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Zyn Pouches: FDA Weighs 'Reduced Risk' Claims
22 Jan
Summary
- FDA considers advertising Zyn pouches as less harmful than cigarettes.
- Zyn sales exceeded $3.24 billion last year, dominating the market.
- Concerns exist about potential harm to young people and nonsmokers.
The U.S. Food and Drug Administration (FDA) is convening a public meeting to evaluate Philip Morris International's proposal to market its Zyn nicotine pouches as a reduced-risk product for adult smokers. The agency's preliminary review suggests regulators may approve the claims, which would allow Zyn to be advertised as reducing risks of mouth cancer, heart disease, and lung cancer associated with smoking.
Zyn has experienced explosive growth, generating over $3.24 billion in sales last year and securing more than two-thirds of the nicotine pouch market. This surge is occurring in a shrinking tobacco industry, with Zyn representing a significant growth area. Despite its success, the FDA must also assess potential harms, particularly concerning youth uptake, fueled partly by viral social media content.
FDA scientists have indicated that the assertion of Zyn reducing smoking-related illnesses is scientifically accurate, based on available data that suggests the pouches contain minimal harmful chemicals. While Zyn was authorized to remain on the market in January, the current review focuses on specific marketing language. The FDA panel of independent health experts will offer recommendations, though the agency is not bound by their advice and faces no deadline for a final decision.
