REBEL and KRATOS Establish a Global Footprint Across Europe, the Middle East, Africa, and Asia
24 Jan, 2026Global January 2026
REBEL and KRATOS, the nicotine and functional pouch brands developed by Tobacco International Inc., continue to strengthen their global presence as adult consumers across multiple regions increasingly move away from combustible cigarettes in favor of smoke free and nicotine free alternatives.
Since its launch in 2018, REBEL Nicotine Pouches has grown from an early innovator into a globally distributed brand. Today, REBEL is available through retail, pharmacy, travel retail, and e commerce channels across Europe, the Middle East, Africa, and Asia. Manufactured in the European Union under strict quality and safety standards, the brand has established itself as a trusted reference point in modern oral nicotine.
Europe as a Core Market
Europe remains a foundational pillar for both REBEL and KRATOS. The brands are widely accessible through specialist retail and e commerce platforms across key European markets, including Portugal and Spain, where smoke free pouches have become an established alternative for adult smokers.
In Sweden, a country with a long history of oral nicotine use, the portfolio includes energy pouches and zero nicotine pouches, reflecting strong demand for functional and nicotine free options. In the United Kingdom, KRATOS has entered the market with zero nicotine pouches, meeting the needs of adult consumers seeking alternatives without nicotine.
Across other European markets, the full product portfolio is available through compliant retail and digital channels.
Growth Across the Middle East Africa and Asia
Beyond Europe, REBEL has built a significant footprint across the Middle East and Africa, including South Africa, where demand for smoke free alternatives continues to grow among adult consumers. Distribution in these regions is supported by a combination of local partnerships and cross border e commerce.
In Asia, Tobacco International Inc. has expanded through strategic distribution agreements, including the launch of REBEL and KRATOS in Thailand. The brands are now present in airport duty free locations as well as local retail channels, positioning Thailand as an important gateway market for Southeast Asia.
Lebanon Confirmed as a Benchmark Market
While REBEL and KRATOS are present across many international markets, Lebanon has emerged as a particularly important reference point. During its latest visit to the country, the Global Institute for Novel Nicotine confirmed Lebanon as one of the most advanced markets in the Middle East for smoke free alternatives.
Industry estimates reviewed during the visit indicate that REBEL accounts for approximately ninety percent of nationwide nicotine pouch sales. Availability extends beyond convenience stores into an estimated fifteen hundred pharmacies, where pouches are sold over the counter without prescription. According to GINN, this level of pharmacy participation reflects a meaningful shift in consumer behavior away from cigarettes.
KRATOS Expands Choice and Innovation
Building on the global foundation established by REBEL, KRATOS entered international markets in 2025. The brand expands the portfolio with nicotine pouches, zero nicotine pouches, and functional energy pouches designed for adult consumers seeking performance oriented alternatives.
KRATOS complements REBEL by broadening consumer choice while maintaining the same focus on quality, responsible distribution, and adult only access.
A Global Shift Toward Better Alternatives
Across regions, the pattern is increasingly clear. When adult consumers are given access to credible and well regulated alternatives, many choose to reduce or move away from combustible cigarettes.
REBEL’s sustained leadership and KRATOS’s continued expansion demonstrate how smoke free and nicotine free pouches can scale internationally across diverse regulatory and cultural environments.
Tobacco International Inc. remains committed to working with distributors, retailers, and public health stakeholders to ensure its products are marketed responsibly and in accordance with local regulations.
The result is not the removal of choice, but the availability of better choices for adult consumers worldwide.
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obacco International Inc. has entered into a strategic partnership with Singapore-based Wingglen Pte. Ltd. to launch REBEL and KRATOS nicotine pouch brands in Thailand’s duty-free and local retail markets. The agreement positions Wingglen as the exclusive partner responsible for airport duty-free operations and in-market development, marking the official entry of both brands into Thailand. The launch at Bangkok International Airport represents the first phase of a broader Southeast Asia expansion, leveraging high-traffic travel retail channels to accelerate brand visibility and regional growth.
Editorial and credible Lebanon’s rise as the Middle East’s leading tobacco alternative market has been shaped by the early presence of REBEL, the recent entry of KRATOS, and growing recognition from the Global Institute for Novel Nicotine as pharmacy adoption accelerates.
Brief Description: Rebel, a global nicotine and caffeine pouch brand under Tobacco International Inc., celebrates the sale of over 240 million nicotine pouches in 2024 and announces the launch of 10 new Rebel Energy Pouch flavors. With distribution in 50+ countries and growing partnerships worldwide, Rebel continues its rise as a market leader in tobacco-free and nicotine-free pouch innovation.