New name, new vision for National Smokeless Tobacco Company

What does the Nuvona rebrand mean for c-store operators and customers?
Michelle Warren
Editor & Associate Publisher, Convenience Store News Canada + OCTANE
Michelle Warren smiles
NSTC and Nuvona logos

As part of a larger evolution of the business and vision, effective today, National Smokeless Tobacco Company (NSTC), a member of the Altria family of companies, is changing its name to Nuvona Ltd

In a release, the company said: “This name better reflects the future of our business as we look to enhance our position as a category leader and valued trade partner.” The rebrand reflects the idea of new possibilities—new—and the powerful energy of a bright new star—nova.

NSTC has built its reputation on distributing smokeless tobacco products in Canada. This rebrand signals the company’s expansion outside of tobacco, but it’s not yet revealing the details of what that will encompass. 

“Moving from NSTC to Nuvona gives us the opportunity to explore new possibilities in meeting the ever-changing needs and preferences of adult consumers. It unleashes the energy needed to engage our people, to maximize the value of the core business, and to explore greater diversification as we look to strengthen our position as a market innovator and leader.”

Next steps

JF Turcotte NSTC
President JF Turcotte (photo: supplied)

In an email Q&A, CSNC asked company president, JF Turcotte, what these changes will mean on the ground for retailers and customers. 

What can c-store operators expect with this change?  The great news is that our c-store partners can expect the exact same high quality customer service from their sales representatives and the broader Nuvona team that they’re used to. Over the short term, we remain the same company we have always been, with the same dedicated employees delivering exceptional brands and forging strong partnerships throughout the supply chain. Over the longer term, Nuvona aims to expand its product portfolio to meet the ever-changing needs and preferences of adult consumers.

How will the rebrand be communicated to consumers? Adult smokeless tobacco consumers will notice the new corporate brand in our communications and packaging throughout 2024. The corporate name change doesn’t change anything about our two iconic brands, Copenhagen and Skoal.   

What role can your convenience partners play in making this a smooth transition? We encourage our customers to visit nuvona.ca to learn more about the direction Nuvona is taking, and to reach out to their Nuvona sales representatives with any questions about this exciting evolution.

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