Explore the latest nicotine pouch industry news, regulation updates, state laws, FDA developments, and other important topics shaping the US market. This section helps readers stay informed about legal changes, emerging trends, and key events affecting the nicotine pouch industry in the United States.
The third quarter runs between July 1st and September 30th, and you could say that it’s been a long, hot summer for the nicotine pouch industry. The ZYN shortage finally came to an end in July (much to the delight of Prilla customers), but at the same time, competitor brands have continued to go from strength to strength.
It can be hard to keep up with so many brands and developments, but we’ve summarized the must-know stories in this report.
In September 2025, the U.S. Food and Drug Administration (FDA) announced a pilot program to streamline the review of nicotine pouches. This move comes after the Trump administration put pressure on the FDA to make the authorization process more efficient; currently, companies have to wait years for an authorization or rejection. In contrast, the pilot program aims to authorize the nicotine pouches participating by December 2025 (according to reporting from Reuters).
The pouches that will be part of the process are ZYN Ultra from Philip Morris International, On! And On! Plus from Altria, VELO Mini from Reynolds American, and FRE and ALP from Turning Point Brands.
The ongoing ZYN shortage is proof that a company can be a victim of its own success. Demand for the brand’s pouches has steadily increased over the last few years, and since May 2024, many US states have been struggling to replenish their stock levels — especially for the most popular flavors.
This post will shed some light on the situation and offers suggestions for obtaining ZYN pouches (or a suitable alternative).
