The U.S. Food and Drug Administration (FDA) has authorized the sale of Zyn, a nicotine pouch product aimed at helping adult smokers reduce or quit cigarette use. This approval marks a milestone, as Zyn becomes the first nicotine pouch product to receive such authorization in the United States. The decision comes after a comprehensive review of company data, highlighting the product's potential as a less harmful alternative to traditional tobacco products.
Nicotine pouches have emerged as the fastest-growing segment of the U.S. tobacco market. Zyn, in particular, has seen a substantial portion of former smokers transition to its use, according to company data. Unlike cigarettes and various types of chewing tobacco like snuff, Zyn contains fewer harmful ingredients. Importantly, it does not contain tobacco, relying solely on nicotine and flavoring to satisfy users' cravings.
FDA officials have pointed to government survey data indicating that fewer than 2% of American high school and middle school students used nicotine pouches last year. This statistic serves to counter concerns raised by antismoking groups about the potential appeal of such products to young people. Zyn has been available for over a decade while awaiting FDA approval, during which time its capacity to serve as an alternative to cigarettes and other tobacco products was under evaluation.
"The data show that these nicotine pouch products meet that bar by benefiting adults who use cigarettes or smokeless tobacco products," said Matthew Farrelly of the FDA’s Center for Tobacco Products.
Zyn is sold in two strengths and ten flavors, including coffee, mint, and menthol. Unlike its competitors, such as snus, Zyn does not contain tobacco and is not pasteurized. Philip Morris International's Swedish Match unit markets Zyn in the U.S., competing with similar offerings from companies like Altria's On pouches.
The FDA has previously granted similar authorizations to several e-cigarette brands, a tobacco-heating device, and snus. This latest approval underscores the agency's ongoing effort to provide safer alternatives for smokers seeking to quit or reduce their intake. Zyn works similarly to nicotine gum, lozenges, and other smoking-cessation products by releasing low levels of nicotine to help curb cravings.
Despite these developments, antismoking groups have expressed concerns over the potential appeal of flavored nicotine products to younger audiences. Videos on social media platforms depicting young individuals using Zyn and similar pouches have fueled these worries.
"The FDA should not be authorizing the sale of any flavored tobacco products given the tobacco industry’s well-documented history of using flavored products to appeal to and addict kids," stated Yolonda Richardson from the Campaign for Tobacco-Free Kids.
Philip Morris's Swedish Match unit has responded by emphasizing that it does not employ online influencers or endorsements to promote Zyn. The product’s marketing strategy focuses on providing an alternative for adult smokers rather than targeting younger demographics.
