The British Empire ran on tea. The Ottoman court ran on coffee. Today, America’s power brokers are fueled by ZYN nicotine pouches.
The small white packets have made their way into the mouths of several top Trump administration officials and MAGA influencers, including Health and Human Services Secretary Robert F. Kennedy Jr. and Tucker Carlson.
The trend has even caught the attention of President Donald Trump. After a meeting with tobacco industry executives earlier this month, the 79-year-old president — who neither smokes nor drinks — called Kennedy to learn more about the hot new product, according to The Wall Street Journal.
Soon after, the Food and Drug Administration announced a new policy allowing ZYN pouches to be sold more widely, even without full scientific authorization from the regulatory agency.
“The only guiding factor behind the Trump administration’s health policymaking is Gold Standard Science,” White House spokesperson Kush Desai told the outlet. “FDA’s regulatory treatment of nicotine pouches is rooted in recent evidence that has found that nicotine pouches can help adults quit smoking.”
ZYN, sold in round plastic containers and manufactured by Philip Morris International, has surged in popularity in recent years. A study published last year found its market share jumped from 4 percent of the oral tobacco and nicotine market to 44 percent by 2024. Other major brands include Velo and On!
Advocates say the tobacco-free pouches — which can be discreetly administered between the gums and lips — deliver a nicotine rush without the cancer risks associated with cigarettes. Still, public health experts warn that they carry cardiovascular risks and may pose dangers for young people, the Journal reported.
In recent months, the flavored pouches have gained a following across the top ranks of the Trump administration, where officials have been seen stockpiling containers ahead of international trips.
Among their most prominent backers is Kennedy, who has openly endorsed the products, calling them “probably the safest way to consume nicotine.” He was even seen appearing to place a pouch in his mouth during a confirmation hearing before Congress. ZYN was also “readily available” at the Florida home of Dr. Mehmet Oz — now the administrator of the Centers for Medicare & Medicaid Services — during a visit from Kennedy, the outlet reported. Several of Kennedy’s staffers are also known to use the pouches.
Nicotine use appears widespread beyond civilian leadership.
Last month, General Dan Caine, chairman of the Joint Chiefs of Staff, said U.S. service members involved in the ongoing Iran war rely on copious quantities of the substance, though he did not specify the form.
“We consumed more than 6 million meals and, by my estimate, 950,000 gallons of coffee, 2 million energy drinks, and a lot of nicotine — but I am not saying that we have a problem,” Caine told reporters.
In 2024, a photo of a U.S. fighter pilot with a blue ZYN container visible in the cockpit went viral, drawing more than 12 million views on X. The caption read: “Zyn fuels the American warfighter.”
Produced in Kentucky and Sweden, the gum-sized pouches may owe part of their prominence in MAGA circles to Tucker Carlson, the former Fox News host turned influential podcaster.
During a 2023 appearance on a comedian’s podcast, Carlson popped a pouch into his mouth, calling it “unbelievable” and a “powerful work-enhancer.” He later launched his own nicotine brand, Alp, which he frequently promotes on his own show.
The product’s rise may just be beginning.
Shortly after Trump’s meeting with tobacco industry executives, the FDA signaled a more permissive approach, allowing more ZYN containers to reach store shelves. Under the new policy, the agency will not penalize products that go to market as long as they have submitted applications for FDA approval.
“These products could be a huge help to addicted smokers who would be interested in switching to them,” Mitch Zeller, a former FDA regulator, told the Journal. “On the risk side, the challenge is that these flavors can be appealing to children. And even if these products are less risky than cigarettes, no kids should be initiating on these products.”
Some studies have warned that the potential health risks of nicotine pouches remain poorly understood.
“Although they contain fewer harmful substances than traditional tobacco products, some types do contain harmful chemicals including formaldehyde, chromium, and tobacco-specific nitrosamines, which raise concerns about potential long-term health risks,” a 2025 study published in the journal Frontiers in Public Health concluded.
The Independent has reached out to the White House and Philip Morris International for comment.
