I'm old enough to remember a time when people smoked in pubs, which seems almost unimaginable now. Recently though, I've noticed something new, more and more people using nicotine pouches. They may think it's discreet, but the bulging lip and slight lisp are something of a giveaway. Tobacco products containing nicotine were once openly marketed as a way to relax and focus. Times have changed, but the industry's ambitions have not.
Since the dangers of smoking were firmly established, the tobacco industry has been forced to change its approach. The new push is nicotine pouches, repackaged and sold to a new audience as a safer alternative to smoking.
Big Tobacco is now marketing nicotine as a clean, modern productivity tool. Influencers claim it provides energy and focus, with little mention of the risks. The language is that of biohacking and self-optimisation. The product is the same addictive substance, dressed up for a new generation.
Nicotine is a highly addictive stimulant with a short half-life of around two hours. The body clears it quickly, and as the dopamine spike fades, cravings follow. This cycle of brief relief and rapid withdrawal is what makes nicotine so difficult to give up. Beyond addiction, it carries real health risks. It has cardiovascular effects, is linked to poor oral health, and has been identified as a neurotoxin that can interfere with brain development.
That last point is particularly important as these products are being marketed directly to young people. Sweet flavours and social media influencers with large teenage followings are making these products popular amongst the younger generation. The rebrand may be sleek, but the substance and its risks have not changed. Nicotine pouches are not a wellness tool. They are the latest chapter in a long history of the tobacco industry finding new ways to create new customers, starting as young as possible.
👋 For the new joiners: I’m Suraj, also known as Dr Sooj - a primary care doctor & health content creator. I love navigating the complex world of health and wellness and breaking down complicated concepts.
Every Sunday, I share something interesting that weaves together science and medicine with real life. The aim is to help you live happier and healthier, without any fear-mongering!
Feel free to share this newsletter on your socials, and it would be amazing if you can forward this email on to your friends & family who love learning random things about their health. You can find the subscribe link here.
If you ever have thoughts, questions, or just want to say hey, you can reply directly to this email 😀. I read every message I get!
Suraj (Doctor Sooj)
References:
1. NSW Health. Nicotine pouches [Internet]. Sydney: NSW Government; 2026 [cited 2026 May 23]. Available from: https://www.health.nsw.gov.au/nicotinepouches
2. American Lung Association. The severe dangers of nicotine biohacking [Internet]. American Lung Association; 2026 Apr 20 [cited 2026 May 23]. Available from: https://www.lung.org/blog/nicotine-biohack-dangers
3. Castro EM, Lotfipour S, Leslie FM. Nicotine on the developing brain. Pharmacol Res. 2023 Apr;190:106716. doi: 10.1016/j.phrs.2023.106716. Epub 2023 Mar 1. PMID: 36868366; PMCID: PMC10392865.