Tobacco Asia

32 tobaccoasia Issue 3, 2023 May / June John Miller, president tobacco division at 22nd Century Group. Credit: 22nd Century Group, Inc John Pritchard, v.p. of regulatory science at 22nd Century Group. Credit: 22nd Century Group, Inc VLN cigarettes have 95% less nicotine than regular brands. Credit: 22nd Century Group, Inc One of them is no longer on the market due to patent disputes, while another two are modern oral products. The fourth one is VLN, and it remains to date the one and only MRTP-authorized combustible cigarette brand in the country. On top of specific marketing advantages, the recognition also qualifies VLN for tax reductions in certain states. "The MRTP tax saving is a great incentive for adult consumers in the seven states that [currently] offer those price reductions," said Miller. Soon in a state near you VLN was first commercially launched in the state of Illinois in 2022, followed by Colorado in the same year. In early 2023, the very-low nicotine brand became avail- able in Wisconsin, but at least another six states also are lined up for a launch this year: Arizona, New Mexico, Utah, Texas, California, and Florida. If things pan out, it could well be more, though. "VLN has been approved in 46 states [and] we are constructing plans to be in at least 18 states by the end of 2023," divulged Miller. And there is movement in overseas markets, too. According to Miller, the launch of VLN was announced in South Korea in 2022, though the product has not yet actually appeared on retail shelves there. In addition, the company in early 2023 said that it is going to launch retail pilot tests in Japan and Switzerland, with local partners in both countries al- ready on stand-by. "We anticipate all three countries to have products at retail by this year," asserted Miller. Embarking on the road to reduced nicotine intake So… what role can very low nicotine cigarettes like VLN potentially play in helping smokers quit or at least drastically reduce their nicotine intake? Well, as we know, the genetically modified tobacco plants created by 22nd Century naturally yield 95% less nicotine than regular strains. That translates to an average of 0.5mg/g on a dry weight basis (DWB); or 0.05%. Accordingly, each stick of VLN likewise contains 95% less nicotine when "compared to all other styles of cigarettes, including those that are typi- cally considered 'lighter' varieties," according to 22nd Century's vice president of regu- latory science, John Pritchard. And previous research conducted with administering very low nicotine cigarettes provided by 22nd Century conclusively showed that adult smokers who switch to reduced nicotine cigarettes • reduce their daily cigarette consumption (CPD) by up to 50%; • experience more smoke-free days; • double their quitting attempts; and • experience a reduction in nicotine cravings and withdrawal symptoms. The key to quitting While Pritchard conceded that sustained usage of VLN does not directly result in quitting, the product nevertheless creates conditions that are conducive to leading toward that goal. And because VLN is a combustible containing real tobacco, it also gives users the comforting and fa- miliar smoking as well as taste experience that they do not encounter with vapes. However, since VLN is practically devoid of nicotine, "smokers do not experience that 'hit' or 'reinforcement of nicotine' as with regular cigarettes," admitted Pritchard. Yet that is actually a positive thing. It is the key that helps smokers eventually wean themselves off their nic- otine addiction.

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