Synthetic Cooling Agent in Oral Nicotine Pouch Products Marketed as “Flavor-Ban Approved”

Background US sales of oral nicotine pouches (ONPs) have rapidly increased, with cool/mint-flavored ONPs the most popular. Restrictions on sales of flavored tobacco products have either been implemented or proposed by several US states and localities. Zyn, the most popular ONP brand, is marketing Zyn-”Chill” and Zyn-”Smooth” as “Flavor-Ban Approved”, probably to evade flavor bans. At present it is unclear whether these ONPs are indeed free of flavor additives that can impart pleasant sensations such as cooling. Methods Sensory cooling and irritant activities of “Flavor-Ban Approved” ONPs, Zyn-”Chill” and “Smooth”, along with “minty” varieties (Cool Mint, Peppermint, Spearmint, Menthol), were analyzed by Ca2+ microfluorimetry in HEK293 cells expressing the cold/menthol (TRPM8) or menthol/irritant receptor (TRPA1). Flavor chemical content of these ONPs was analyzed by GC/MS. Results Zyn-”Chill” ONP extracts robustly activated TRPM8, with much higher efficacy (39-53%) than the mint-flavored ONPs. In contrast, mint-flavored ONP extracts elicited stronger TRPA1 irritant receptor responses than Zyn-”Chill” extracts. Chemical analysis demonstrated the presence of WS-3, an odorless synthetic cooling agent, in Zyn-”Chill” and several other mint-flavored Zyn-ONPs Conclusions Synthetic cooling agents such as WS-3 found in ‘Flavor-Ban Approved’ Zyn-“Chill” can provide a robust cooling sensation with reduced sensory irritancy, thereby increasing product appeal and use. The label “Flavor-Ban Approved” is misleading and may implicate health benefits. Regulators need to develop effective strategies for the control of odorless sensory additives used by the industry to bypass flavor bans.