The PMTA, submitted to the Food and Drug Administration (FDA), covers three flavors of the on! PLUS nicotine pouches: tobacco, mint, and wintergreen, each available in three different nicotine strengths. This submission is part of Altria’s broader efforts to offer adult tobacco users alternative products that may pose fewer health risks than traditional smoking.
Nick MacPhee, CEO and General Manager of Helix, expressed confidence in the potential market impact of on! PLUS, highlighting its innovative qualities and its fit with changing consumer trends. Paige Magness, Senior Vice President of Ochia Client Services LLC, echoed this sentiment, emphasizing the benefits of providing authorized smoke-free alternatives.
For a product to gain market authorization through a PMTA, manufacturers must demonstrate that its marketing will protect public health. This involves assessing the product’s risks and benefits, considering its effects on both users and non-users, including adolescents.
on! nicotine pouches have already made a notable impact in the U.S. market, achieving a 32% increase in shipments year-on-year and capturing a 7.1% retail market share in the oral tobacco category as of the first quarter of 2024. Following FDA authorization, the distribution of on! PLUS will be handled by Altria Group Distribution Company (AGDC).
Final Thoughts
It looks like Altria is trying to pouch its way into the future with on! PLUS! What are your thoughts on the evolving landscape of tobacco alternatives? Are nicotine pouches the way to go, or is it just a puff of smoke? Share your views in the comments, and don’t forget to follow us on vapeast.com for more sizzling updates and discussions!
