22nd Century Group, Inc. has chosen South Korea as the first market to launch its MRTP authorized VLN® cigarettes, according to a company press release.

Since the FDA announced its historic landmark decision to authorize 22nd Century Group’s VLN® King and VLN® Menthol King as the first and only reduced nicotine content (RNC) cigarettes under its Modified Risk Tobacco Product (MRTP) designation, the company has been gearing up to release the products. Now, 22nd Century Group has chosen the market for its pilot launch – South Korea. According to a company press release, the USD 1.6 billion South Korean tobacco market will be the first international market to commence sales of its VLN® reduced nicotine content cigarettes.
“South Korea is an ideal international launch market in many ways, with a high smoking rate among developed countries and a government strongly committed to smoking harm reduction. We expect the first sale of VLN® reduced nicotine content cigarettes to our South Korean partner to occur by the end of March,” said James A. Mish, Chief Executive Officer.
Mish said that South Korea was the perfect country to test the waters of the new VLN® products as the government there has already put a lot of effort into smoking cessation over the last 20 years and is committed to advancing alternative products to help curb smoking activity in the country. “Approximately one in three adult men in South Korea are smokers, and an estimated 6 per cent of adult women smoke. […] We are excited to make VLN® reduced nicotine content products available in South Korea to help break the nicotine addiction cycle and support this important effort.”
According to the press release, 22nd Century Group expects the first revenue from shipment to in-market partner by the end of March 2022 and will continue its launch process in other markets across Asia and Europe with limited regulatory barriers. Furthermore, the country is planning to enter the US tobacco market, which is worth USD 80 billion.