22nd Century Group, Inc. (NASDAQ: XXII), a tobacco products company focused on reducing the harms of smoking through nicotine reduction, has appointed Katherine Rouse-Bailey as Vice President of Marketing. The appointment is part of the company's efforts to strengthen brand awareness, increase consumer trial, and support retail sell-through across its growing commercial footprint. The company expects these initiatives to materially strengthen its commercial position in the second half of 2026 and beyond.

Larry Firestone, Chairman and Chief Executive Officer of 22nd Century Group, emphasized the strategic importance of the appointment. "We are sharpening our focus on marketing and VLN® cigarette brand awareness to drive trial and support repeat purchase," Firestone said. "We believe the addition of Katherine to the team will greatly enhance the marketing tools in our toolbox which will materially strengthen our commercial position in the back half of 2026 and beyond."

Mrs. Rouse-Bailey brings 20 years of experience in the consumer health sector, having managed large brand portfolios at Johnson & Johnson, Galderma (formerly Nestlé Skin Health), and Nestlé Health Science. Her expertise includes leveraging data-driven approaches to uncover consumer insights, executing integrated multi-channel marketing initiatives, and building long-term business strategies. She holds an MBA from Clark Atlanta University and bachelor’s degrees in Biochemistry and Chemistry from North Carolina State University.

The company's marketing initiatives build on the momentum of its expanding VLN® and Pinnacle® brands. 22nd Century Group has established an initial base of VLN® cigarette smokers since its launch in Q4 2025, with month-over-month growth. The company is now driving expanded awareness to continue this growth, supported by FDA-authorized claims such as "95% less nicotine" and "Helps reduce your nicotine consumption."

Key Details of the Appointment

Strategic Context

22nd Century Group's VLN® low nicotine combustible cigarettes were authorized by the U.S. Food and Drug Administration in December 2021, making them the first and only combustible cigarettes authorized specifically to help reduce nicotine consumption. The company's proprietary non-GMO reduced nicotine tobacco plants contain 95% less nicotine than traditional tobacco plants, underpinning its tobacco harm reduction strategy.

22nd Century Group received a 180-day termination notice from Smoker Friendly International on July 1. The company confirmed that it will not incur early termination penalties following this notification.

Termination Details

The notice was issued by Smoker Friendly International, initiating a 180-day period for the termination of the agreement. The disclosure specified that 22nd Century Group will not face penalties for the early termination of the contract.