Pouches are the most considerate, low-risk, and eco-friendly harm-reduction innovation ever created. They’ve already helped millions—especially women—quit smoking for good. In Sweden, pouches played a decisive role in slashing female smoking rates, saving lives, and boosting public health—so effectively that the country is now the first in the world to be officially smoke-free.
But this success story is under threat. Across Europe, misguided policies risk restricting or overtaxing these life-saving alternatives. We can’t allow progress to be rolled back.
We’re making sure Europe’s policymakers hear directly from the people who matter most — Pouch users.
From Prague to Brussels, the Protect Pouches Tour 2025 will gather real stories from everyday consumers and put them straight into the hands of decision-makers. Our goal: fight for fair, science-based policy that protect choice and save lives.
How We’ll Do It: We’ll roll into iconic city spots with our signature coffee bike—chatting with consumers, listening to their journeys, and collecting handwritten postcards addressed to the politicians shaping pouch policy. Every story we deliver is a powerful reminder that these products change lives.
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Together, we can protect safer choices, improve public health, and make Europe smoke-free.
Consumer stories showing real-world benefits of using pouches to quit smoking.
Science-based evidences that shows how safer nicotine alternatives, such as pouches, save lives.
Policy that keeps nicotine pouches affordable, with lower taxes, and avoid unnecessary restrictions on flavours.
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