Good morning. My name is Chris, and I'll be your conference operator today. At this time, I'd like to welcome everyone to the Turning Point Brands 2021 Q3 earnings call. All lines have been placed on mute to prevent any background noise. After the speaker's remarks, there will be a question and answer session. If you'd like to ask a question during this time, simply press star then the number one on your telephone keypad. If you'd like to withdraw your question, please press star one again. You may begin.
Thank you. Good morning, everyone. This is Louie Reformina, our Chief Financial Officer, sitting with CEO, Larry Wexler, and Graham Purdy, Chief Operating Officer. This morning, we issued a news release covering our third quarter results. This release is located in the IR section of our website at www.turningpointbrands.com, where a replay of today's conference call will also be available. In this call, we will discuss our consolidated and segment operating results. As discussed, may I direct your attention to the discussion of forward-looking and cautionary statements in today's press release and the risk factors in our filings with the SEC in today's discussion. These forward-looking statements and projections are not guarantees of future performance, and you should not place undue reliance upon them expect Wexler, our CEO.
Thank you, Louie, and good morning, everyone. Thank you for joining the call. Our third quarter performance fell in line with our expectations. Revenue was up 6% to $110 million. However, our core business was up 11%. Adjusted EBITDA was up 10% to $26 million and outpaced revenue growth. Zig-Zag saw a 17% growth during the quarter as a result of contributions from our strategic initiatives, including paper cones, e-commerce, and growth within our newly consolidated Canadian business. This was despite a headwind we had in our wraps business from a trade inventory load that had pulled forward sales into the previous quarter. We're excited about our upcoming product launches in the fourth quarter and beyond, and new marketing initiatives aim to energize the Zig-Zag brand to drive growth going forward.
Stoker's saw 2% growth, driven by double-digit growth in MST. This offset a decline in our chewing tobacco business, which faced a very challenging comp against the third quarter of 2020, when it saw a double-digit growth as a result of a competitor being offline due to a COVID-related disruption. MST continued its steady share gain and continues to be favorably positioned for the secular shift to the value category. NewGen, which navigated around another quarter of disruption around the PMTA process, declined 3% during the quarter, but saw 22% growth in gross profits from the comparable period in the previous year when we saw transitory pricing pressure ahead of the PMTA deadline. This year, the quarter was challenged by the uncertainties around the PMTAs.
We disclosed in mid-September that we received an MDO for certain of our proprietary vapor products, which was primarily comprised of our non-menthol and non-tobacco e-liquids. Based on the rationale outlined in the MDO, we believe that there was an oversight in the handling of our application. Our letter appeared to be a form letter seen by numerous other industry participants, many of which we believe did not have complete applications. In addition, there were references in the MDO that conflicted with the actual application we submitted. We filed a petition for relief earlier this month and were subsequently notified by the FDA that our MDOs were rescinded. Our applications have now been put back under review.
We have dedicated significant time and resources to the PMTA process, having spent close to $19 million since we began the process, including $1 million just this past quarter to ensure that we had a robust application that demonstrated that the marketing of these products are appropriate for the protection of public health. In other words, taking into account the risk of these products attracting never users, youth, and former users, it demonstrated that how effective these products, these vapor products are in motivating consumers to dramatically reduce or completely cease the use of combustible cigarettes. We believe our application makes this case with a lot of science behind it, and our strong regulatory team and capabilities has produced an application that sets us apart.
As an example of the depth of our science, including in our filing, our population health impact model, which was developed specifically for our filings, was recently published in a peer-reviewed journal. With the rescission of the MDOs, we're looking forward to engaging with the FDA in having an evidence-based scientific review of our products and are hopeful that the FDA will maintain a pathway to market for potentially lower risk products for the more than 30 million adult cigarette smokers in the United States. As we await the ultimate outcome of the PMTA process, we have had to manage through a dynamic environment created by the uncertainties around the process.
Over the last two months, MDOs have been issued to most of the e-liquid vape market, but without clarity from the FDA on the actual products included in the MDOs, which has led to uncertainty with our customers on what products they can carry. Meanwhile, disposable vape products, some of which are still under review, are offering a wide variety of flavors and have been taking share in the market. In addition, both e-liquid and disposable vape manufacturers are now switching their product offerings to synthetic nicotine, which is currently viewed as a gray area regarding FDA regulation. Needless to say, this is creating a lot of confusion in the market and requiring us to be nimble while ensuring we are compliant. To effectively compete, we have to balance carrying enough inventory and a diversified portfolio while mitigating our risk on products that may have to come off the market.
As a result of this trade-off, we have been reducing our inventory exposure, which in the short term will impact our sales until we get clarity on the regulatory and competitive landscape. Last week, the USPS also issued its final rule eliminating the shipping of e-cigarettes under the PACT Act. The major private carriers, for the most part, had already stopped shipping vapor products earlier this year. This will require us to ramp up and shift into an alternative shipping network, which we have been building throughout the year. We think we can get through the quarter, but we think we can get there during this quarter, but we also have to manage competing against players that are skirting regulation until there is enforcement.
We believe the hurdles created by both the PMTA process and the PACT Act and ultimately will be a positive for us from a competitive standpoint in the longer term in this large category. It may cause some disruption in the shorter term as our customers and consumers adjust to an evolving market. With the clouded short-term visibility created by this environment, we believe it is prudent for us to adjust our expectations for our vape business as reflected in the guidance we issued this morning. While we manage through this transitory period, we are being conservative in that guidance.
We will remain nimble with our vape business, but longer term, we still believe that vape consumers will not go away, and we are well positioned to serve them with our products, and most importantly, our distribution infrastructure as we await clarity from the PMTA process and eventual FDA enforcement. Now let's move on to capital deployment. Today, we announced an increased share repurchase program that reflects our positive outlook on the prospects of our company. In August, we increased our stake in ReCreation Marketing from 50%-65%. ReCreation Marketing has been instrumental to our growth in Canada, including placing Zig-Zag in close to 80% of the volume-weighted distribution within private dispensaries in the country. They are quickly becoming a one-stop shop for alternative smoking accessory products in Canada through an extensive variety of third-party and proprietary product offerings.
ReCreation Marketing will also be transitioning its name to Turning Point Brands Canada Corporation to better reflect the strategic importance and how integral they are to the organization. While this quarter was otherwise relatively quiet from an acquisition and investment standpoint, we maintain a very healthy pipeline of opportunities synergistic to our company. With over $150 million of liquidity at the end of the quarter, we remain well positioned to capitalize on these opportunities. Looking forward, while our vape business has created unwanted volatility and certainly grabbed a hold of the headlines and interest regarding our company, recently, it is important to note that our core business with Zig-Zag and Stoker's, which competes, comprises a vast majority of our segment operating income, are performing well and continue to remain favorably positioned in their markets.
We remain optimistic in the outlook of our core business, and we will continue to adapt our vape business appropriately to a dynamic market. To add some color and perspective on our quarter and the path forward, let me turn the call over to Graham Purdy, Chief Operating Officer.
Hey, thank you, Larry. Let me now give you a quick snapshot of the performance from the segment level. Zig-Zag products saw double-digit growth in the quarter, led by strong double-digit growth in U.S. Rolling Papers and a Canadian business that more than doubled as a result of the growth and consolidation of ReCreation Marketing. Our MYO cigar wraps business saw a low single-digit decline from the previous year. The business would have grown if not for a trade inventory load that pulled forward sales into the second quarter. In the U.S., Zig-Zag Papers continued its position as the leading premium and overall paper brand with 33% share in the measured market according to MSAI. Zig-Zag share dropped by 1.6 points as we comped against a noisy period when industry participants experienced COVID-related short-supply shortages.
During the quarter, our paper cones had 30.9% share of the segment in the measured channel according to MSAI, up 2.5 points from the previous year as our volumes nearly doubled. Paper cones now comprise approximately 20% of our sales in our U.S. Papers business after minimal sales two years ago. There is more room for penetration of cones within the measured channel, as roughly 30% of stores that receive paper products received cones during the quarter. Outside the measured channel, our business continues its nice growth trajectory, with our e-commerce platform nearly doubling in sales from the prior year while we are enhancing our initiatives to penetrate head shop, dispensaries, and end product manufacturers.
In Canada, ReCreation Marketing, which has now been consolidated, continues to experience a strong organic growth ramp with even bigger reach after the acquisition of DVW, a distributor in Western Canada. ReCreation has reached breakeven from an operating profit standpoint and is poised for further growth in an extensive set of products that have been added to their portfolio. The outlook for our Zig-Zag segment remains bright with a full pipeline of new product introductions, including Zig-Zag Hemp Wraps and a Zig-Zag Natural Leaf tobacco wrap this quarter. Next year, we aim to reintroduce Zig-Zag cigar and launch a more diversified portfolio of cone and wrap offerings. Cigars is a $2.5 billion+ market from a manufacturer revenue standpoint.
It is a fairly consolidated market, so it will not be easy, but it does not take much share to have a meaningful impact to our business over the next few years. We're also excited about new marketing initiatives our team is launching to re-energize Zig-Zag in the adult consumer space. We launched a YouTube channel during the quarter and will be launching an exciting new concept called Zig-Zag Studio in December, with plans to include a video series, podcast, limited edition apparel, and collaboration with partners that have a wide adult audience reach. Moving to our Stoker's segment. Stoker's product saw low single-digit growth in the quarter, with double-digit growth from MST again being the driver. Within MST, our growth was strong despite comping against COVID-related consumption benefits last year and a trade inventory reduction in the quarter.
Stoker's market share was 5.6%, up 50 basis points compared to a year ago, according to MSAI. Stoker's moist snuff is now in stores representing 62% of industry volumes, 2.6 points above last year's level, which still leaves a long runway for further growth through same-store sales growth and filling our distribution gaps. Chewing tobacco sales saw high single-digit decline during the quarter again after comping against 1/4 that saw double-digit growth when a competitor experienced COVID-related disruptions in the prior year period. Stoker's Chew was the number one chewing tobacco brand in the third quarter, and despite the tough comp, gained 130 basis points with 25.6% share, according to MSAI.
With the continued secular shift into the value category and Stoker's positioning as a leading value brand, the chewing tobacco business is well-placed to provide us with a stable annuity stream of cash flow going forward. Moving to NewGen, where we continue to manage through a disruptive environment. Our vape distribution business saw high single-digit declines due to the market dynamics resulting from the PMTA, along with a pull forward of sales into the second quarter ahead of major parts of the implementation of the PACT Act. Larry detailed the challenging environment we are currently operating in with our vape distribution business, but we do believe we can be favorably positioned with our business as the regulatory process unfolds.
Earlier in the year, we had already developed a completely new distribution system outside of USPS, FedEx, and UPS, comprised of LTL shippers, last mile carriers, and retail dropship locations for convenient adult consumer pickup in anticipation of the PACT Act. We believe that there are a number of competitors, particularly in the B2C segment, who will have difficulties restructuring their systems, which provides a longer-term opportunity. However, we expect some volatility in the fourth quarter as we activate this system, as the new regulations were implemented without any transition period. Outside of vape, Wild Hemp and Frē contributed to our growth as we continue the rollout of both these products. With that, I'll turn it to Louis for a review of our third quarter financial performance. Louis?
Thank you, Graham. Our performance in the third quarter was in line with our expectations. Turning to segment reviews, Zig-Zag products net sales in the quarter increased 17.4% to $42.2 million, with a 21% increase in our U.S. rolling papers business and more than doubling of our Canadian business due to the accounting consolidation of ReCreation Marketing. This was partially offset by a 2% decline in our cigar wraps business due to the previously mentioned pull forward. Total Zig-Zag segment volume increased 17.0%, while price mix increased 0.4%. According to MSAI, third quarter industry volumes for U.S. rolling papers increased low single digits in the measured channel. MYO cigar wraps industry volumes were up double digits in the quarter.
During the quarter, we saw the segment's gross margin contract by 300 basis points to 56.1%, primarily as a result of the consolidation of ReCreation Marketing in the current quarterly period and its acquisition of DVW, which carried lower gross margins. Zig-Zag accounted for 53% of our segment operating income in the third quarter and continues to be our fastest-growing segment. Stoker's products net sales increased 2.4% to $30.5 million in the quarter. Net sales for the MST portfolio grew 10% and represented 64% of Stoker's revenues in the quarter. This is up from 59% a year earlier, while chewing tobacco declined 9% due to tough comps mentioned earlier. Total Stoker's volumes decreased 4.1%, driven by the chewing tobacco decline, with price and mix advancing 6.5%.
Segment gross margins expanded by 220 basis points to 56.1% during the quarter, driven by price across the segment and fixed cost leverage in our MST business. Year-over-year industry volumes for MST were down mid-single digits, with chewing tobacco declining by approximately 7%. Stoker's branded shipments to retail continued to outpace the industry in the quarter, growing its MSAI share in both chewing tobacco and MST. Moving to our NewGen segment. Net sales decreased 3.2% to $37.2 million. We experienced a high single-digit decline as sales were impacted by the regulatory environment and pull forward of sales in our vape distribution business.
For the quarter, NewGen gross profit increased 22.4% to $13.5 million, with gross margins expanding 760 basis points to 36.2% as the comparable period in the previous year saw temporary pricing pressure with liquidations ahead of the PMTA submission deadline. Now moving to the consolidated business. Adjusted EBITDA for the quarter was up 10% to $26.3 million. We achieved 41% incremental EBITDA margins during the quarter. That reflects the strong performance in our core segments as we leveraged our fixed cost structure. Our incremental margins were strong despite consolidation of ReCreation Marketing, which is currently operating at breakeven, and also having seen an increase of $1.1 million of higher shipping expenses.
Note that we did add back $1 million of PMTA-related expenses during the quarter compared to $5.3 million last year. The expenses during the quarter were on plan going into the year, and we're encouraged to bolster our application ahead of the initial MDO we received. Now moving on to guidance. With the limited visibility around the PMTA regulatory landscape, we are reducing our exposure temporarily in our vape business to mitigate the risks, and that will impact our sales. We're also currently managing further implementation of the PACT Act by the U.S. Postal Service and are transitioning to alternative shipping network, which will cause disruption during the quarter. These drivers are causing a significant reduction to our vape business, with the PACT Act being the larger driver.
In addition, and to a lesser extent, we are experiencing logistical supply chain-related delays that are pushing some sales of new products into the first quarter of 2022. With that backdrop, we updated our 2021 guidance as follows: Net sales of $433 million-$443 million. This is compared to previous guidance of $447 million-$462 million. This range is unusually wide for this point in the year, given the limited visibility in the vape regulatory landscape. Adjusted EBITDA for the full year is now expected to be $104 million-$108 million, compared to previous guidance of $108 million-$113 million. NewGen is expected to make up only mid to high single digits of our overall company EBITDA.
For Zig-Zag, we expect strong double-digit sales growth. As a reminder, in 2020, our cigar wraps business benefited from $5 million in backlog sales in the fourth quarter as we recovered from manufacturing-related disruptions early in the year, which will affect our year-over-year comps. We still expect growth for the overall segment in the quarter even against that comp. For Stoker's, we expect mid to high single-digit sales growth compared to previous guidance of high single-digit growth. The guidance is being impacted by a slight reduction in trade inventory. For NewGen, we now expect a decline in revenue compared to previous guidance of flat sales growth. This includes a double-digit decline for vape distribution compared to previous guidance of low single-digit declines, offset by growth in NUX.
For the fourth quarter, we expect $93 million-$100 million in sales, with growth in the Zig-Zag and Stoker's segments and a double-digit decline in NewGen due to the limited visibility in our vape business. Now to help bridge that guidance, we took down guidance by $16.5 million on the revenue side at midpoint. Roughly $3 million of that was due to the new products that are being pushed into the first quarter, given supply chain and logistical delays. The rest of the decline is primarily due to the disruption in our vape business. Within the vape business, most of the decline in the outlook is due to the transitory impact from the PACT Act as we ramp up our logistics network through the quarter, and the rest is due to market dynamics that we mentioned previously. Moving to our balance sheet.
We ended the quarter with over $130 million of cash on the balance sheet and $152 million of available liquidity. We repurchased 6.4 million of shares during the quarter and today announced the board increased our share repurchase program by 30.7 million- 50 million, which we aim to use opportunistically and reflects the positive outlook we have on our company. During the quarter, we prepaid a $10 million seller note related to the acquisition of Durfort assets. The note had carried a 7.5% interest coupon, and we were able to repay it below par, resulting in a $0.4 million gain on extinguishment of debt.
Subsequent to the quarter, we also received notification of forgiveness for a $7.5 million unsecured loan, which will result in the extinguishment of debt in the fourth quarter. Regarding acquisitions and investments, our pipeline of opportunities to help create value for the business remains active. With that, I'll turn the call back to Larry for closing comments.
Thank you, Louie. I would like to note that in our vape distribution business, our run rate thus far in October has performed better than our implied guidance. We hope that our guidance proves us conservative, but we have only limited control and visibility over how the regulatory environment is unfolding and the disruption it is creating in the marketplace. We will also have to see how customers adjust to the new shipping options as a result of the PACT Act, and that transition is happening in real-time as we speak. That is why we felt it was prudent to adjust our expectations accordingly. I would like to close by reiterating that our core business continues to perform well and remains favorably positioned.
This strong performance is a result of the hard work of our employees, and I want to thank them personally once again for their commitment and contribution to our success. Thank you for participating in the call today. With that, I'd like to open the call to questions.
Thank you. At this time, I'd just like to remind everyone, if you'd like to ask a question, please press star, then the number one on your telephone keypad. Our first question is from Vivien Azer with Cowen. Your line is open.
Hi. Thank you. Good morning.
Good morning, Vivien.
I think we should start with guidance. You know, the market is clearly taking down the stock more than you know, the implied you know, percentage reduction to your revenues and EBIT, which you know, clearly tells you that the problem isn't just with the guidance revision, but kind of how the year I think, has been telegraphed thus far. Larry and/or Louie, like, as you reflect back on the positive guidance revision you guys did in July. Yeah. How are you guys thinking about you know, regulatory and inventory disruptions? It doesn't seem like the PACT Act is new, right? We were talking about that last quarter. You know, the disruption from you know, competitor inventories due to COVID, that was known too.
Just trying to get a better understanding of what changed because you guys were so much more constructive, you know, heading into the July printing around your full year guide, and you're walking that essentially all back.
Let me give a color and a number. Our guidance increase in July reflected the strong quarter we had in Q2, and we didn't really change our guidance on the second half of the year by much. Now, if you look at what has changed with our guidance for Q4, some of that is the $3 million that I mentioned were these new products that we had forecasted where we are likely getting containers that will not be able to get into market till Q1 of next year. Those are just increased logistical challenges that we saw over the last few months. The rest was the vape business.
You know, with the vape business, the market has been incredibly dynamic, especially with the MVDOs that we've seen over the last couple of months and the shift in terms of the product offerings within the market. The PACT Act implementation, you know, I'll let Larry kind of give the details, came suddenly without a transition period to our alternative shipping network.
Yeah, Vivien, we had submitted a bunch of comments to the USPS for the implementation of the PACT Act, and one thing we had stressed very strongly was that there needed to be a transition period to set up this alternative distribution network that we had in place, but it takes time to activate. Almost all our recommendations were taken by the USPS except for that one, and so that caught us a little bit off guard.
Okay. Fair enough. Given all these moving pieces, you know, appreciate the color on the revenue shifts, you know, into Q1. I recognize, you know, we still have, you know, two months left in 2021, but can you offer any more color around your expectations for Zig-Zag heading into 2022? You're gonna be cycling, you know, two years of very explosive growth, and so I think it would be helpful to manage expectations around that. Thanks.
Sure. Yeah. You know, we feel pretty bullish about our Zig-Zag business. Our outlook has not changed on Zig-Zag. Growth next year is gonna be driven by continued advances in our growth initiatives, specifically paper cones, e-commerce, and our push to alternate channel. That's gonna be supplemented with new product offerings, the Zig-Zag hemp wraps and Zig-Zag natural leaf wraps that we launched this quarter. Cigars is a massive opportunity that we think incrementally can add to our sales over the next few years, and we have some more new products that we have in our pipeline that we're pretty excited about as well.
Okay. Fair enough. Thanks for the questions.
The next question is from Susan Anderson with B. Riley. Your line is open.
Hi. Good morning. Larry, just wanted to follow up. I think you commented at the end there that October was trending better than applied guide. I guess, is that across all of the segments or just the ones that you lowered? Or, I mean, could that potentially continue throughout the rest of the quarter?
Okay, Susan. Good morning. No, I was specifically addressing the NewGen business, the vape business, trying to highlight that the guide is not reflective of the underlying trend in the business that it has a large component of the transition to the new logistics system that we're setting up. It's gonna be a tough couple of weeks until we get that in place.
Got it. Okay. That's helpful. Just really quick on the gross margin, the total gross margin for fourth quarter, should we expect that to be similar to what we saw in first through third quarter in that high 48%-49% range?
Yeah. I think from a segment level, I would expect a similar gross margin across each segment from what we saw in Q3. You know, obviously.
Okay.
Yeah, it'll be kind of similar to what we've seen there. Then the mix is slightly better because we'll have less NewGen sales in Q4.
Yeah.
Versus Q3.
Yeah.
Just to kind of add some color on this, the PACT Act shipping, it's important to note this is, you know, it's transitory. We'll get our logistics network up eventually by the end of the quarter. We think this is a big positive for us going forward because we do think that this will advantage us in the B2C business going forward as other people likely will not have the same, you know, will not have the same kind of capabilities we have to manage through this. You know, as Larry mentioned, we're trending better. It's very hard to forecast because this happened Thursday, so these transitions are happening real time.
Our vape team, the head of our vape team, Marc Waxman, our logistics team with Jim Azbill, they've done a phenomenal job, so far this year in managing a lot of the changes that we've seen. It could be better than we expect, but it's, you know, we're literally operating off half a week of data in giving this guidance for the quarter.
That's really helpful. And then maybe if you could talk a little bit, I think you mentioned in the press release that now with the ReCreation partnership, it'll allow you to enter Canada with more products. Maybe can you remind us which products are already in Canada and which are not, and I guess just the timeline for getting more in there?
Sure. I mean, we're selling Zig-Zag. ReCreation Marketing starts basically selling Zig-Zag into dispensaries there, so we've reached almost 80% of the volume weight distribution in the private market. Yeah, we're also complementing that with other products within NewGen that we're selling through that. A decent amount of ReCreation Marketing sales is third-party products as well, along with a proprietary set of products that they've developed on their own. They have a brand called Choice Leaf, which is alternative wrap products that they are selling as well, and they're continuing to ramp those products.
Okay. Just last one really quick on the Stoker's revenue growth guidance, the slight decline in guidance there. I think you mentioned the trade inventory reduction. Is that the only driver there? Are you still expecting loose leaf chew to be impacted in fourth quarter?
Yeah. Sorry, Susan, this is Graham. No, I think you know what happened to us in the third quarter was you know essentially an unwind of between 1/2 a week and a week you know of trade inventory. A lot of noise out there relative to you know the tax increase, which you know we don't necessarily think will move through this year, but just a lot of noise in the system. We're still comfortable with how our MST product is progressing in the marketplace, and we feel well-positioned with our Stoker's chewing tobacco in the value segment.
Great. Okay.
Susan, let me just add something to Graham's comment. I have the benefit or the curse, I don't know which one it is, of having been around here a long time, and I've seen this behavior by wholesalers when they start hearing about the potential implementation of a FET increase because of the floor tax that's generally added to the bill. Don't know, it's hard to see a total rationality for that, but we saw it in 2009, and in our business, and that may be occurring again. We'll see.
Great. Okay. Thanks for all the details, you guys. Good luck the rest of the year.
Thank you.
The next question is from Eric Des Lauriers with Craig-Hallum Capital Group. Your line is open.
Great. Thanks for taking my questions. First one for me, within NewGen, what's the size of the vape distribution business? Anything you can give us, you know, from a dollar or a mix basis would be great. How should we think about fixed costs during this disruptive period? You know, presumably you got some increased costs with that shift to alternative logistics channels, but just wondering if we should, you know, expect some negative operating leverage during this declining period. Thanks.
Sure. Within NewGen, I would think about it as, you know, over 90% vape distribution. The profits are really coming from the vape distribution in that segment. You know, our fixed costs have come down a little bit, but it's important to note that there's also pretty high variable costs in that NewGen business. If you look kind of our sales, if you bridge our guidance, the Zig-Zag product sales that are being deferred come in at somewhere around 50% contribution margin, and our sales from our NewGen segment are coming in at about 20% contribution margins.
Okay, that's helpful. Within Zig-Zag, so obviously good to see that we got some new products coming online in Q1. I understand there was a bit of a shift, or yeah, I guess a shift from Q4 into Q1. As we look, you know, beyond those wraps and at the cigar portfolio that you guys acquired, not necessarily looking for guidance, but just what's a reasonable timeframe that we can expect you guys to begin to monetize that IP and, you know, when we could expect some Zig-Zag, you know, cigar or cigarillo products to hit the market here as we look towards 2022? Thanks.
Yeah. Hey, Craig, it's Graham. So we're already monetizing and with the products that we acquired in the deal through Unitabac. Obviously the prize for us is the expansion of Zig-Zag into the marketplace. We see a distinct opportunity around the natural leaf cigar segment, and I think you'll start seeing us bear some fruits, you know, towards the end of the first quarter into the second.
Okay, great. All right. Thanks, guys.
Again, that is star one if you'd like to ask a question. Our next question is from Gaurav Jain with Barclays. Your line is open.
Hi. Good morning, everyone. You know, just, you know, a question which is probably similar to some of the questions that have been asked earlier, but, you know, the stock is clearly down a lot today. For an investor looking at you know, your company today and, you know, people are trying to, let's say, have a three-year view on the stock, you know, how should we think on the opportunity with Turning Point Brands? You know, if you could just help us think through, you know, and I'm not asking for guidance, but just sort of some broad
Sort of, ranges in which, you know, how fast can Stoker's and MST grow? How big can Zig-Zag become? Is there any way to quantify those numbers?
Yeah. Look, if you look at the segment by segment, Zig-Zag, our outlook hasn't changed. We think we've got a nice secular tailwind here with what you're seeing in terms of cannabis consumption and the changing perception around you know cannabis usage, where you know it's essentially becoming like you know having a drink. I think that is rapidly evolving, and that secular tailwind is still there. We feel bullish about our ability to outperform the market with some of the new products that we are launching and the growth initiatives that we have. Stoker's, we think we still have a strong runway for growth on the distribution gains.
You know, I think we're probably not gonna see double-digit growth on the overall segment, but we still feel pretty good about growth in that segment over the next couple of years. Then the way we position NewGen is this has tremendous optionality. You know, clearly there's a big short-term reduction in Q4 as we have to manage the risk associated with that business. But that is not something that, you know, we think is permanent. We think as the PMTA regulatory process unfolds and as people have to comply with the fact that we think we are significantly advantaged given our infrastructure to, you know, tackle what we think is a massive opportunity in terms of share gains in that business. Larry, I'll let you add your color on.
No, we're fairly pleased with the core business. I think I mentioned the core business is up 11% this quarter. The new products, particularly the wrap products, are positioned in the place where the wraps are growing the fastest. We have this tremendous cigar opportunity. Look, we're going against some very big competitors, and cigar is a very concentrated market. We have been successful in the past. We think it's an opportunity, and I think that opportunity will roll out over 2022. It's gonna take some time to get the distribution and get our products in the market, but very confident that we can get our piece of that market.
Okay. That's very helpful. The second question is just you know the comment around the moist snuff market. I think I heard the number that the market was down 5% in Q3. Is this like a slowdown post the COVID bump which happened? You know if you could share how things have been in October so far. Like is the market continuing to slow down or has it picked up?
Yeah, I think, Hey, Graham. This is Graham. Yeah, I think, you're seeing, you know, a shift back to sort of the historical rates with moist snuff that we saw, you know, pre the noise of COVID. I think kind of the way to think about it is, you know, sort of how the category was tracking in 2019. You know, from a where we are today perspective, we feel pretty good about, you know, where the business has been thus far and continuing on that trajectory.
Great. Thanks a lot.
The next question is from Richard Evans with Mara River Capital Management. Your line is open.
Oh, hi. Just a couple of housekeeping questions. I was wondering if you could give us the absolute dollar amount that the consolidation of ReCreation contributed in the quarter.
Sure. You know, there's really two pieces of ReCreation Marketing. There's a DVW piece, which, you know, is what we call inorganic growth. There's the ReCreation Marketing piece, which, you know, came from very low levels last year that we've grown this year with penetration on Zig-Zag. That contributed about $5 million of sales during the quarter with a split roughly evenly between those two pieces.
Okay. That's $5 million of benefit from NewGen. I guess in prior quarters you didn't consolidate it, and now you do.
You know, I would say last year was minimal levels in ReCreation Marketing. We view the growth within the base ReCreation business as organic growth, as a decent amount of those sales are Zig-Zag sales into through Rec Marketing.
Okay. The last couple of quarters, you've kinda called out the split between, in dollar amounts, between wraps and papers. I was wondering if you can kinda give that disclosure again for the U.S. business?
Sure. You'll see on our investor presentation the breakout of papers and wraps. Wraps in the third quarter was about $17 million in sales.
Yeah.
U.S. papers, which we include with e-commerce, is about $17 million as well.
Okay. Great. Thanks.
We have no further questions at this time. I'll turn the call back over to the presenters.
Well, thank you for joining the call. We look forward to talking to you after the fourth quarter. Thank you very much.
Ladies and gentlemen, this concludes today's conference call. Thank you for participating, and you may now disconnect.