‘A Candy Shop of Deception’ Report Uncovers 125% Increase in Nicotine Pouch Use by Youth
Investigation shows retailers illegally selling cola and bubblegum-flavored nicotine pouches with sky high doses of nicotine
Contact: Emily DiFrisco, [email protected]
OAKLAND, CALIFORNIA – Today the nonprofit watchdog the Center for Environmental Health (CEH) released a new report A Candy Shop of Deception: Big Tobacco’s Evolving Plan to Addict Generations of Users. The report shows a sharp rise in youth use of nicotine pouches, increasing 125 percent in the past four years, and CEH’s in-person investigation of California smoke shops and gas stations, where 45 percent of retailers were illegally selling nicotine pouches in candy or fruit flavors.
“CEH’s secret shoppers were able to purchase flavored nicotine pouches from in-person and online retailers, and our photos look eerily like a candy shop,” said Caitlin Moher, Research Manager at CEH and the report’s author. “We found hundreds of nicotine pouches in more than 50 flavors. While most pouches we found were sold in strengths between two and 12 milligrams of nicotine per pouch, three stores were selling nicotine pouches with 50 mg of nicotine per pouch, in cherry cola, bubblegum, and strawberry cheesecake flavors. This can be a lethal dose of nicotine according to the CDC.”
Using flavors to addict youth to nicotine products is a well-documented phenomenon, which is why California banned retailers from selling flavored varieties of tobacco products as of January 1, 2025. However, CEH’s investigation shows that retailers are violating the law.
“CEH has taken on Big Tobacco for more than a decade, including securing the first legally binding agreement that forced JUUL to end its marketing to teens in 2019,” said Kizzy Charles-Guzman, Chief Executive Officer at CEH. “We all know young adults who became addicted to nicotine before they were even out of middle school. Now nicotine pouch companies are using the same tactics to hook a new generation: flavors, youth marketing, and easy access. As a national public health watchdog, CEH will not stand by while another wave of young people is targeted.”
“As a physician, I am deeply concerned about the rise of nicotine pouch use among youth. Just like e-cigarettes, nicotine pouches come in ‘fun’ flavors and are an even more discreet way to consume nicotine with the potential to hook adolescents into long-term nicotine addiction and harm their brain development—inhibiting the ability to control attention and learning, mood, and impulse control,” said Dr. Vin Gupta, a noted pulmonologist.
“Videos promoting nicotine pouches like Zyn have soared on Tik Tok. A 2024 study showed the top 100 videos under the hashtag #ZYN were viewed by more than 400 million people. Almost all videos portrayed nicotine pouches positively, and only 5 percent presented nicotine pouch use as a smoking cessation method. I am a parent of two middle schoolers, and it is unconscionable that companies would prey on vulnerable young people,” said Emily DiFrisco, Senior Director of Communications at CEH.
“As with e-cigarettes and cigarettes before that, the tobacco industry needs to be closely monitored to ensure that its marketing tactics do not lure young people into decades of nicotine addiction,” said Rob Rosenheck, Chair of the Board of the Center for Environmental Health. “Youth-appealing flavors of nicotine products should no longer be sold and distributed, and more oversight is needed. Companies need to follow stringent guidelines to ensure ads for nicotine and tobacco products are not reaching youth, and social media influencers are not promoting such products to younger audiences.”
For nearly 30 years, CEH has tested thousands of products, exposed companies for harming consumers, and forced them to remove chemicals that cause cancer, birth defects, brain damage, or other illnesses. CEH works with communities, parents, consumers, workers, government, and the private sector to demand and support business practices that are safer for public health and the environment, for a safer, healthier, future.
Take the pledge to talk to youth about the health effects of nicotine pouches.