(PRUnderground) March 12th, 2026

As the UK continues its drive toward a smoke-free future, nicotine pouches are emerging as a modern smoke-free alternative to cigarettes. Delivering nicotine without the harmful chemicals found in cigarette smoke, these non-combustible products have proven an effective alternative to cigarettes in countries like Sweden, where they have helped reduce smoking rates and smoking related illness.

Here, Dr Marina Murphy, Senior Director of Scientific Affairs at Haypp explains why the UK needs a 20mg nicotine limit per pouch for nicotine pouches to unlock their full potential as a harm reduction tool.

What are nicotine pouches?

Nicotine pouches are small pouches that are placed between the lip and the gum that deliver nicotine without combustion. They are tobacco leaf free and non-combustible which greatly reduces exposure to toxicants compared with cigarettes. In Sweden, products like snus and nicotine pouches have been key to that country achieving smoke-free status. They could play a similar role in the UK if regulated proportionately.

Why is it important to have a regulation on the amount of nicotine in a pouch?

Proportionate regulation balances public health with consumer choice. A legal maximum of 20mg nicotine per pouch ensures adult smokers have access to a viable alternative to cigarettes, while limiting the risks associated with ultra-strength products.

Why is 20mg the recommended limit for nicotine pouch strength?

This provides a nicotine experience comparable to a cigarette without exposing consumers to unnecessarily high levels of nicotine. This means that this level of nicotine is sufficient to make a pouch a viable alternative to a cigarette and so encourage smokers to switch to a lower risk product. Some products available on the UK market can have up to 150mg per pouch which experts have deemed unnecessarily strong. Haypp has voluntarily set an upper limit of 20mg per pouch on its ecommerce platforms. It does not sell any products with nicotine levels stronger than 20mg.

What does science say about nicotine strength?

A 20mg maximum is sufficient to support smokers in moving away from cigarettes. This level aligns with both Swedish and British industry standards for nicotine pouches. 20mg also sets a clear and understandable upper limit for consumers and retailers so they can recognise and adhere to the standard.

What should the UK government do?

The Tobacco and Vapes Bill gives the government the authority to regulate the nicotine content in pouches. Setting a 20mg limit per pouch will ensure an effective smoke-free alternative to cigarettes is available to adult smokers while protecting the public from ultra-strength products.

About Haypp

Haypp Group is leading the global shift from smoking to reduced risk alternatives. With roots in the pioneering smoke-free alternative markets of Scandinavia, Haypp uses its e-commerce leadership and regulatory expertise to bring compelling value to over 1.1 million consumers. Operating through eleven distinct e-commerce brands, the Group is active in six countries in Europe and the USA.

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Original Press Release.