Swisher Launches New Platform for Trade Partners

OTP supplier also reorganizes business lines, changes name
New swisher logo

Update: Swisher consolidated its broad smokeless tobacco portfolio under Fat Lip Brands, the new overarching identity for its smokeless division, the company said in an Oct. 1 update. The brand will include a mix of classic brands and favorites in moist snuff, chewing tobacco and dry snuff, the company said. Wheeling, W.Va.-based Fat Lip Brands includes brands like Mail Pouch, Chattanooga Chew, Kayak, Creek and Starr.

JACKSONVILLE, Fla. — Swisher International Inc. is launching a new platform for trade partners, restructuring its business lines and changing its name to Swisher.

The name change embraces the company’s heritage while signaling a future of broader, modern and more diverse offerings for the other tobacco products (OTP) company, it said. By repositioning its businesses, Swisher can align resources and efforts in a more focused and effective way and enhance service to its customers, the company said.

The organization’s business lines will be Swisher Sweets Cigar Co. (large and little/filtered cigars), Fat Lip Brands (smokeless), Dre Estate (premium cigars), Hempire (hemp products) and Rogue (modern oral nicotine). The businesses will provide category expertise, product knowledge and give trade partners access to growth strategies and product innovations, according to Swisher.

The Jacksonville, Fla.-based company is also launching a new platform for trade partners called Success Simplified, which is about action, reliability and programs that deliver shared success.

“The Success Simplified platform showcases our commitment to our wholesale and retail partners,” said John Haley, senior vice president of Swisher Sales and Marketing. “This platform will enable us to serve our trade partners in innovative and efficient ways while fulfilling our mission of being the leading source of iconic brands, products and experiences adult consumers desire more than any other.”

Swisher is known for its OTP, including its Swisher Sweets cigars and classic tobacco brands such as Optimo, Goodies, King Edward and Mail Pouch. It also has expanded its offerings with the acquisition of Drew Estate’s premium cigars and products such as Rogue nicotine pouches and Hempire pure-hemp rolling papers.

“We have truly seen an evolution in the tastes of adult consumers, including the preference for lifestyle products within the tobacco category and beyond,” said John Miller, president of Swisher. “We are poised to explore and innovate in new categories while also preserving the legacies and strengths of our existing product portfolios.”

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