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Key Takeaways:
- Regulatory milestone: ON!® PLUS has passed FDA PMTA review and received a Marketing Granted Order (MGO), entering the list of nicotine pouch products authorized for legal sale in the United States.
- Product configuration: All six authorized products feature a Slim pouch format with FlexTech elastic pouch material, contain 20 pouches per can, and are limited to 6 mg and 9 mg nicotine strengths.
- Flavour strategy: Authorized flavours focus on Mint, Wintergreen, and Tobacco, reflecting a conservative flavour structure aligned with current U.S. regulatory expectations.
2Firsts, December 22, 2025 — On December 19, 2Firsts observed that the U.S. Food and Drug Administration (FDA) updated its official list of “Nicotine Pouches Authorized Products,” disclosing that ON!® PLUS nicotine pouch products have successfully passed Pre-Market Tobacco Product Application (PMTA) review and received Marketing Granted Orders (MGOs), allowing them to be legally marketed in the United States.
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Based on the FDA’s latest authorization disclosures, 2Firsts reviewed information from the official on!® website and publicly available sources to systematically organize the core specifications and parameters of the six ON!® PLUS nicotine pouch products that have passed PMTA review and received MGOs, as detailed below.
Graphic: 2Firsts
Two Nicotine Strengths (6 mg / 9 mg) Three Traditional Flavours: Mint, Wintergreen, Tobacco
According to the authorized product specifications, all six ON!® PLUS nicotine pouch products adopt a Slim pouch format and utilize FlexTech (Flexible Pouch Technology) elastic pouch material, with 20 pouches per can. In terms of nicotine strength, the products are limited to 6 mg (Regular) and 9 mg (Strong) variants.
From a flavour perspective, the six MGO-authorized products are concentrated in Mint, Wintergreen, and Tobacco—traditional flavour categories. Overall, the flavour structure is relatively conservative, aligning with the mainstream acceptance range under the current U.S. regulatory framework for nicotine pouches.
Channel information indicates that ON!® PLUS nicotine pouches are manufactured by Helix AB (Sweden) and commercially operated in the U.S. market by Altria Group, Inc. The primary sales markets include the United States and the United Kingdom, with distribution also extending to other European countries.
Image source: Helix AB
According to Helix Sweden AB’s official website, the retail price of on!® PLUS in the UK market is £39.9 per 10 packs.
ON!® PLUS Product Line:Up to 11 mg and Multiple Mixed Flavours in the UK Market
According to the official on!® product pages, the ON!® PLUS product line offers a more comprehensive range of strengths and flavours in the UK market. Nicotine strength options include 6 mg (Regular), 9 mg (Strong), and 11 mg (Extra Strong), with 11 mg representing the highest strength in the series and available only in selected flavours.
Image source: on!® official website
In terms of flavours, the UK market extends beyond traditional options and includes:
- Mint
- Smooth Mint
- Citrus (grapefruit, lime, and citrus blend)
- Berry (red berry profile)
- Raspberry Lemon
- Watermelon Mint
Overall, most flavours are offered in Regular and Strong strengths, with selected variants extending to Extra Strong.
on!® mini:A Differentiated Product Line Featuring Ultra-Small Size and Dry Pouch Design
In addition to ON!® PLUS, the on!® brand also showcases the on!® mini nicotine pouch line on its official website. This series emphasizes an ultra-small format and high discreteness, and is positioned by the brand as one of the smallest nicotine pouch products currently available on the market.
Image source: on!® official website
Unlike ON!® PLUS, which is described as a “moist slim nicotine pouch,” the on!® mini series adopts a dry pouch design, featuring a more compact pouch structure.
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