Turning Point Brands’ Stoker’s division introduced Stoker’s Proud, a new sub‑brand of smokeless tobacco, on February 16, 2026. The product is a traditional long‑cut tobacco sold in a 1.2‑ounce can and is positioned as a value‑focused alternative to the flagship Stoker’s line.
Stoker’s Proud is manufactured entirely in the United States using 100% American‑grown tobacco and the company’s established curing and flavoring processes. It will be distributed through the same independent retailer network that serves the parent brand, ensuring that the new offering reaches the same customer base without requiring new distribution channels.
The launch is part of a broader strategy to capture a price‑sensitive segment of the smokeless market while preserving the premium positioning of the core Stoker’s product. By offering a lower‑priced option, Turning Point Brands aims to broaden its market reach and protect its share in a competitive landscape that is increasingly focused on value.
Turning Point Brands reported strong Q3 2025 results, with consolidated net sales of $119.0 million, up 31.2% year‑over‑year, and Adjusted EBITDA of $31.3 million, up 17.2%. The Modern Oral nicotine pouch segment drove a 627.6% year‑over‑year increase to $36.7 million, accounting for 30.8% of total net sales.
Segment performance in Q3 2025 showed a sharp divergence: Stoker’s segment net sales rose 80.8%, while Zig‑Zag segment net sales fell 10.5%. The growth in Stoker’s sales reflects continued demand for the brand’s flagship products, whereas the decline in Zig‑Zag highlights headwinds in the traditional cigarillo market.
Thomas Helms III, senior brand director at Stoker’s, said, "Stoker’s Proud represents an exciting next chapter for our brand. As more consumers look for affordable options, Stoker’s Proud allows us to serve that demand while staying true to our American‑made heritage and preserving the positioning of our core Stoker’s products."
Stoker’s has long held the #1 position in the chewing tobacco category and is one of the fastest‑growing brands in the moist snuff segment. The new sub‑brand is a response to growing consumer demand for value‑priced offerings and to competitive pressure from other smokeless brands that have introduced lower‑priced lines.
By adding Stoker’s Proud, Turning Point Brands expands its smokeless portfolio and reinforces its strategy of diversifying revenue streams. The move positions the company to capture a broader share of the smokeless market, potentially offsetting any future decline in premium product sales and supporting long‑term growth in a segment that remains resilient despite regulatory and market headwinds.
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