Big Take Podcast
Influencers Fueled Zyn’s Rise. Could the Attention Backfire?
Today on the Big Take podcast: TikTok ‘Zynfluencers’ boosted the nicotine pouches’ profile. That attention could lead to its downfall if teens get hooked.
Zyn smokeless nicotine pouch containers for sale in the Brooklyn, New York.
Photographer: Shelby Knowles/BloombergThis article is for subscribers only.
Never miss an episode. Follow The Big Take daily podcast today.
Zyn nicotine pouches hit the market as a run-of-the-mill tobacco-replacement product, but over the past few years, they’ve gone viral thanks to so-called “Zynfluencers”: content creators who post about Zyn. They’re not paid by Zyn’s parent company Philip Morris, and while the online hype has likely helped sales, it also presents risks for the tobacco giant.