Pre- and Post-Flavor Ban Oral Nicotine Pouches: A Chemical, Sensory, and Young Adult Appeal Analysis.
IMPORTANCE: The tobacco industry exploits legislative loopholes by introducing products with novel constituents, sensory features, and/or branding to bypass flavor restrictions and maintain appeal, particularly among young populations. Post California's 2022 flavor ban, leading oral nicotine pouch (ONP) brand (ZYN) started marketing two new "unflavored" products, Classic and Original, but it is unknown if they differed from pre-ban products marketed as "flavor-ban approved" (Chill and Smooth) in their chemical composition, sensory characteristics and human appeal. METHODS: Nicotine, menthol, and synthetic coolants, WS-3 and WS-23, were quantified using gas chromatography-mass spectrometry. Menthol receptors (TRPM8 and TRPA1) activity was measured by calcium-microfluorimetry to assess cooling-and irritation-potential. ONP sensory attributes and appeal were assessed in young-adults (21-25Yr old) after 5-minute standardized use in a double-blind, randomized remote trial. RESULTS: "Chill" and "Classic" ONPs contained WS-3 exclusively (0.24±0.02 mg/pouch), with consistent levels across nicotine strengths; "Smooth" and "Original" contained neither menthol nor WS-3. Extracts of "Chill" and "Classic" robustly activated the cold/menthol TRPM8-receptor with similar potency and efficacy, while weakly activating the sensory irritant TRPA1 receptor. Human participants rated "Chill" and "Classic" as having stronger cooling sensations (p<0.05), while "Classic" was rated as more minty flavored when compared to unflavored "Smooth" and "Original" (p<0.005) ONPs. CONCLUSIONS AND RELEVANCE: Pre- and post-ban ONPs showed similar chemical, sensory, and appeal profiles based on WS-3 presence. By using concept names and sensory cues to disguise flavors, industry exploits regulatory loopholes to sustain marketing of banned products. WHAT IS ALREADY KNOWN ON THIS TOPIC: Oral nicotine pouches (ONPs) have gained popularity among young adults, and manufacturers have introduced products and marketed as "ban-compliant" with concept names and sensory additives that may mimic flavors despite flavor bans. WHAT THIS STUDY ADDS: Chemical, receptor, and sensory analyses of pre- and post-ban ZYN ONPs showed both contained the synthetic coolant WS-3, producing flavor-like cooling sensations even without menthol or other flavor compounds. HOW THIS STUDY MIGHT AFFECT RESEARCH PRACTICE OR POLICY: Findings indicate that post-ban ONPs retain the same sensory and chemical properties as pre-ban products, highlighting enforcement challenges when odorless sensory additives and branding strategies allow products to retain flavor-like effects despite legislative restrictions.
