THIS ANNOUNCEMENT CONTAINS INSIDE INFORMATION FOR THE PURPOSES OF REGULATION 11 OF THE MARKET ABUSE (AMENDMENT) (EU EXIT) REGULATIONS 2019/310.

13 May 2026

Chill Brands Group plc

("Chill Brands" or the "Company")

Commercial Update Ahead of AGM

Chill Brands Group plc (LSE: CHLL) is pleased to provide the following update to shareholders ahead of its Annual General Meeting that will be held later today.

Chill Connect - Wholesale Platform Launch

The Company is pleased to announce that its Chill Connect wholesale distribution platform has now launched, with over 2,000 initial retailer accounts onboarded to date. The platform enables UK convenience retailers to purchase tobacco alternatives, vaping products, pouches, beverages, confectionery and other fast-moving consumer goods directly through a dedicated wholesale channel. The launch is the product of a sustained period of operational development carried out against a backdrop of significant business change, including a fundamental repositioning of the Company's commercial model from a brand-led consumer goods business to a distribution-first platform serving the UK convenience retail sector. The Board believes this pivot, though demanding, has positioned the Company with a durable and scalable operational foundation.

The Company is adopting a measured approach to growth, continuing to invite and onboard further retailers from its wider network over time. The Company's focus remains converting its extensive retailer network into consistent ordering via this wholesale site, and the immediate priority remains on ensuring that inventory availability and service capacity keep pace with demand as the business develops.

A consistent and growing theme in retailer feedback is the appetite for a broader product range from a single trusted supplier. Independent convenience retailers increasingly look to consolidate their sourcing relationships, and the Board regards further category expansion across beverages, confectionery, sundries and other adjacent lines as a significant commercial opportunity and a priority area for the business. The Company is actively in conversation with a number of additional consumer goods brands seeking distribution and activation capability in the independent channel.

Beyond range expansion, the Board believes the wholesale ordering platform delivers a structural improvement to the business model. By enabling retail partners to place orders at any time without requiring direct field representative input, the platform materially extends the Company's effective commercial reach, reduces its dependence on physical cash handling, and creates a scalable order management infrastructure that the field sales team can operate alongside rather than in place of. The Board regards this as a meaningful long-term investment in the operational capability of Chill Connect.

Strategic Review

The Board is engaged in a number of early-stage conversations regarding potential partnerships, investment opportunities and transactions that would create value for shareholders. These include, among others, discussions in respect of extending the Company's digital platform portfolio as disclosed in its announcement of 23 April 2026.

The Board believes the Company's Main Market listing is capable of delivering more than its current scale allows. Its ambition is for the public company to be larger and more diversified in its activities, and it regards the listing itself as a platform for achieving that.

No course of action has been determined and no commitments have been made. The Company will update shareholders as and when there are material developments.

Annual General Meeting

The Company's Annual General Meeting is being held today. Results of the meeting will be announced in due course.

-ENDS-

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About Chill Brands Group

Chill Brands Group plc (LSE: CHLL) is a distribution-led consumer packaged goods company serving the UK convenience retail sector. Through its Chill Connect platform, the Company operates a national field sales team providing direct-to-store distribution and advisory services to brands seeking to expand their distribution into the independent convenience channel. The Company's product range spans vaping and nicotine alternatives, with active expansion into sundries, beverages, confectionery, and other fast-moving consumer goods. Chill Brands partners with established FMCG businesses and emerging brands to provide comprehensive route-to-market solutions. The Company also owns the premium chill.com domain name.

Publication on website

A copy of this announcement is also available on the Group's website at http://www.chillbrandsgroup.com