M13 AT TPE 2025, LAS VEGAS
- April 28, 2025
- Event
Our U.S. debut—on our own terms.
In January 2025, M13 stepped onto the U.S. stage for the very first time at TPE Las Vegas—this time not as part of AIRSCREAM, but as ourselves.
It was a defining moment. As the pouch category gains momentum across the States, we arrived with one clear message: there’s more than one way to quit—and we’re here to offer options that feel good, taste better, and meet people where they are.
HELLO, GROOVIE
TPE also marked the soft launch of Groovie—a new series inspired by native and culturally rooted flavours from across the americas. From tart citrus to earthy botanicals, Groovie reflects the diversity of journeys people take when stepping away from cigarettes.
Because flavour isn’t just about taste—it’s about connection.
It helps ground the experience. Makes it familiar. Memorable.
And in a moment of change, that matters.
It helps ground the experience. Makes it familiar. Memorable.
And in a moment of change, that matters.
MORE THAN JUST PRODUCTS
Alongside Groovie, we introduced the Flavour Boozt series to U.S. audiences: our flavour-enhanced capsule pouches designed for deeper satisfaction and smoother transitions.
But this wasn’t just about what’s in the can.
It was about starting honest conversations around harm reduction—about making quitting feel less like a battle and more like a choice.
It was about starting honest conversations around harm reduction—about making quitting feel less like a battle and more like a choice.
WHAT'S NEXT
We’re just beginning our story in the U.S., and we’re approaching it with curiosity, respect, and care. There's more to learn, more to build, and more to share.
But if TPE reminded us of anything, it’s that M13 belongs in this space—not because we’re loud, but because we’re listening.
This is just the beginning.
M13 DEBUTS IN THE U.S. AT TPE LAS VEGAS
New market. New series. Same purpose.
In January 2025, M13 officially stepped into the U.S. market—not as part of a showcase, but as a brand in its own right. Representing the AIRSCREAM UK family, we made our solo debut at TPE Las Vegas, one of the world’s biggest expos for alternative nicotine products.
It was our third global expo—and our most defining yet.
INTRODUCING: GROOVIE
TPE marked the launch of Groovie, a new series designed for the U.S. palate—bold, familiar, and inspired by native flavour profiles.
With four initial flavours—Wintergreen, Grapefruit Twist, Curuba, and Guarana—Groovie isn’t just about taste. It’s about identity.
We believe flavour plays a critical role in any quitting journey. Whether it’s comfort, nostalgia, or just pure enjoyment, the right flavour can make the difference between stopping and staying stopped.
STEPPING IN AS M13
This wasn’t a shared booth or a background banner.
This time, M13 led the way—as a standalone brand with a clear voice and a mission rooted in personalisation, flexibility, and harm reduction.
It was a proud moment to see M13 connect directly with American distributors, retailers, and ex-smokers.
We’re grateful for the conversations, the curiosity, and the warm welcome.
MOVING FORWARD
With an exclusive distributor secured pre-show and strong early traction in Miami, we’re beginning our journey thoughtfully—one market, one flavour, one conversation at a time.
M13 is still new, but the mission is clear:
Give adult smokers better tools. Let them choose their path. Support them every step of the way.
Give adult smokers better tools. Let them choose their path. Support them every step of the way.