TY - JOUR T1 - ‘Flavour ban approved’: new marketing strategies from tobacco-free nicotine pouch maker Zyn JF - Tobacco Control JO - Tob Control DO - 10.1136/tobaccocontrol-2021-057222 SP - tobaccocontrol-2021-057222 AU - Alayna P Tackett AU - Jessica L Barrington-Trimis AU - Adam M Leventhal Y1 - 2022/04/22 UR - http://tobaccocontrol.bmj.com/content/early/2022/04/21/tobaccocontrol-2021-057222.abstract N2 - Tobacco-free oral nicotine pouches—sachets containing microcrystalline cellulose with nicotine salt, flavours, sweeteners and other additives placed in between the lip and gums—are increasingly marketed and sold in the USA.1 The most widely sold tobacco-free oral nicotine product in the USA is Zyn,1 made by Swedish Match. According to the company’s latest investor report,2 Zyn shipments grew by more than 40% from 2020 to 2021, with sales of individual cans increasing from 83.2 million cans in 2020 to 125.7 million cans in 2021.2 As of 9 December 2021, the US Zyn public website displayed an advertisement indicating two Zyn products are ‘flavour ban approved’ (figure 1). ‘Smooth’ Zyn was described as ‘an unflavoured experience for pure nicotine enjoyment.’ ‘Chill’ Zyn was described as ‘a refreshing unflavoured nicotine experience’ (figure 2). Both are labelled ‘unflavoured’, which raises a question as to what constitutes a flavoured or unflavoured tobacco or … ER -