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Case Study - NEAFS UK Limited

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Customer Profile

NEAFS UK Limited is based in London, dedicated to offering innovative, tobacco-free nicotine solutions. Their product range includes nicotine pouches (NEAFS) and nicotine heated alternative, tobacco free sticks (TEO), providing consumers with an alternative to traditional tobacco. Culturally aligned with Broughton's mission, NEAFS is committed to a smoke-free future, prioritising health and choice by delivering products that allow nicotine delivery without the harmful effects of combustion.

Mission Statement from NEAFS 

"NEAFS are on a mission to revolutionise the way people experience nicotine without tobacco. Our commitment to innovation, health, and a smoke-free future drives everything we do. At NEAFS, we believe that choices matter, and we're dedicated to providing a reduced-risk, satisfying alternative to traditional smoking."

At NEAFS, our ethos is to provide reduced risk alternatives to smoking, that satisfy consumer needs. We take consumer health very seriously, and with a mission of harm reduction, we are driven by moral principles. So, when bringing a product to market that is not regulated by the TRPR / TPD, it was still of upmost importance to us to ensure all due diligence of our products were carried out by a reputable and reliable CRO trusted to deliver credible test results, using careful methods to ensure upmost accuracy with minimal discordance.

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Customer's Requirement

NEAFS required a reliable and trusted contract research organisation (CRO) capable of delivering rapid, cost-effective product safety and toxicology assessments for a new nicotine pouch range. With an existing relationship and Broughton's extensive experience in the global nicotine pouch market, NEAFS sought Broughton’s expertise to ensure compliance with regulatory safety standards.

Broughton Service

To support NEAFS in bringing their new product range to market, Broughton’s delivered a comprehensive analysis of the nicotine pouches to ensure compliance with General Product Safety Requirements (GPSR), PAS 8877 guidelines and WHO TobReg 9 toxicant list.

This analysis was designed to guarantee the products met consumer safety standards while allowing for rapid market entry.

Why Broughton

Broughton’s service was tailored to maximise efficiency and consumer safety for NEAFS by offering:

  • Customised Parameters: A robust suite of key parameters was crafted to fit NEAFS’s budget and ensure thorough safety across their product range.
  • Expedited 5-Day Turnaround: Accelerated timelines allowed NEAFS to meet critical launch schedules without compromising safety standards.
  • Dedicated Support Team: Broughton facilitated a rapid onboarding process and assigned a dedicated team to prevent delays and provide consistent support throughout the project.
  • Extended MSDS Support: Leveraging its industry network, Broughton also assisted NEAFS with Material Safety Data Sheet (MSDS) requirements through strategic partnerships.
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Customer Feedback

"Broughton’s delivered exceptional service, with a fast and accurate result. Their customer service was outstanding, and we were kept informed throughout the process. They are a CRO who personalise client needs without a doubt, and are not afraid to pick up the phone and have a conversation, they have always made time for us and no conversation has ever felt rushed. When we made individual or unusual requests, these were catered for and adapted to very quickly and without question. Thank you, Broughton, and we look forward to continuing our long-term partnership together."

Key Learnings

This project underscored the proactive approach NEAFS takes toward regulatory compliance and consumer safety. While nicotine pouches do not currently fall under the UK Tobacco and Related Products Regulations (TRPR) or the EU’s Tobacco Products Directive (TPD) in most member states, NEAFS demonstrated exemplary diligence by aligning with best practices for quality and safety assurance.

Broughton is excited to continue building a long-term partnership with NEAFS, further supporting their mission to redefine nicotine consumption with safe and innovative alternatives.

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We support our partners in accelerating next generation nicotine delivery products to market within their chosen regulatory framework to help make tobacco harm reduction a reality around the world and contribute to a smoke free future.  Learn more about our Nicotine Services here.

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