In episode 514 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Lorenzo De Plano, co-founder and CEO of ALP, the leading direct-to-consumer (DTC) nicotine pouch brand, valued at over $1 billion. Listen in as De Plano discusses the genesis and growth of the company (2:15), why launching DTC first provided a sandbox to test and…

Nicotine Brand ALP's DTC Journey to Success

Total Retail Talks

Welcome to Total Retail Talks, your podcast channel.

Hello and welcome to this episode of Total Retail Talks. I'm Joe Keenan, the Editor-in-Chief of Total Retail and I'm pleased to be joined on today's episode by Lorenzo DiPlano who is the co-founder and CEO of ALP which is a nicotine pouch brand that launched as a DTC brand and it's quickly grown into a $1 billion plus brand with retail distribution, obviously direct to consumer.

Still part of that growth strategy. So we're going to talk to Lorenzo about the kind of origin story of ALP and a little bit about its growth trajectory as well. So Lorenzo, I'm excited to have you on and welcome. Hey, how's it going? Thanks for having me. So I gave a very, very quick intro to the audience about ALP but for those that might not yet be familiar with the brand, can you give us a little bit of a background here?

Yeah, absolutely. I mean, it's been an incredible journey and ride but long story short, you know, ALP is a nicotine pouch brand for people who are not familiar with the category. Nicotine pouches are effectively an alternative for people who use or want to use nicotine in a different type of form factor. It's more akin, you know, to nicotine gum than anything else I would say at this point in time.

It's basically a small nicotine pouch that you put into your mouth and you use it and leave it in there for anywhere from 20 minutes to an hour. And basically it gives you that nicotine satisfaction without having to smoke anything or, you know, vape anything or anything like that.

Nicotine Brand ALP's DTC Journey to Success

Read the full transcript

The candid version is on a podcast,
not the earnings call.

Nicotine Brand ALP's DTC Journey to Success

Read the full transcript

The candid version is on a podcast, not the earnings call.

The candid version is on a podcast,
not the earnings call.