March 2026: on! PLUS Expands Nationwide Retail Availability in the U.S.
Altria announced the national retail expansion of on! PLUS nicotine pouches. on! PLUS is the first nicotine pouch product authorized through the U.S. Food and Drug Administration (FDA)’s pilot program designed to expedite the review of premarket tobacco product applications (PMTA). on! PLUS, available in three flavors and two nicotine strengths, features the proprietary NICOSLIK technology and a built-in compartment for responsible disposal.
Building on its availability through e‑commerce and at participating retailers in North Carolina, Florida, and Texas, on! PLUS began wholesale deliveries on March 16, 2026. It is expected to reach participating retailers nationwide beginning March 23, 2026.
FDA-authorized on! PLUS products:
| on!PLUS Mint, 6 mg | on!PLUS Wintergreen, 6 mg | on!PLUS Tobacco, 6 mg |
| on!PLUS Mint, 9 mg | on!PLUS Wintergreen, 9 mg | on!PLUS Tobacco, 9 mg |
May 2025: Altria’s FUMI nicotine pouches hit the market in the UK
Altria’s slim & “wet” nicotine pouch brand, FUMi (- as opposed to the mini & dry nicotine pouch brand, on! marketed in the U.S.) became available on the online platforms in the UK. FUMi is available in 3 nicotine strengths (4mg, 8mg and 11mg per pouch) and 9 flavors: Salty Raspberry, Salty Violet, Fiery Mango, Freezy Mint, Minty Blueberry, Prickly Pear, Tangy Apple, Tangy Strawberry and Zingy Ginger. Not all flavors are available in different nicotine strengths: for example, only FUMi Freezy Mint is available at the 11mg/pouch strength. FUMi comes in colour-coded cans that match each flavor in order to help users distinguish between different variants more easily.
The standart price for FUMi is £4.49 per can – sold at a 10% discount to the market-leader, VELO (£4.99 per can). Nevertheless, for trial purposes, FUMi can be purchased as low as £0.99 per can. With the launch of FUMi in the UK, Altria is test marketing a different pouch format (slim) and a “bold” range of flavors (berry/fruit, liquorice, spices, mint fusions) in order to sharpen its understanding of the nicotine pouch category and strengthen its product lineup.
February 2025: Altria adds two new flavors to the on! PLUS portfolio and announces the launch of FUMI nicotine pouches
Marlboro-maker, Altria defines its on! PLUS products as a tobacco-derived nicotine (TDN) pouch product made from a proprietary “soft-feel” material to provide a more comfortable experience. on! PLUS pocuhes are larger than the leading US brands, such as ZYN. Altria’s Helix affliate submitted marketing authorization requests to the US FDA for nine on! PLUS products: three flavors (tobacco, mint, wintergreen) in three different nicotine strengths (6mg, 9mg, 12mg).
While waiting for the US FDA review, Altria is testing on! PLUS in Sweden and the United Kingdom at select retail stores and e-commerce. Altria doubled the retail distribution of on! PLUS in the international markets throughout 2024 and states that its FLEX TECH pouches offer a unique product experience, enabling on! PLUS to gain encouraging steady momentum in the test markets. Specifically, Altria claims that on! PLUS is the second best-selling brand on the (online retailer) Haypp’s UK platform. Assuming that BAT’s VELO is the best-selling brand, Altria’s claim implies that on! PLUS sells better than PMI’s ZYN (- an implicit signal for the future of the US market once on! PLUS is authorized by the US FDA).
Altria also announced that two new flavors, Raspberry Lemon and Watermelon Mint, will be added to the on! PLUS portfolio in both markets to appeal to the evolving consumer preferences. Altria is planning to launch on! PLUS in the additional international markets in 2025.
Morover, Altria will introduce a new nicotine pouch brand, FUMi, in the international markets. FUMi pouches will be slim and “wet” (high moisture content) as opposed to mini and “dry” (low moisture content) on! pouches (- and more moist than on! PLUS). FUMi will come in 9 “bold” flavors, such as Salty Violet, Tangy Strawberry, Minty Blueberry and Freezy Mint. According to Altria’s own consumer research, 80% of the slim/wet pouch users showed interest on the FUMi product. Altria did not state whether they will submit marketing authorization request to the US FDA for the FUMi nicotine pouches.
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