In this in-depth commentary for 2Firsts, Alan Zhao examines what Altria’s on! PLUS authorization really signals about FDA PMTA enforcement. Beyond the headline approval, FDA’s language, process design and product choices offer rare insight into how nicotine pouch regulation is taking shape—and what it means for industry compliance, in one of the earliest expert reads of the decision.

The U.S. Food and Drug Administration has confirmed that six on! PLUS nicotine pouch products have received Marketing Granted Orders (MGO) through the PMTA pathway. The authorizations were completed under the agency’s nicotine pouch review pilot program in “record time,” with the FDA citing lower levels of harmful constituents while stressing that the decision applies only to the specified products and does not mean they are safe or FDA approved.

Altria on December 19 confirmed that six on! PLUS nicotine pouch products had received U.S. FDA marketing authorization, ending a PMTA review lasting more than a year after the company moved ahead with launch plans before clearance.

The U.S. Food and Drug Administration (FDA) has added ON! Plus nicotine pouch products to its list of authorized products, disclosing that the brand has received Marketing Granted Orders (MGO) through the Premarket Tobacco Product Application (PMTA) pathway. The update makes on! Plus the second nicotine pouch brand authorized via PMTA, following ZYN. As of publication, the FDA had not issued a separate press release on the decision.

Imperial Brands’ vaping brand blu has outlined its flavour roadmap for 2026 on its official website, adding a new “Creamy Tobacco” flavour that has been rolled out across the rechargeable blu bar kit and its compatible blu kit pods. The brand describes the flavour as offering a more velvety tobacco taste.