Swisher CEO describes shifting consumer interest prompting Jax expansion (Courtesy of the Jacksonville Business Journal) — Unveiled as the manufacturer receiving millions in city incentives for an expansion in Jacksonville’s Phoenix neighborhood, Swisher has big plans to capitalize on growing demand in the smokeless products market.
The company announced it was embarking on the creation of a new facility expected to span 120,000 square feet and use Jaxport after being unveiled as Project Newark.
In a statement, Neil Kiely, president and CEO of Swisher (pictured above), said in a statement that the company is scaling its production capacity amid rapid growth as consumer interest surges in oral nicotine and caffeine pouch line products.
“Because construction, equipment installation and testing take time, we needed to begin now to be ready when demand peaks,” Kiely said. “We’re grateful for the support from state and local leaders. Their support makes this expansion financially viable while underscoring their commitment to growth and jobs in Jacksonville.”
Building out the new facility is already in progress and is expected to continue through 2026, according to Kiely. Swisher is slated to make a $135 million investment in the expansion and generate 240 jobs in the Phoenix neighborhood by Dec. 31, 2028, city records show.
The plant’s expansion represents a changing market.
Recently, Swisher has been investing in products such as oral pouches under its Rogue brand and a recent expansion into the caffeine space via the 2025 debut of Mojo caffeine pouches through Volt+Co.
“Demand for nicotine pouch products has surged as more adult consumers shift away from combustible cigarettes and toward smokeless alternatives,” Kiely said. “At the same time, Mojo represents an exciting opportunity to carve out a new niche in the large caffeine market mainly dominated by energy drinks.”
The city is supporting the project with a Recapture Enhanced Value Grant of 50% of the increase in ad valorem taxes paid by the company for five years, up to the amount of $3.5 million, according to the records.
Office of Economic Development officials highlighted the benefits the project would have for the neighborhoods of Phoenix, Springfield and the Eastside, supporting the creation of jobs and investment in a Level 2 economically distressed area.
“This expansion will deliver meaningful benefits for our community. The new jobs will provide stable career opportunities for residents of Springfield, Out East, and the broader Northeast Florida region,” Kiely said. “It also signals that Jacksonville’s advanced-manufacturing industry remains strong and on the rise.”
But the growth comes as manufacturers navigate a tricky regulatory landscape with the passage of costly tariffs by the federal administration of President Donald Trump.
Even as a domestic manufacturer, Swisher is bracing for effects from the tariffs that may impact the cost of the manufacturing expansion. Equipment for the new facility is expected to have a $120 million price tag, and importing gear for the new facility is set to come with a hefty duty to pay.
“Swisher remains dedicated to building a strong U.S. manufacturing presence that supports the nation’s domestic agenda,” Kiely said. “Unfortunately, tariffs have created challenges for us on two fronts. First, they affect our finished cigar products imported from the Dominican Republic. Second, tariffs apply to the imported machinery essential for this expansion and other projects.”
Photo courtesy of Swisher