FRE, under Turning Point Brands (NYSE: TPB), today announced FRE Labs, a new flavor innovation platform built around bold, limited-edition drops. Released in small batches, each drop gives adult consumers access to flavors that push beyond the brand’s core lineup.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260812840383/en/
FRE Blackberry Lemon Ice
More than simply introducing new products, FRE Labs is the brand’s consumer-powered innovation platform. Fans get first access to small-batch, limited-run flavors and share feedback that could influence future additions to the broader FRE portfolio. After each drop, the community votes on which flavors get brought back, and which earn a shot at the permanent FRE lineup.
“With FRE Labs, we’re opening the doors to the innovation process and inviting our community to help shape it,” said Summer Frein, Chief Growth Officer of Turning Point Brands. “FRE Labs is all about transparency, inclusivity, and bold experimentation. Every drop is an opportunity to experience new flavors and discover something unexpected.”
Introducing: The Ice Line
Engineered for those who crave bold, fruit-forward flavors with a cooling finish, the Ice line combines tropical-inspired profiles with an integrated menthol component designed to create an icy freeze sensation and deliver lasting freshness, even after the fruit flavor has subsided. Each FRE Labs Ice line batch will be manufactured in 6mg and 12mg variants.
FRE Labs drops begin today and will be available exclusively online. Blackberry Lemon Ice kicks off the series with the remaining flavors staying under wraps revealed as consumers weigh in on the next drop. FRE loyalty members will get first access and early alerts to every release before general availability opens. Adult consumers 21+ who sign up at frepouch.com/pages/fre-labs-signup-form-page can enter for a chance to win early access to all five Ice flavors in either 6mg or 12mg before they are released to the public.
Unlike traditional product launches, every FRE Labs drop is part of an ongoing conversation with consumers. Those who purchase the limited-edition releases can share their take on flavor, experience and vote on what deserves a permanent spot in the FRE portfolio.
This division within FRE underscores the brand’s broader mission to support consumers with products that serve as a deliberate, performance-driven choice rooted in intention and control, now extending that control directly to the development process. Whether a flavor becomes the next fan favorite or simply inspires the next great idea, every piece of feedback helps guide future innovation.
“Oftentimes, products coming to market are done so behind closed doors, with focus groups and suits calling the shots. As a brand rooted in the idea that we are built by nicotine users, for nicotine users, it only made sense to open this up to our most invaluable asset — our community,” added Frein. “We’re looking forward to our community helping to guide the exciting new chapter for FRE as we continue to give people the tools to help own their edge.”
FRE Labs products are available only to adults 21 years of age and older. All products contain nicotine, an addictive chemical, and are intended only for existing adult nicotine users.
For more information on FRE, visit frepouch.com and on social media across Instagram and X.
About FRE
FRE is owned and distributed by Turning Point Brands ($TPB / NYSE: TPB), a manufacturer, marketer and distributor of branded consumer products. Designed by nicotine users for nicotine users, FRE was born out of a desire to push boundaries, confidently challenge old thinking, and provide adult nicotine users with a superior alternative to the dry, stale, and bland pouches you often find on the market. The result is a bold take on the white pouch experience, built for people who own their edge.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260812840383/en/
Media gallery
