Phil Hudson

With 30+ years of international commercial, sales, marketing, and consumer-engagement experience across FMCG and, more recently, the novel nicotine category. I’ve driven brand growth, market expansion, and commercial performance for blue-chip companies across Duty Free, High Street retail, wholesale, key accounts, and the fast-growing nicotine sector. More recently my focus has been in the rapidly evolving nicotine-pouch category, specialising in market development (sales), strategic positioning (partnerships), and responsible consumer engagement (brand awareness). I help brands offer adult nicotine users ethical, lower-risk alternatives while navigating a landscape shaped by innovation and regulatory complexity. I consult with nicotine and non-nicotine pouch companies to accelerate commercial strategy and scale. This includes strategy development, market assessment, expansion planning, brand creation and deployment, grassroots activation, and strengthening supply and reseller channels, all designed to build demand and deliver sustainable growth. In 2023, I instigated and co-founded the Global Institute for Novel Nicotine (GINN), where I now serve as Associate Director and part of the global leadership team. GINN is a volunteer-led organisation championing responsible innovation and evidence-based regulation, with a strong focus on nicotine pouches. I work transparently and without salary, offering a balanced view across industry, policy, research, and consumer needs. Disclosure: www.ginn.global/ginn-leadership-team-disclosure-policy/ Strengths: • Deep expertise in nicotine pouches and next-gen nicotine products • Wide international network of brands, wholesalers, resellers, and online operators • Proven success launching, positioning, and scaling brands in fast-moving markets • Strong regulatory understanding for compliant market entry • Ability to convert strategy into practical commercial execution • Track record of delivering ROI in lean, entrepreneurial environments • Trusted relationship builder across the full ecosystem, manufacturers to consumers I blend decades of commercial leadership with a forward-looking, ethical approach that helps brands, stakeholders, and consumers build trust and confidence in the next generation of nicotine and FMCG products. 📧 phil@pouched.co.uk | phil@ginn.global | phil@denssipouches.com 📞 +44 (0)7400 110806