“Limit for pouches”: Three questions for …Jonas Lundqvist, NNPA

Die Tabak Zeitung // InterTabac is getting closer and closer. DTZ asked well-known industry representatives what they expect from this year’s trade fair. Today: Jonas Lundqvist, Managing Director of the Nordic Nicotine Pouches Alliance (NNPA).

Why is your organization participating as an exhibitor?

Jonas Lundqvist: InterTabac is an excellent opportunity for the NNPA to engage with stakeholders from the entire value chain and discuss the importance of a responsible value chain. In order to enter into a dialog with political decision-makers, we need pouch products on the market that meet certain standards and can be accepted from a political perspective. We are convinced of this product and that consumers should be given the opportunity to choose a less harmful product. Collaboration with stakeholders in the value chain is crucial to reach policy makers in the European Union.

What developments are currently driving the market for nicotine pouches?

Lundqvist: The NNPA has focused on creating awareness and highlighting the importance of a responsible value chain. Over the last five years at InterTabac, we have seen a clear change in the exhibitors. When we first visited, there were many manufacturers with very strong products as well as products with cartoon prints or other packaging that could appeal to minors. I am convinced that consumers are becoming increasingly aware of the health risks associated with consumption. In the context of nicotine consumption, it is primarily about reducing risks. Nicotine pouches meet precisely these requirements for many consumers.

What political framework conditions does the industry need?

Lundqvist: We need regulations that limit the nicotine content and laws that prevent packaging from appealing to minors. For 20 years, the NNPA has been arguing for a maximum limit of 20 milligrams per pouch. And we believe that nicotine pouches should be taxed.