Tobacco companies introduce “tobacco-free” nicotine pouches

A new product category is emerging with several large tobacco companies now selling “tobacco-free” nicotine pouches. These products are sold as pre-portioned pouches similar to snus, but instead of containing tobacco leaf, are filled with white nicotine-containing powder (Figure 1). The pouches are placed between the lip and gum, and require no spitting or refrigeration.^1,2 At least five large tobacco manufacturers currently sell nicotine pouch products. British American Tobacco sells Lyft in the United Kingdom (UK) and Sweden^2,3, and Velo (through RJ Reynolds Vapor Company) in the United States (US).⁴ Swedish Match sells Zyn in Europe and the US⁵, Kretek International sells Dryft in the US¹, and Japan Tobacco International sells Nordic Spirit in Sweden.⁶ Moreover, Altria recently agreed to acquire 80% of the On! nicotine pouch brand, currently sold in Sweden, Japan, and the US.⁷

Figure 1.

Product packaging, nicotine pouch, and pouch contents for Dryft Black Cherry 7 mg, On! Cinnamon 2 mg, Velo Citrus 4 mg, and Zyn Cool Mint 6 mg nicotine pouches.

Nicotine pouches are sold in a variety of fruit (e.g., black cherry, citrus) and other (e.g., peppermint, coffee) flavors,^1,4,8 and vary in nicotine content per pouch (e.g., Dryft: 2 mg and 7 mg¹; Velo: 2 mg and 4 mg⁴; Lyft: 4 mg and 6 mg²). Companies use descriptors such as “tobacco-free”⁸ or “tobacco leaf-free”⁴ in product marketing. Regarding ingredients, Zyn’s website says their pouches contain “pharmaceutical-grade” nicotine salt, hydroxypropyl cellulose, micro crystalline cellulose, maltitol, gum arabic, sodium carbonate, sodium bicarbonate, Acesulfame K, and food-grade flavorings.⁸ Similarly, Velo discloses that their products contain “nicotine derived from the tobacco plant, microcrystalline cellulose, water, salt, sucralose, citric acid, and artificial flavor.”⁴ Online marketing highlights how nicotine pouches can be used anywhere and how batteries and devices are not needed.^1,8 In the United States, the products appear to be priced comparable to a pack of cigarettes. During the summer of 2019, we purchased Velo and Zyn (US$3.76 and US$5.11, respectively) in local retailers (North Carolina, USA), and Dryft and On! (US$5.54 and US$6.50, respectively) online.

Because they are not combusted and contain no tobacco leaf, nicotine pouches have the potential to be a lower-risk product. However, we are unaware of any independent testing of product constituents, exposure, or biomarkers of harm. Moreover, research evaluating nicotine delivery is lacking.

In the US, these products are presumably classified as tobacco products because they contain tobacco-derived nicotine.⁹ It is unclear how nicotine pouches are classified and regulated in other countries, and whether existing tax, youth-access, marketing, and other tobacco control policies apply.

Research is needed to determine if nicotine pouches can help smokers transition from cigarettes to a less harmful nicotine source, or if these products would instead be used situationally by smokers, leading to dual-use. Moreover, because nicotine pouches are sold in a variety of fruit flavors and can be used discreetly, these products may appeal to youth and young-adult nonsmokers. As seen with e-cigarettes (e.g., Juul) in the US¹⁰, novel nicotine products have potential for rapid uptake by youth and young adults. Monitoring of product use and marketing are needed to ensure that nicotine pouches do not promote nicotine addiction among non-smokers, especially youth.