The U.S. Food and Drug Administration (FDA) is considering changes that could speed up nicotine pouch authorization in the U.S.

To date, 43 nicotine pouch products have been authorized by the FDA. According to new reporting from The Wall Street Journal, the agency “is expected to announce in coming days that it will revisit a 2021 rule that outlined requirements for new tobacco applications.”

For adult nicotine consumers, that could mean more FDA-authorized pouches from more brands.

Getting a nicotine pouch authorized in the U.S. isn’t usually quick.

Today, those 43 authorized pouches come from just two manufacturers and include some ZYN, ZYN Ultra, on!, and on! PLUS products. That’s a pretty small selection compared with the number of nicotine pouches adult consumers see in the wider U.S. market.

Before a new product can legally be marketed, FDA reviews scientific evidence about the product and its potential impact on public health. That process has historically taken years in some cases.

FDA authorization doesn’t mean a nicotine pouch is safe or “FDA approved.” Nicotine is addictive and nicotine pouch products aren’t risk-free.

Authorization does mean FDA has reviewed the product and determined that marketing it is “appropriate for the protection of public health.”

The FDA has already tested a faster approach specifically for nicotine pouches.

In 2025, the agency launched a pilot program aimed at reviewing pouch applications more efficiently. Instead of changing the standard products had to meet, FDA changed parts of the process used to get there.

Of the 43 nicotine pouches authorized so far, 23 went through the pilot program. FDA said the new approach allowed some scientific reviews to be completed in record time.

Now regulators appear to be considering taking that idea further.

More choices for adult nicotine consumers.

If FDA can review products faster, more nicotine pouches could complete the process instead of waiting years for a decision. That could eventually mean a wider selection of authorized products.

We’ll be watching to see what comes next and will keep you posted.

Northerner reviews products for FDA marketing authorization or qualifying pending Premarket Tobacco Product Application status before listing, consistent with its internal product-selection process.

Product status is subject to review and does not mean that an unauthorized product is FDA approved or authorized.

Laura Leigh Oyler is an employee of Northerner Scandinavia, Inc., a subsidiary of Haypp Group AB, and wrote this article as part of her employment. This article is provided for informational and advertising purposes only. It does not make any claim that nicotine pouches are safe, safer than cigarettes or other tobacco products, or effective for smoking cessation. Any reduced-risk or modified-risk claim would require separate authorization from the U.S. Food and Drug Administration for the specific product. Nicotine is addictive and intended only for adults age 21 and over who currently use tobacco or nicotine. Adults considering changes to their tobacco or nicotine use should consult a qualified healthcare professional.