NIRO Brands has secured national Coles ranging for CURBi, a new nicotine-free, non-addictive chewable bringing “contemporary design and flavour choice” to the quit-support category.
Nicotine dependence among younger Australians is said to be evolving. NIRO Brands says many younger adults entered the category through colourful, flavour-led vaping products, yet the solutions offered when they decide to quit has largely been designed around cigarettes.
CURBi’s Mango Passionfruit, Mixed Berry and Watermelon chewables, however, close the gap, according to the health company, with an approachable option designed around how people live, and quit, today.
Rather than replacing one source of nicotine with another, CURBi supports the journey without nicotine. Its discreet chewable format can be taken multiple times throughout the day, helping vape and cigarette users manage the symptoms associated with quitting wherever they arise, whether that’s on the commute, at their desk, while socialising, or at home.
CURBi can be used alone or alongside nicotine replacement therapy, providing flexible support at different stages of the quit journey without creating another dependence.
NIRO Brands founder Nick Rowell says his team designed CURBi to make quitting feel more relevant, approachable and achievable for a new generation.
“The way younger Australians experience nicotine dependence has changed, but the quit aisle hasn’t kept pace. People who started their addiction with brightly branded, flavour-led vapes are being asked to quit with products that feel like they belong to a different era – and it’s just not sustainable,” he says.
“CURBi bridges that disconnect as a nicotine-free chewable that fits naturally into modern life and provides support when symptoms of quitting hit. It relives the symptoms, not the addiction, and gives people another practical option to help them move forward.”
CURBi combines three main dosages, including Bacopa monnieri, saffron, and theanine. The formulation is designed to support calm, mental focus, emotional wellbeing and a healthy response to stress, providing broader wellbeing support during the quit journey.
CURBi is available nationally in Coles supermarkets and select pharmacy and e-commerce stores for RRP $24.99.
