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Baker Mayfield accused of using nicotine pouches: What is Zyn?

A video showing Tampa Bay Buccaneers quarterback Baker Mayfield allegedly using Zyn, a brand of nicotine pouches, during ESPN's “Monday Night Football” is sparking controversy.

“The Bucs game was so stressful that Baker Mayfield had to take out a Zyn,” one X user posted on Tuesday.

Although the Swedish product was launched back in 2014, nicotine pouches have recently become increasingly popular, especially among young people. According to a Centers for Disease Control and Prevention (CDC) study, nicotine pouches were the second most common form of tobacco use among children. And medical experts say the highly addictive products can have negative health effects, particularly in young people.

The owners of Zyn, tobacco company Swedish Match, issued a statement to TMZ saying, “Swedish Match values ​​its loyal consumers and encourages them not to display the product in situations where anyone under the age of 21 might see it .”

USA TODAY contacted Swedish Match on Friday but did not receive a response.

It's unclear whether Mayfield, 29, knew he was shown allegedly using Zyn, but that didn't stop social media users from discussing the clip. Some users even brought up that this incident could lead to Mayfield being suspended because ESPN pointed out years ago: “The NFL has two rules when it comes to players using smokeless tobacco – don’t do it on the pitch or during.” Conducting television interviews.”

In the wake of the Mayfield incident, here's what you should know about Zyn and its owners, Swedish Match.

What is Zyn?

Launched in 2014 by Swedish Match, Zyn is described as nicotine pouches that are “smokeless and spit-free and available in a variety of flavors and strengths, for a fresh experience you can enjoy anywhere, anytime,” according to the product description website.

When someone visits Zyn's website, they are met with a disclaimer explaining that the company “takes the issue of underage use extremely seriously” and requires new visitors to go through a “strict age verification process.”

“Not intended for use by minors, pregnant or breastfeeding women, or anyone with or at risk of heart disease or high blood pressure,” the company’s disclaimer states. “If you have a serious medical condition, please consult a doctor before use. Keep out of the reach of children. Use as directed.”

In addition to Zyn's disclaimer, there is a warning at the top of the website: “This product contains nicotine. Nicotine is an addictive chemical.”

According to the National Library of Medicine, Zyn contains white nicotine powder. Other ingredients in Zyn include food additives, fillers, a stabilizer (hydroxypropyl cellulose), pH adjusters, non-calorie sweeteners and flavors, according to the National Library in Bethesda, Maryland.

Who is Swedish Match?

Swedish Match is a multinational tobacco company headquartered in Stockholm.

“Swedish Match develops, produces and distributes quality products with market-leading brands,” the company says on its website. “The company's product segments are smokeless, cigars and lights. The company's largest markets are the USA and Scandinavia. Swedish Match is a subsidiary of Philip Morris International.”

The company has offices in Sweden, Denmark, the United States, the Dominican Republic, Brazil, the Netherlands and the Philippines, according to Swedish Match's 2021 annual report. The company's origins date back to the early 1900s, when Swedish civil engineer Ivar Kreuger was also known as the “Swedish Match King,” according to Harvard Business School.

Between 1913 and 1932, Kreuger “built a small, family-owned match company into a global match empire worth $600 million,” according to the business school.

“Despite the economic and political unrest of the interwar period, Swedish Match owned manufacturing operations in 36 countries, had monopolies in 16 countries and controlled 40% of global match production,” according to the business school. “Kreuger companies have loaned over $300 million to governments in Europe, Latin America and Asia in return for national gaming monopolies.”

Young people smoke less: A product is on the rise.

“It’s a bag full of problems”

In January, Senate Majority Leader Charles Schumer called on federal authorities to crack down on Zyn, saying nicotine pouches may pose a danger to teenagers who use them as an alternative to e-cigarettes.

“It’s a bag of problems — high nicotine,” Schumer said during a news conference. “So today I want to warn parents because these nicotine pouches appear to be targeting young children – teenagers and even younger – and then using social media to lure them in.”

Schumer called on the Federal Trade Commission and the U.S. Food and Drug Administration to investigate Zyn's marketing and health impacts.

Is Zyn safe?

Zyn, which sells for about $6 in 3 mg and 6 mg doses, “delivers nicotine directly into the bloodstream through the oral mucosa rather than through the lungs,” according to John Hopkins University.

“In many ways, the pouches are safer than other nicotine products on the market because they do not use tobacco leaves and therefore contain fewer carcinogens,” said the research university in Baltimore, Maryland.

Although Zyn is “safer,” it is not risk-free as it “can be addictive and cause cardiovascular problems, gum damage and nausea,” according to John Hopkins. Experts also raised concerns about how easy Zyn is to conceal and the variety of flavors — including peppermint, coffee and citrus — that make it attractive to children, the university said.

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