Under Pressure

“Chipping around, kick my brains 'round the floor
These are the days, it never rains, but it pours” - Queen & David Bowie, “Under Pressure”

For an industry that is often seen as old and stodgy, the pace of developments surrounding tobacco and nicotine has been astounding. My note from three weeks ago explored Altria’s surprising move to launch on! Plus, in select parts of the US. Last week’s piece opened with a recent quote from the United States Secretary of Health and Human Services, RFK Jr., speaking favorably of next-gen nicotine products. There was a hint of positive regulatory developments. No more than two days later, a Reuters exclusive broke the news that the FDA, pressured by the Trump administration, would be launching a pilot program to fast-track PMTA reviews for a handful of nicotine pouch brands, including PMI’s ZYN Ultra, Altria’s on! Plus, British American Tobacco’s Velo Mini (European variant), and Turning Point Brands’ Fre/ALP. The implications of this program, alongside other industry developments, promise to amplify the pressures already felt.

When competition and political forces collide.