CEO Graham Purdy told investors at the IDEAS Conference that the company views a 10% share of a projected $10 billion U.S. modern oral nicotine market as a potential $1 billion opportunity. Turning Point Brands currently estimates its combined online and brick-and-mortar share at roughly 5%. The company's modern oral business includes the FRĒ and ALP nicotine-pouch brands, with a multi-brand approach to appeal to different consumer groups. Turning Point plans to increase spending on brand awareness and expand convenience-store distribution, including doubling its sales force in 2025 and increasing it by another 50% in 2026.