Prilla’s 2025 Recap: The Year in Nicotine Pouches
As another year begins, nicotine pouches are bigger news than ever. Between January 2023 and August 2025, sales in the US rose by 250% — that means more flavors, more brands, and more products on the market. We can certainly say that it’s been a great year here at Prilla!
So why not look back on all the good times? This guide serves as a recap of the big events of the twelve months past, from new product launches on Prilla to regulatory breakthroughs to other major happenings in the industry.
End of ZYN Shortage
In May 2024, a deadly event struck the US — the so-called “zyndemic” (or ZYN shortage). As so many people were looking for the brand’s nicotine pouches, many retailers across the country were left with empty shelves. A textbook case of suffering from success!
The mismatch between supply and demand took a while to sort out. In fact, parent company Philip Morris International had to construct new factories to keep up. But finally, this year, the shortage came to an end — in July 2025, to be precise.
While the shortage is over, it wouldn’t quite be accurate to say that everything is back to normal. Many customers sought out ZYN alternatives as they couldn’t get their hands on the products in their normal rotation.
ZYN is still the nicotine pouch leader in the US, but other brands are now catching up (check out our competitor analysis to learn more).
Launch of Partner Site Snus US
We couldn’t have a post summarizing the biggest events of 2025 without mentioning the launch of our new partner site, Snus US.
Prilla always has been and always will be about nicotine pouches. But as a team with a lot of Swedes, it’s only natural to have a soft spot for the traditional Swedish product that came before nicotine pouches.
That product is called snus. Our partner site also sells dipping tobacco.
While nicotine pouches have eclipsed these products in popularity, snus and dipping tobacco have a much longer history, dating back to the 1600s.
- General (snus)
- Camel (snus)
- Grizzly (dip and snus)
- Copenhagen (dip and snus)
- Skoal (dip and snus)
- Stoker’s (dip)
- Longhorn (dip)
FDA Marketing Authorization of First Nicotine Pouches
Nicotine pouches must submit a Pre-Market Tobacco Application (PMTA) to be available for sale in the US.
ZYN pouches were the first to be authorized in January 2025.
Following this, the FDA launched a pilot program to speed up approvals of other brands.
Addition of VELO Plus
This was a ground-breaking addition to the VELO pouches range, introducing moist pouches for the first time.
- Citrus Chill
- Mint
- Peppermint
- Spearmint
- Wild Berry
- Wintergreen
- Watermelon Chill
- Dragon Fruit
- Tropical Heat
- Cappuccino
ALP
Another exciting addition for 2025 was ALP pouches, offering moist portions and bold designs.
- Mountain Wintergreen
- Chilled Mint
- Refreshing Chill
- Tropical Fruit
- Sweet Nectar
More New Products Added to Prilla
XQS pouches continued pushing flavor boundaries, while FRE pouches expanded their strength and flavor range.
New Brands Added to Prilla
In September 2025, the FDA urged manufacturers to increase the use of child-resistant packaging.
The FDA advises users to store nicotine pouches safely and out of reach of children.
At Prilla, we’re following these developments closely and will continue to prioritize consumer safety.
