The FDA has authorised the marketing of four new oral tobacco products after data showed that they were unlikely to appeal to youths and non-smokers, according to an FDA press release.

The US Food and Drug Administration (FDA) has permitted the marketing of four new oral tobacco products from US Smokeless Tobacco Company LLC, which are sold under the brand name Verve. After the FDA’s review of available scientific evidence in the company’s premarket tobacco product applications (PMTAs), it found that the four products (Verve Discs Blue Mint, Verve Discs Green Mint, Verve Chews Blue Mint, and Verve Chews Green Mint) were not likely to appeal to youths, non-smokers or former tobacco users.
The Verve products that are chewed and then discarded, contain nicotine derived from tobacco, however, they do not contain cut, ground, powdered or leaf tobacco, according to the FDA press release. Although the products have been deemed “appropriate for the protection of the public health” and are allowed to be legally sold in the US, it does not mean that the products are safe or “FDA approved”, the press release stresses. The FDA will continue to monitor the Verve products and has placed restrictions on how they are allowed to be marketed.
“Ensuring new tobacco products undergo a robust premarket evaluation by the FDA is a critical part of our mission to protect the public—especially kids. While these are mint flavoured products, data submitted to the FDA show the risk for youth uptake of these particular products is low, and stringent marketing restrictions will help prevent youth exposure,” said Mitch Zeller, J.D., director of the FDA’s Center for Tobacco Products. “Importantly, evidence shows these products could help addicted smokers who use the most harmful combusted products completely switch to a product with potentially fewer harmful chemicals.”