Haypp Group, the parent company of leading nicotine pouch e-commerce platforms Nicokick.com and Northerner.com, has announced the appointment of Gabriel De Prado as President, U.S. Market, effective January 9, 2026. The leadership move underscores the company’s long-term commitment to the U.S. market and reflects its ambition to strengthen commercial execution while maintaining rigorous regulatory and compliance standards in a rapidly evolving category.
In his new role, De Prado will assume responsibility for overseeing all U.S. business operations for Haypp Group. His mandate includes accelerating commercial performance, reinforcing engagement with regulatory stakeholders, and further solidifying the company’s leadership position in the fast-growing market for nicotine pouches. As the category continues to gain traction among adult consumers seeking smoke-free alternatives, Haypp Group aims to balance growth with responsibility, transparency, and consumer trust.
Gavin O’Dowd, Chief Executive Officer of Haypp Group, described the appointment as a pivotal step for the organization’s U.S. strategy. “Haypp Group is entering a defining chapter for the business in the United States,” O’Dowd said. “Gabriel brings the international leadership experience, commercial discipline, and deep understanding of regulated consumer categories that are essential to fueling our U.S. expansion. Importantly, he also shares our commitment to compliance and consumer protection, which remain central to how we operate.”
De Prado previously served as Haypp Group’s Chief Commercial Officer, a role in which he played a critical part in shaping the company’s global commercial strategy. As CCO, he oversaw commercial operations across six countries, supporting annual revenues exceeding €300 million. He was also instrumental in establishing the Group’s global insights and analytics function, embedding data-driven decision-making into pricing, assortment strategy, customer engagement, and long-term growth planning.
A seasoned commercial executive with more than two decades of experience, De Prado has built a career spanning Latin America and Europe, where he led market development initiatives, large-scale commercial transformations, and complex P&L responsibilities. His background includes senior leadership roles at British American Tobacco (BAT), where he worked across multiple international markets, focusing on strategic planning, consumer insights, and commercial execution in highly regulated environments.
This combination of multinational experience and category expertise positions De Prado to navigate the complexities of the U.S. nicotine market, which continues to evolve amid heightened regulatory scrutiny and shifting consumer expectations. Under his leadership, Haypp Group plans to further strengthen its operational foundations, invest in high-performing teams, and enhance its digital retail capabilities to better serve adult consumers.
“As President of the U.S. Market, my priorities are clear,” De Prado said. “We will scale responsibly, continue to build strong and capable teams, and reinforce Haypp Group’s role as a responsible retailer of modern oral nicotine alternatives. The U.S. market is undergoing a significant transformation as nicotine pouches gain wider adoption, and I am excited to lead this next chapter alongside an organization that is committed to doing things the right way.”
Haypp Group’s U.S. operations are anchored by Nicokick.com and Northerner.com, two of the most established online platforms for nicotine pouches. Both brands emphasize responsible retail practices, including strict age and identity verification processes designed to ensure that all products are sold exclusively to verified adults aged 21 and over.
Globally, Haypp Group is recognized as a leader in the transition from smoking to smoke-free oral nicotine products. With roots in Scandinavia—one of the earliest markets to adopt smoke-free alternatives—the company leverages its regulatory expertise and e-commerce capabilities to deliver value to more than 1.1 million consumers worldwide. The Group operates eleven distinct e-commerce brands across six countries in Europe and the United States.
Nicokick.com is widely regarded as the leading U.S. online retailer for nicotine pouches, offering a portfolio of more than 200 tobacco leaf-free products from both established and emerging brands. The platform is designed to provide adult consumers with a wide range of options while maintaining high standards for compliance, transparency, and consumer safety.
Founded in 1998, Northerner.com has grown into one of the world’s largest online retailers of nicotine pouches. Its U.S. platform similarly features more than 200 modern, tobacco leaf-free products and is built on a long-standing commitment to responsible retailing and robust identity verification.
With Gabriel De Prado stepping into the role of President, U.S. Market, Haypp Group is signaling its intention to deepen its presence in the U.S., strengthen regulatory engagement, and continue shaping the future of smoke-free nicotine retail through responsible growth and disciplined leadership.
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