FDA authorizes marketing of Zyn nicotine pouches
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The Food and Drug Administration on Thursday authorized the marketing of Zyn nicotine pouches, citing extensive scientific review.
Why it matters: This is the first FDA authorization of any nicotine pouch, though that does not mean the product is "FDA approved."
Driving the new: Zyn attracted online buzz with promotion from some influencers and even became a political hot topic resulting in former Fox News host Tucker Carlson calling it a "ladies brand," controlled by "left-wing drones.'"
- The influencers, who were not associated with Zyn manufacturer Swedish Match, touted the benefits of the smokeless and tobacco-free product.
What they're saying: Zyn products "pose lower risk of cancer and other serious health conditions" than cigarettes and most smokeless tobacco products, the FDA said in the announcement.
- Its benefits outweigh risk, including to youth, per the FDA.
State of play: Marketing must responsibly prevent youth use, said Brian King, director of the FDA's Center for Tobacco Products.
- "While current data show that youth use remains low, the FDA is closely monitoring the marketplace and is committed to taking action, as appropriate, to best protect public health," he said in the announcement.
- Fewer than 2% of middle and high school students reported current nicotine pouch use in the 2024 National Youth Tobacco Survey.
Context: Sales of Zyn pouches surged in recent years, and Philip Morris International laid out plans to build a $600 million factory in Colorado following the increase in demand.
- Social media chatter about Zyn and subsequent government attention were reminiscent of the teen vaping boom in the late 2010s.
Zoom in: Marketing was authorized on Thursday for Zyn products with 3 milligram and 6 milligram nicotine strength in various flavors including citrus, cool mint, menthol and coffee.
Go deeper: Meet "Zynfluencers": Smokeless nicotine pouches are having a moment
