PouchDaily topic
Nicotine-pouch reporting, research and analysis connected to PHILIP MORRIS INTERNATIONAL.
market
ZYN's dissolvable Melts just expanded to a second country — right before the UK's age-of-sale lawZYN Melts, the fully dissolvable nicotine tablet, is now live in Switzerland as well as the UK — Cool Mint and Peppermint at 1 mg and 2 mg, 20 tablets per can at £6.50 / CHF 3.00 for a two-can set. With ASH Wales flagging the format and the UK's 18+ age-of-sale rule for all nicotine products arriving 29 October, the timing is not subtle.
market
PMI U.S. Launching Campaign Around ZYN's 'Click' SoundPhilip Morris International's U.S. arm is rolling out a marketing campaign centered on the distinctive 'click' sound ZYN pouches make when opened. The campaign debuts at the National Association of Convenience Stores Show in October.
regulation
FDA greenlights 11 ZYN Ultra pouches — including its first 11mgOn 21 August 2026 the FDA issued Marketing Granted Orders for 11 ZYN Ultra nicotine pouches from Swedish Match USA — ten 9mg flavours and a new 11mg Smooth. The authorizations push the total of FDA-authorized nicotine pouch products to 43, with 23 cleared through the agency’s nicotine pouch pilot program. The American Lung Association attacked the move, citing youth appeal.
regulation
FDA lets ZYN claim it’s safer than cigarettes — doctors push backThe FDA issued Modified Risk Tobacco Product orders for 20 ZYN nicotine pouch products on 30 June 2026 — the first time any nicotine pouch has been cleared to advertise reduced disease risk versus cigarettes. The authorised claim covers mouth cancer, heart disease, lung cancer, stroke, emphysema and chronic bronchitis. Public health experts say the labelling could normalise nicotine for new users — and point to 460,000 youth pouch users as evidence the category is already reaching kids.
market
ZYN finally brings fruit flavors to US pouch buyersZYN added three new permanent fruit flavors to its US lineup — Black Cherry, Peach, and Dragonberry — in 3mg and 6mg, bringing the dry mini-pouch range to 26 variants. US buyers had previously imported European ZYN fruit cans to get past mint and citrus. The expansion lands as Velo Plus and On! Plus eat into ZYN's share.
product
ZYN Ultra: PMI goes moist and high-strength to hold off Velo and On!Philip Morris launched ZYN Ultra in the US in June 2026 — a moist, slim pouch line in 9mg and 11mg, 20 pouches per can, eight flavours, at a lower per-pouch price than flagship dry ZYN. It is PMI's biggest ZYN format change yet, built to slow share losses to Velo Plus, FRE and ALP.
market
ZYN growth crashes to 1.8% as Velo Plus and On! Plus eat market share — PMI fires back with ULTRA and first-ever FDA modified-risk claimPhilip Morris International's ZYN US shipments grew just 1.8% in Q2 2026 — down from 37% annual growth in 2025 — as BAT's Velo Plus and Altria's On! Plus gain share in the $7 billion nicotine pouch market. PMI's response: ZYN ULTRA and a historic FDA modified-risk authorization.
market
ZYN Hit $3.1 Billion in US Revenue in 2024, Up 60% as Pouch Market ExplodesPhilip Morris International's ZYN brand generated $3.1 billion in US sales last year, growing more than 60% year-over-year and cementing its dominance in the nicotine pouch category.