The global disease and death burden from risky forms of oral tobacco such as gutkha, zarda, naswar, and American chew products – as well as from smoked tobacco such as cigarettes, bidis, cigars, cigarillos, and shisha – is huge. There are over a billion current users of such tobacco products, and over 7 million annual deaths from their long-term use. The success rate of quitting such risky forms of tobacco is unacceptably low and the rate of relapse among quitters is too high. Thus, it’s crucial to innovate and develop better cessation products and services. And we believe nicotine pouches could be one such cessation option.