictures if hard to read). ZYN by Philip Morris is the fourhundred pound gorilla in the room with On! and Velo as strong contenders. What I find very interesting though as the market still grows so extremely quickly there are still room for new brands to take a spot and TPB with Fre and Alp is doing just that.
Legacy business is key to investment thesis
The two points I see as key for Turning Point Brands being investable are: it’s distribution and cash generative legacy business.
Distribution and product
Winning in nicotine pouches is in my view more about distribution and being early in the market, to build habits for new users. The actual taste or quality of your product of course also holds some importance but less than most people think. People are really sticky with the nicotine they got used to using. From anectodal stories of friends I known through the years, using nicotine pouches, to more conrecte proof of the huge stickiness of US customers using ZYN (although competitors have been selling their product at a fraction of the price), I’m a strong believer it’s hard to shift a user who is deeply entrenched with a brand. Think your uncle who has been smooking Marlboro his whole life, try to convince him to change brand – good luck. That said, if your product is not available everywhere, it’s hard to win a loyal customer. So distribution is also key.
Just like Swedish Match had a legacy cigarr business which gave them a foothold in the US to distribute their ZYN, Turning Point Brands have their legacy tobacco business which gives them the similar chance to reach out to already it’s already established network to push their Fre product (their Alp product is almost only sold online, until now when they will try to push it also in stores). I think this a key differentation which gives TPB a chance to fight with the big boys. The nicotine pouch product itself is very easy to create, just like TPB have turned to a supplier in India which makes their pouches, anyone can come up with a brand and do the same thing. What is special in terms of TPB is that they have distribution from the legacy business, this is something that costs a lot of money to setup and can’t be replicated by other start-ups.
Cash muscles to grow
Long-term to be a winner in the nicotine pouch market you also need the cash-flow to build production plants on US soil. Not only for tariff reasons but even more so for shipping reasons. Nicotine pouches is fairly bulky product and producing it in India, where a supplier takes their cut, the tariffs takes a cut and the shipping takes a cut, you will never reach that profitability level one is looking for. Again Turning Point Brands has thanks to it’s legacy business, a strong cash-flow generating asset, which can carry the high expenses of building up a production plant on US soil. Again a smaller start-up will struggle for many years to reach the scale to get there. We are currently in land-grab mode for new customers but later on small players who can’t get a cost competitive production will suffer when taxes are raised on the product, as is bound to happen. As a side note, I believe higher taxes will actually be a long term positive for the strongest players in the market.
So product taste is not important?
As I argued above, I think being early in the market is more important, but obviously if you are switching from cigarettes to nicotine pouches you will try a few different brands to see what you like. Still key to winning that customer and the new habits they are building, the product must be available at the spots the customer buys their products, gas stations and whatnot. What I understand from taste perspective is that both Fre and Alp taste very similarly, which is a bit unfortunate, it would be nicer if they were diversifying and targetting two different type of “styles”. Listening to users of these pouches there are a few key complaints, some feel the flavour dissapears to quickly, Fre/Alp seems to do decently in this regard compared to competition. The largest differentiator of Fre vs for example ZYN is that Fre pouches are more moist. This comes down to personal preference, some like dry like ZYN (and On!) others like more moist like Fre. I do really like that TPBs brands are differentiated in this way, even if only 20% of users prefer moist this could be a huge win for TPB if they can win 10-20% of the market thanks to their product being more moist. Velo is the big competitor which also is moist. So from this perspective I think TPB is will position with a product that seems to get good reviews from users who recently switched to nicotine pouches.
FDA
There is quite a lot to say on the topic, some of it is in the AI material. I do ponder a bit on that TPBs products are the only chemically made nicotine pouches whereas the competitors waiting for FDA approvals are all tobacco derived nicotine. But it feels strange if a more pure chemically made nicotine should be denied approval whereas tobacco derived is approved. The stock has sold off recently on some rumours that FDA is not all too happy to approve all these new nicotine pouches. There is for example the aspect of this being a gateway drug for kids (with mint flavours and all). Clearly none of these companies want to sell their product to kids, but they find their way to them anyway and FDA is tracking this closely. From what I can see in the data, this is not a big problem yet, compare numbers on vape and nico pouches here: E-cigarette prevalence (which is highest amongst middle and high school students vs. other•categories) saw the biggest reduction vs. other categories. Youth usage reduced from 5.9% in 2024 to 5.2% in 2025. Nic pouch prevalence reduced from 1.8% in 2024 to 1.7% in 2025. ZYN is the most used brand, with c61% of the group using it vs. c6% using On!.
In Summary
TPB has shown that they can grow their nicotine pouch products quickly in a market which is also growing fast. There is currently a land-grab of new customers who are establishing new habits which in many cases will mean lifelong usage of nicotine pouches. TPB is well positioned to take a 5-15% market share in the US, which would mean considerable upside for the shareprice at current levels, as the entire market will grown to become larger than most investors currently think. They sometimes take unconventional approaches as teaming up with Tucker Carlson where they have a 50/50 JV to own the Alp product. But they also do savvy things as growing their clout to cooperations like this: TPB and UFC Coop.
I see this is a fantastic long-term compounder if they play their cards right. There are some hesitations, the FDA approval, some less good comments about management, but overall I think it looks like a really good setup.






















