ZYN Passes MRTP Scientific Review: Final Decision Still Pending

ZYN looks one step closer to making regulatory history after a recent FDA advisory committee meeting. Not only are they the #1 nicotine pouch brand here in the US, they could also be the first brand authorized as a Modified Risk Tobacco Product (MRTP)—an FDA certification that has the power to reshape how we communicate about smokeless nicotine alternatives to consumers over the age of 21. 

Scientists reviewing ZYN’s application recently backed health claims made by the manufacturer, Swedish Match—calling them “scientifically accurate” and signaling that the submitted evidence met the FDA’s high regulatory bar. 

If finalized, the decision would allow Swedish Match to legally state that “completely switching from cigarettes to ZYN reduces exposure to harmful chemicals and lowers the risk of smoking-related diseases,” marking a major step forward for the category and positioning their nicotine pouches as a viable alternative for smokers looking to quit. 

While the FDA isn’t obligated to follow recommendations from the Tobacco Products Scientific Advisory Committee (TPSAC), this positive feedback can be interpreted as a strong indication of which way they’re leaning... 

Let’s break down everything we know so far. 

Being classified as a Modified Risk Tobacco Product—or MRTP—would allow Swedish Match to make specific, evidence-based claims about lowering your risk of smoking-related diseases (including lung cancer, heart disease, stroke, emphysema, and chronic bronchitis). This is something that’s currently prohibited under US tobacco law for brands without this level of authorization. 

Confused by all the acronyms? We’ve got you covered. 

In ZYN’s case, the proposed MRTP focuses on the fact that nicotine pouches: 

• Contain no tobacco leaf; 
• Produce no smoke or combustion; 
• Expose users to significantly fewer harmful and potentially harmful constituents (HPHCs) than cigarettes. 

It’s important to note: MRTP status does not mean that ZYN is risk-free. Nicotine is an addictive substance intended for adult use only. However, the FDA's authorization would formally recognize that not all nicotine products carry the same level of harm—a distinction many public health experts view as essential for helping adult smokers move away from combustible tobacco. 

It’s been a long road to get to this point, and ZYN’s MRTP application builds on earlier regulatory milestones. In 2025, they were the first nicotine pouch brand to receive a Marketing Granted Order for 20 of their products across multiple flavors and strengths. 

That opened the door for the current MRTP review, which evaluates not just the chemical composition of each pouch, but also social factors like: 

• Consumer understanding of reduced-risk claims; 
• Population-level health impact; 
• Preventing youth access and non-user uptake. 

At the public hearing, scientists from PMI and Swedish Match (as well as assorted retailers, think-tanks, and advocacy groups) had their chance to speak up on these pouch-related issues.  

A point they emphasized was that youth use of nicotine pouches remains relatively low even as adult awareness of the category grows. This will be an important factor in the FDA’s overall assessment, and something that, here at Nicokick, we've always taken seriously. 

We’re considered a trusted independent retailer of ZYN for many reasons. One of which, is the robust age/identity verification we use on-site, ensuring every single customer we sell to is over 21. This is arguably more reliable than in-store ID checks.

MRTP messaging should not be viewed as giving permission to youth or non-users to view ZYN as harmless or ‘for them.’ Our digital controls mean messaging is focused on the right target audience—adults who smoke or use more harmful forms of tobacco and nicotine.

Laura Leigh Oyler

VP, Regulatory Affairs

Interestingly, ZYN is also one of few brands that currently have child-resistant packaging, which the FDA is also considering rolling out as a manufacturer requirement. 

There’s no set deadline for when this MRTP authorization will be finalized, but there’s also no denying that 2026 has started strong for the smokeless category and this committee meeting was another regulatory hurdle cleared for Swedish Match.  

Given the FDA’s plans to work through a 5-year backlog with a fast-track pilot program announced a few months ago, all signs point towards an imminent decision regarding ZYN. 

If authorized, it would: 

• Set a regulatory precedent for other nicotine pouch brands; 
• Enable clearer, harm-reduction messaging; 
• Help adult smokers better understand the relative risks of tobacco and nicotine products. 

We don’t think it’s overstating things to say that this MRTP ruling would be a game changer for the nicotine pouch market. As retailers, it gives us the opportunity to swap out speculation for FDA-backed science and pass on that transparency to consumers, making it easier to navigate different flavors, strengths, and formats.

We’re fully supportive of ZYN’s application and hopeful that their products will be the first of many to earn this reduced-risk status.  

As always, keep an eye on the Pouch Perfect blog for updates.