Zyn Was 100 Years in the Making

For something that isn’t candy, Zyn nicotine pouches sure look a lot like it. The packaging, a small metal can, looks more than a little like a tin of mints. The pouches come in a wide variety of flavors: citrus, cinnamon, “chill,” “smooth.” And they’re consumed orally, more like jawbreakers or Warheads than cigarettes.

America has found itself in the beginnings of a Zyn panic. As cigarette and vape use have trailed off in recent years, Zyn and other nicotine pouches are gaining traction. The absolute pouch-usage numbers are still not that high, but sales have more than quadrupled from late 2019 to early 2022. Although only adults 21 and older can legally purchase them—a fact that the product’s website directly points out—they are reportedly catching on with teens. “I’m delivering a warning to parents,” Senate Majority Leader Chuck Schumer said in January, calling for a crackdown, “because these nicotine pouches seem to lock their sights on young kids.” Earlier this month, a group of plaintiffs filed a class-action lawsuit accusing the tobacco giant Philip Morris International (PMI), which also makes Zyn, of purposefully targeting kids. (“We believe the complaints are without merit and will be vigorously defended,” a PMI spokesperson told me over email, adding that Zyn offers “adult-orientated flavors.”)

On their surface, nicotine pouches seem to be a fad like any other, but they are the end result of a century of nicotine marketing and development that began with cigarettes and has now moved beyond. “It’s basically part of the long history of the candification of nicotine,” Robert Proctor, a Stanford historian who has written multiple books on tobacco, told me. Over the years, the tobacco industry has gradually introduced more and more products flavored and packaged like sweet treats. Now, with Zyn, the industry has finally devised a near-perfect one.

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