Waqas Khan, Clew
Thomas Schmid interviews Waqas Khan, global CEO of Clew, discussing how the nicotine pouch brand became the world’s third-largest by distribution in just two and a half years. Khan attributes this rapid success to building a complete manufacturing ecosystem with pharma-grade facilities and prioritizing quality over cost. The brand has launched in 50 countries across five regional hubs, customizing products for local taste preferences.

A major achievement has been penetrating the travel retail sector, with Clew now present in over 15 duty-free locations worldwide. Khan explains how the brand pioneered nicotine pouch listings in challenging markets like Thailand by working directly with regulators and demonstrating FDA authorization. The conversation also covers recent expansions into Colombia, Sweden, Morocco, and the Philippines, plus insights on navigating complex regulatory environments in markets like Japan and China’s evolving nicotine regulations.