By Laura Cooper
The Food and Drug Administration cleared on! Plus nicotine pouches to be sold in the U.S. market, the first authorization under a government program to expedite regulatory approvals for certain tobacco products.
Altria, which makes Marlboro cigarettes in the U.S., owns the company Helix Innovations that produces on! pouches. The products listed as authorized include 6-milligram and 9-milligram nicotine pouches in mint, tobacco and wintergreen flavors.
On! Plus joins the ranks of Zyn, America's most popular nicotine pouch, which gained FDA authorization to stay on the market in January.
In a statement, Altria said that it was pleased that some on! products were authorized, marking a milestone in providing products other than cigarettes. The company said in a social media post that on! Plus will resume taking new orders for retail accounts in Florida, North Carolina and Texas and on e-commerce soon.
In September, the FDA launched a pilot program aiming to streamline the review process for premarket tobacco applications, specifically for nicotine pouch products. This was done based on the understanding that "health risks for different tobacco products exist on a spectrum," the agency said.
Altria announced last week that its current Chief Executive Billy Gifford would retire in May. Its current chief financial officer Sal Mancuso, who has been with the company since 1990, will succeed Gifford as CEO.
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(END) Dow Jones Newswires
December 19, 2025 18:14 ET (23:14 GMT)
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