British American Tobacco Acquires Dryft Modern Oral Nicotine Business

Modoral Brands, a company that is indirectly, wholly owned by Reynolds American, Inc., has announced the acquisition of Dryft Sciences, LLC, a U.S.-based modern oral nicotine product company. Modoral is a member of the British American Tobacco Group while Dryft is a subsidiary of Kretek International, a major distributor of specialty tobacco products in the U.S.

The acquisition of Dryft expands BAT’s modern oral portfolio in the U.S. With this transaction, BAT’s modern oral portfolio expands from 4 to 28 product variants. The enhanced portfolio will also allow BAT to provide the oral nicotine market with a wide range of nicotine strengths and flavors while also providing adult nicotine consumers with more choices to better meet their personal preferences. BAT will rebrand Dryft’s U.S. portfolio under its global modern oral brand, Velo, and plans to accelerate growth through its strong distribution, marketing and channel capabilities.

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