The U.S. Food and Drug Administration will launch a pilot program on Monday to fast-track reviews of nicotine pouches from four major tobacco companies, following pressure from the Trump administration to accelerate approvals for smoking alternatives. The agency aims to complete reviews by December for products from Philip Morris International, Altria, Reynolds American, and Turning Point Brands.
Accelerated Timeline Addresses Industry Delays
The pilot program represents a significant departure from the FDA's traditional review process, which has historically required years for product clearance. The agency authorized its first group of pouches in January 2024 - 20 of PMI's Zyn products - over five years after the company initially submitted its application.
An FDA official told staff last month that the agency had been pressured by leadership, including at the White House, to review nicotine pouches more efficiently, according to meeting transcripts obtained by Reuters. Tobacco companies have been actively lobbying President Donald Trump and other key officials for changes including a faster, clearer FDA authorization process.
Political and Industry Influence
The push for expedited reviews comes amid significant industry lobbying efforts. BAT's Reynolds American donated $10 million to Trump-aligned super PAC Make America Great Again Inc, according to Federal Election Commission filings. The Department of Health and Human Services, which oversees the FDA, and the White House did not immediately respond to requests for comment.
Products Under Review
The pilot includes several products not yet on the market, such as PMI's Zyn Ultra, an updated version of the company's successful pouches. Other products selected include Altria's on! and on! Plus, Reynolds' Velo mini, and Turning Point Brands' Fre and Alp products, the latter co-owned by former Fox News presenter Tucker Carlson.
For products already on the market without permission, FDA authorization would remove questions over their legality and eliminate the threat of potential enforcement action from the agency.
Market Dynamics and Growth
Nicotine pouches represent the fastest-growing category of tobacco products in the United States, the world's largest market for smoking alternatives. Users insert the pouches under the lip to receive nicotine without inhalation or tobacco consumption.
PMI leads the U.S. market with its Zyn brand, which has delivered shipment growth of between 40% and 80% every quarter since January 2023, rapidly becoming one of the company's most important products. This explosive growth has prompted rivals BAT and Altria to scramble to catch up with more competitive offerings.
Streamlined Review Process
The FDA's new approach will feature streamlined and reduced reviews, more frequent communication between FDA staff and applicants, and expedited clearance. Reviewers will focus exclusively on information essential to start the scientific review of nicotine pouches, including core product characterization, manufacturing consistency and stability, and abuse-liability data.
Safety Considerations and Public Health Debate
Pouches are generally considered among the lowest-risk smoking alternatives since they do not involve inhalation and do not contain tobacco. However, public health advocates express concerns about potential risks, particularly regarding appeal to new users and youth.
Yolonda Richardson, chief executive officer of the Campaign for Tobacco-Free Kids, emphasized that "rigorous FDA review of new product applications is critical to protecting kids and public health" and stated "there should be no shortcuts when it comes to our kids' health."
Current evidence does not show significant uptake of these products among young people, according to an FDA official speaking during Friday's meeting.
Industry Response
Company responses to the pilot program have been largely positive. PMI said the project to speed up the review process "could be a step in the right direction," although the company was not aware of such an effort. Altria called the FDA's approach "encouraging and a positive step for harm reduction."
Turning Point Brands said the streamlined path demonstrates "the administration's continued commitment to efficiency, effectiveness and transparency." Reynolds American declined to comment on the initiative.
