Haypp Group AB (publ)

Thank you. Good morning, everyone, and welcome to our Q4 2024 conference call. Starting on slide four, I would like to focus on four key aspects of our operational highlights, beginning first with our nicotine patch Q4 year-on-year volume growth of 37% on a like-for-like basis. The reported growth of 16% is not adjusted for suspended sales for suspended states, predominantly California, and the large effect of the US in shortage in the quarter. Secondly, I would like to draw your attention to the material increase in our gross margin. Our business philosophy is built around sharing our economies of scale with our consumers in the form of superior convenience and the best value. And despite aggressively moving forward in both of these areas, Hypo is still able to increase its gross margin by nearly four percentage points to 17%, reflecting the power of our operating model. Third, there are some very positive changes in the US market becoming evident, especially at the end of Q4 and in early 2025. These changes include the recent launches of new products onto the US market, which have been extremely well received by consumers. The pace of change, which we're seeing in the past month, is unprecedented. And fourth, the FDA has issued marketing-granted orders, or MGOs, for a range of flavored nicotine patches, reinforcing the positive regulatory outlook for the category and for the online channel. The next slide, slide five, provides context for the commercial dynamics in the US market. As many of you are aware, the exponential growth of nicotine pouches in the US has resulted in a large category and that growth is unabated. However, the online channel share of circa 3% is low, particularly when compared to Scandinavia, where the online channel is circa 30%. I will discuss three topics around this. One, how the FDA's NGOs are positive for the sustainability of the category, the online channel, and Hype's position in it. Two, how Hype is balancing these dynamics to ensure we have the strongest long-term performance in the US considering the Zin shortage. And three, the rapidly accelerating brand fragmentation. We will start this by moving to the next slide, slide six, and starting with the FDA's NGOs. There were 10 flavor variants authorized covering a spectrum of flavors. This authorization acknowledges that these products are appropriate for the protection of public health. And in addition to being a great step forward in the US, this NGO undoubtedly further supports the category outlook in other countries, notably in Europe. When it comes to the specific benefits for online and for hype, we are pleased to see clear guidance on compliance and particularly on youth access prevention. Not only is this critical for the category sustainability, but it is also a key strength for hype, increasing our already substantial competitive advantage. The NGOs also clearly explains restrictions in paid online marketing. Digital advertising around authorized products is not allowed unless the identity of the user has already been verified in line with the specific requirements. This restriction has two effects. Firstly, it effectively bans search engine marketing, such as Google AdWords, further increasing the value of our organic rankings. Secondly, it increases the value of our digital media, As over the medium term, Hype would be one of the few digital locations where all of our traffic is already verified and hence not subject to those specific restrictions. The MGO also validates Hype's methodology and tools for youth access prevention. For FDA authorized products, consumers will need to be verified before they see the authorized brand, in contrast to our current process, which requires verification before consumers can buy the product. This distinction, while positive over the medium term, does create a small hurdle in the short term for authorized products, which I will explain in the next slide. Moving to the next slide, Slide seven. Last quarter, I highlighted our challenges sourcing Zin. To be clear, we have a very strong relationship with all of our suppliers at both the global and the US level, including PMI. And we recognize that when there is a shortage of supply, difficult decisions need to be made. We were able to source some Zin, and as some of you have seen, we restarted selling Zin on our US sites in early 2025. However, the Zin NGO requires, in line with our previous slide, that Hype would need to age-gate its consumer sites earlier in the shopping experience to continue to sell Zin specifically. While we are technically ready to do so today, Hype Group needs a substantial committed volume of Zin each month in order to justify implementing it at this stage. Hence, we are not selling Zin in the US as per today. Moving to slide eight, many of the factors required to make the US market successful were already in place, such as our operating model, which allows us to offer highly competitive prices versus offline retail, and also our large share of the organic search traffic. Hype's convenience steadily improved in recent years with another step forward in December post the successful automation of our Texas warehouse. Despite these favorable factors, a notable difference was in the assortment range in the US versus that of the European markets. With the vast majority of the US market concentrated in a single brand. And historically a very limited number of differentiated products and brands. A broad relevant assortment of innovative high quality products is a leading motivator for consumers to move online. where they can explore and understand the larger set of options, which is not available or not clearly explained in most offline convenience stores. The US assortment is changing rapidly, particularly in recent months, providing the final cornerstone in the foundation for online sales to succeed. To summarize, the dynamics of the US market are rapidly changing to the benefit of online. and the new regulatory conditions further strengthens our operating model. We look forward to carry a full assortment of compliant products in the not so distant future. With that, I will hand over to Peter for more detailed discussion on Hype's financial performance. Thank you, Gavin.

Good morning, everyone. Moving to slide nine, I'm starting the performance update part with our nicotine pouch volume development. The growth of the strategically pivotal segment is the key measure of success. As Gavin alluded into, to accurately understand the underlying performance of the group, and particularly the growth markets, so-called like-for-like measure is required. Like-for-like measures are calculated by removing from the 2023 baseline in US ZIN volume, volumes sold to closed states, and in case of the net sales like-for-like measure, the US tobacco sales. Our reported nicotine pouch volume growth for the fourth quarter is 16%. However, the like-for-like growth was 37% in line with previous quarters. The growth was almost equally supported by core and gross markets, where core markets contributed 1.9 million cans to the growth, gross markets 2.2 million cans. The incremental 1.9 million cans translates to a growth of 24% for the core markets. This was negatively impacted by the Christmas period's holiday phasing. Growth in the core markets could have been approximately two percentage points higher without the soft performance during the last few days of December. Core markets growth on a like-for-like basis accelerated to 77%, which is significantly above the previous periods. As we showed in Q3 presentation, the discontinued or temporarily suspended part of our sales had a materially slower growth rate. Moving to slide 10, you can find here the details behind our like-for-like sales development. Versus the like-for-like baseline, we achieved a 23% growth, which is above previous quarters. We are not only happy with the overall growth, but also with the composition of it. The sustained growth in the core markets and the rapid growth in the gross markets gives us confidence for the future. The newly established emerging segment contribution also supports the overall growth. The like-for-like sales growth for the core markets was 9%. Similar comment applies here for the slow Christmas period than for the NP volume, while the gross market sales was up by 75%. On slide 11, I would like to contextualize the 2024 and Q4 growth rates. Full year 2024 like-for-like growth was 20%. We had a slow start of the year driven by the Swedish tobacco segment. However, since Q2, our performance is back on track and the 23% like-for-like growth in Q4 means that we exit 2024 with a strong performance, giving us confidence for 2025. The growth is mainly driven by nicotine pouches, snooze is flat, while the emerging segment contributed 3% to the overall growth. Moving to slide 12 and progressing a few lines down in the P&L, you can find here the long-term quarterly development of Hype Group's gross margin, both in absolute term and as percentage of net sales. Year after year, we managed to increase our gross margin driven by the consistent volume and top line growth, and also by the increasing contribution for media and insights businesses. I would like to remind us on the foundation of our business model. We share the value created by the company between our consumers, our business partners, and our shareholders. We are committed to continue delivering every increasing value for our consumers, which also requires to increase the value we create for our business partners. Increasing the value for media and insights products allows us to consistently improve our consumer offer, both in value and in convenience as well, while we also improve our margin levels. On slide 13, you can see the key figures around our profitability. In Q4 2024, we delivered a record high adjusted EBIT both in terms of absolute and percentage terms as well. Our adjusted EBIT reached 4% on a group level. As I covered on the previous slide, the backbone for our profit increase is the margin performance. This solid margin pool growth allows us to support our future growth in the form of investing into people and capabilities. We maintained our investment in the emerging segment, This quarter, the investment amounted to 10.4 million SEC and reduced the overall adjusted EBIT of the group by 1.1 percentage points. Adjusted EBIT for the core and gross business was 5.1%. As a reference, in 2022, the group, which at that stage was the core and gross markets, adjusted EBIT was 2.3%, while in 2023, it was 2.5%. Moving to page 14 and our core markets. I talked about that this segment delivered an overall 9% net sales growth. However, this 9% includes two completely different dynamics. The nicotine pouch segment, which accounted for 52% of the volume for our core markets, maintained its rapid growth rate and consistently gaining share. The snooze segment's volume remained in decline, driven by the reduction of the underlying consumer demand. These two opposite dynamics mean that the shared increase of the fast-growing nicotine pouch segment will improve the overall growth rates of the core markets. The growth is driven by maintained strong fundamentals, both in acquisition and retention. Important milestone for the core markets is the uplift in adjusted EBITDA, which reached 8.9%, up by 1 percentage point versus same period last year. On next slide, slide 15, you can find our gross markets performance. Net sales on the like-for-like basis is up by 75%. We are very happy with the high double-digit growth rates of US and Austria and the triple-digit growth in the nicotine pouch volume in UK. The lost sales in US was not a major contributor to profitability, which is clearly visible in our Q4 results. The adjusted EBITDA in absolute terms amounted to 6.2 million SEC, which is the highest ever. And with the lower denominator, the adjusted EBITDA rate is also up to 3.1%. On slide 16, there are three key areas around the emerging segment I would like to highlight. First, sequential net sales increased continued and almost reached 30 million SEC. As you could see on previous slides, this is a 3% addition to the overall group top line growth. Second, we are happy with the performance of the segment and this reinforced our confidence to keep investing into it. Lastly, we started the pilot of heat not burn products in the UK market with positive first signs. We choose the UK market because it is one of the few markets globally with critical mass across all three reduced risk products. Moving to slide 17, you can find here our selected KPIs. I would like to highlight that we closed the year with a net debt to adjusted EBIT DAO ratio of 0.8, despite the high level of closing inventories of almost 300 million SEK. Like every time in the past, we took the opportunity this time as well to increase our stock levels ahead of the manufacturer's price increases beginning of 2025. Stock levels are normalizing as we speak. Majority of the project stock was sold out during January and first half of February. With this, I would like to hand back the word to Gavin. Thank you, Peter.

Moving to the next slide, slide 18. As mentioned earlier, we successfully went live in December with our automated Texan warehouse. It has already delivered benefits to the consumer in the form of shorter lead times, and it will deliver material gross margin benefit as our US volume increases throughout the year. During this quarter, we will extend our ERP and middleware rollout to the US, completing this project across all of our markets. This project has already delivered significant agility and efficiency across our European operations. As covered in prior calls, we are following the ERP and middleware project by rolling out our new store or site infrastructure, which we call V3. This technology was rolled out in Norway in the middle of 2024, and we have been extremely pleased with the impacts on both our organic rankings and our customer satisfaction. Since then, we have been preparing for the rollout across the rest of Europe, with the Hype.com stores expected to go live this quarter and the rest of the growth European platforms going live relatively soon afterwards. The remaining Swedish stores will go live later in the year. Implementing this technology will materially enable an improved customer experience and allow us to do so efficiently, further strengthening our operating model. Moving to slide 19, during our third quarter results, we flagged the challenge to our tobacco license from the Stockholm municipality. There has been no development in our specific case in the past quarter. It is important to reiterate that not only were we a key proponent for the introduction of tobacco licensing in Sweden to remove unscrupulous retailers, but we have also had the most robust age verification systems in the market. We recognize that underage consumption of nicotine is a challenge in Sweden, as in some other countries. And we remind people that while we are over 30% of the total Swedish nicotine pouch market, we are 0% of the underage market. For this and for other reasons, we remain confident that we will succeed with the appeal process, which is expected to take one to two years. Hype has established another tobacco license in a jurisdiction where our warehouse and operations are located. This action has been the source of speculation in a Swedish online business outlet. Regarding the complaint for the sale of flavored products in San Francisco, this process is moving relatively slowly so far. The reserve which we booked in Q3 remains our best estimate. A similar case has been recently settled for another online retailer in DC for a relatively similar amount. And during the quarter, there were no material regulatory changes with the exception of the aforementioned NGOs in the US. Moving on to our outlook and slide 20. In our view, the long-term future for risk-reduced nicotine products, the online channel and Hype Group with its many strengths remain very positive. Hype Group's operating model continues to generate increasing value for customers and suppliers while also providing margin expansion for Hype. A key driver of this material expansion are the mutually beneficial agreements with the brand owners for 2025, which were locked in the latter part of 2024. In addition, the increase in regulatory requirements are developing in line with our expectations. This further differentiates us given our sustained focus and investment in long-term compliance. And finally, I would like to take this opportunity to invite you to our upcoming Capital Markets Day on the 3rd of April in Stockholm, where we will discuss the various drivers mentioned today in greater depth, as well as providing more details around Hype's medium-term financial outlook. With that, I would like to thank the entire team for their very strong performance during the quarter and pass back over to the operator for any questions.