It’s the Part of Cigarettes That Keeps You Hooked. Some Say We’ve Been Looking at It All Wrong.
Tucker Carlson recently stood in a rural field as a helicopter delivered a massive circular container. Carlson, dressed in a puffer vest and flip-flops, joked that the amount of nicotine inside the vessel could save the world. While Zyn later clarified that Carlson’s claims had no scientific basis, the moment signaled a major shift in how nicotine is perceived in America. Although smoking has reached historic lows, nicotine is experiencing a resurgence as a lifestyle and wellness tool, divorced from the traditional cigarette.
Nicotine Promoted as a Productivity Product
This new movement is driven by biohackers, gym enthusiasts, and podcasters who view nicotine pouches as a way to enhance daily performance. Dave Asprey has written that the substance can improve brain function, while Joe Rogan and Full Send co-founder Kyle Forgeard have discussed their use of these products publicly. During an interview with Forgeard, Sean Hannity described oral nicotine pouches as pretty awesome. Even RFK Jr., the Health and Human Services secretary, appeared to use a pouch during his recent confirmation hearing.
The trend is particularly strong among young men. Andrea Villanti, the deputy director of the Rutgers Institute for Nicotine and Tobacco Studies, notes that nicotine is now being marketed as a tool for fitness and productivity rather than a recreational drug. One company, Athletic Nicotine, was established in 2023 by former Texas Tech quarterback Jason Winn. The brand markets its products as win-wallets that provide personal power and flavor profiles that outperform the competition.
FDA Authorized Zyn in 2025
The federal government has taken a different view of these products. When the Food and Drug Administration authorized the sale of Zyn in 2025, the agency stated that such products could help adult smokers transition away from cigarettes. However, a regulatory loophole previously allowed Zyn to market its pouches before that official authorization was finalized. While standard nicotine gums or lozenges typically contain 2 milligrams of the chemical, pouches can provide a dose similar to that of a combustible cigarette.
Public health officials are concerned that a new generation is becoming addicted under the guise of wellness. Brian King, an executive vice president at the Campaign for Tobacco-Free Kids, reports that pouches are the only tobacco-related product seeing an increase in use among Americans aged 18 and younger. Data suggests the growth is largely fueled by men between the ages of 16 and 24.
Risks of Long Term Dependence
The history of nicotine regulation dates back decades. In 1952, Reader’s Digest published Cancer by the Carton, which linked smoking to lung cancer and changed public perception. By 1994, an FDA panel officially determined that nicotine was the addictive component in cigarettes. Today, smoking rates are at an all-time low. According to a 2024 report in NEJM Evidence, fewer than 10 percent of U.S. adults and only 1.4 percent of teenagers currently smoke.
Despite the decline of cigarettes, the chemical itself remains a powerful stimulant. It triggers dopamine release and binds to brain receptors associated with attention and memory. However, Robert Jackler, a professor at the Stanford University School of Medicine, warns that companies are using marketing tactics to present nicotine as a panacea for life's challenges. Jackler, who led a World Health Organization report on the subject in May, notes that ads promise to help users find their flow or courage.
While users seek a cognitive boost, the medical risks remain significant. Brian King points out that nicotine is a vasoconstrictor that increases heart rate and blood pressure. These effects can harden arteries and damage blood vessel linings, significantly increasing the risk of heart attacks. Experts argue that the short-term benefits of focus do not justify the long-term dangers of cardiovascular disease and addiction.
Source: slate.com · 2026-11-10