Latham & Watkins has advised Imperial Brands PLC on the acquisition of Swedish modern oral nicotine business Yoik Group AB, owner of the brand Helwit, broadening and strengthening its next generation product (NGP) portfolio in Europe.
Helwit is a leading independent modern oral challenger brand with a share of 3.4% in Sweden, the largest modern oral nicotine market in Europe, accounting for more than 40% of total volumes. The addition of the Helwit brand to its portfolio more than doubles Imperial’s existing modern oral market share in Sweden and provides greater choice for its adult consumers seeking alternative non-combustible nicotine products.
The Latham team was led by London corporate partners Sam Newhouse and Harriet Stephenson, with associates Elliot Brownlee and Stephanie Aitken. Advice on employment matters was provided by London partner Sarah Gadd, with associate Ellie Wilson; on tax matters by London partner Aoife McCabe, with associate Gunel Latifova; on data and technology transaction matters by London partner Christian McDermott, with associates Liz Longster, Clarence Cheong, and Sophia Shum; on regulatory matters by Brussels partner Eveline Van Keymeulen, with associate Grégoire Paquet; on antitrust matters by London partner Luda Le Grand, with associate James Mathieson; on sanctions matters by London partner Pamela Reddy and counsel Thomas Lane, with associates Matthew Unsworth and Gregory Slevin; on ESG matters by London partner Michael Green, with associate James Bee; and on real estate matters by London partner Quentin Gwyer, with associate Costa Thrasyvoulou.
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