on! PLUS™ Expands Nationwide Retail Availability

Key Terms

nicotine pouches medical

Nicotine pouches are small, discreet packets containing nicotine and flavoring that are placed between the lip and gum to release nicotine without burning tobacco or producing smoke. Think of them like a tiny, flavored tea bag that releases a stimulant into the mouth; they offer an alternative delivery method to cigarettes and vaping. Investors watch them because they can grow sales in markets shifting away from smoking, but they also carry regulatory, public-health and liability risks that can affect profits and market value.

premarket tobacco product applications regulatory

A premarket tobacco product application is a formal request to the U.S. Food and Drug Administration asking permission to market a new or significantly changed tobacco product, providing evidence that selling it is appropriate for public health. Think of it like a building permit for a new store: without approval the product generally can’t be sold, so investors watch outcomes closely because approvals, delays, or rejections directly affect a company’s sales, costs, and legal risk.

RICHMOND, Va.--(BUSINESS WIRE)-- Altria Group, Inc. (Altria) (NYSE: MO) today announced the national retail expansion of on! PLUS™ nicotine pouches, a next-generation oral nicotine pouch product manufactured by Helix Innovations LLC (Helix), an Altria operating company.

“The national expansion of on! PLUS is an exciting milestone for Helix and a meaningful step forward in Altria’s Vision of Moving Beyond Smoking^®. As adult consumers continue to seek smoke‑free alternatives, on! PLUS reflects our focus on quality, innovation, and responsibly meeting demand within science‑based regulatory frameworks,” said Nick MacPhee, Managing Director, Helix.

on! PLUS is the first product authorized through the U.S. Food and Drug Administration’s pilot program designed to expedite the review of nicotine pouch product premarket tobacco product applications. on! PLUS, available in three flavors and two nicotine strengths, features our proprietary NICOSLIK technology and a built-in compartment for responsible disposal.

Building on its availability through e‑commerce and at participating retailers in North Carolina, Florida, and Texas, on! PLUS began wholesale deliveries on March 16, 2026. It is expected to reach participating retailers nationwide beginning March 23, 2026.

FDA-authorized on! PLUS products

The FDA authorized the marketing of the following on! PLUS nicotine pouch products:

• on! PLUS Mint, 6 mg
• on! PLUS Mint, 9 mg
• on! PLUS Tobacco, 6 mg
• on! PLUS Tobacco, 9 mg
• on! PLUS Wintergreen, 6 mg
• on! PLUS Wintergreen, 9 mg

Altria’s Profile

We have a leading portfolio of nicotine products for U.S. nicotine consumers age 21+. We are Moving Beyond Smoking^® by responsibly transitioning adult smokers to a smoke-free future, competing vigorously for existing smoke-free adult nicotine consumers (ANC) and exploring new growth opportunities — beyond the U.S. and beyond nicotine (Vision). To achieve our Vision, we will pursue initiatives designed to promote the long-term welfare of our company, our stakeholders, society at large and the environment.

Our wholly owned subsidiaries include leading manufacturers of both combustible and smoke-free products. In combustibles, we own Philip Morris USA Inc. (PM USA), the most profitable U.S. cigarette manufacturer, and John Middleton Co. (Middleton), a leading U.S. cigar manufacturer. Our smoke-free portfolio includes ownership of U.S. Smokeless Tobacco Company LLC (USSTC), the leading global moist smokeless tobacco (MST) manufacturer, Helix Innovations LLC (Helix), a leading manufacturer of oral nicotine pouches, and NJOY, LLC (NJOY), an e-vapor manufacturer with products covered by marketing granted orders from the U.S. Food and Drug Administration (FDA).

Additionally, we have a majority-owned joint venture, Horizon Innovations LLC (Horizon), for the U.S. marketing and commercialization of heated tobacco stick products.

Our equity investments include Anheuser-Busch InBev SA/NV (ABI), the world’s largest brewer, and Cronos Group Inc. (Cronos), a leading Canadian cannabinoid company.

The brand portfolios of our operating companies include Marlboro^®, Black & Mild^®, Copenhagen^®, Skoal^®, on!^® and NJOY^®. Trademarks related to Altria referenced in this release are the property of Altria or our subsidiaries or are used with permission.

Forward-Looking and Cautionary Statements

This release contains certain forward-looking statements that are made pursuant to the Safe Harbor Provisions of the Private Securities Litigation Reform Act of 1995. These forward-looking statements relate to the availability of our operating companies’ products at retail, and we cannot guarantee any outcomes. Factors that might cause actual results to differ materially from those contained in the forward-looking statements included in this press release include delays with respect to product deliveries, among others. Other risk factors are detailed from time to time in our publicly filed reports, including our Annual Report on Form 10-K for the year ended December 31, 2025. These forward-looking statements speak only as of the date of this press release. We assume no obligation to provide any revisions to, or update, any projections and forward-looking statements contained in this release.

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Source: Altria Group, Inc.