This is a revised version of an earlier episode and clarifies the position of Zyn in the US market.

As the popularity of cigarettes has slid in the past couple decades, Big Tobacco has been searching for a new hit product. Now, they think they’ve found it: nicotine pouches. FT reporters Clara Murray and Mari Novik explain how nicotine pouches became popular, and whether they’ll become the sector’s newest addiction or if they will be snuffed out.

Clips from ABC News, ABC4 Utah, CBS Mornings, Theo Von Podcast, Time, TikTok

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For further reading:

The new nicotine hit that could save Big Tobacco

Big Tobacco stock rally reveals uncomfortable truth

Big Tobacco will take heat on its smokeless transformation

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Follow Clara Murray on X (@clara__murray) and Bluesky (‪@claradoodle.bsky.social‬). Follow Mari Novik on X (@marinoevik) and Bluesky(@marinovik.bsky.social‬). Saffeya Ahmed is on X (@saffeya_ahmed), or you can follow her on LinkedIn for updates about the show and more.

Read a transcript of this episode on FT.com

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Why Big Tobacco is buzzing over nicotine pouches

Behind the Money