What's Actually Inside a Nicotine Pouch? Ingredients Explained

A tobacco-free nicotine pouch contains five things: nicotine, a plant-based filler that gives the pouch its bulk, a pH adjuster, flavouring and a sweetener. All of it sits inside a small permeable fleece bag that you place under your lip. There is no tobacco leaf in any part of it.

That short list is the whole answer, but each component does a specific job, and understanding them explains a good deal about why pouches feel the way they do. This guide goes through each in turn.

Key takeaways

•      A nicotine pouch contains nicotine, plant fibre, a pH adjuster, flavouring and sweetener

•      There is no tobacco leaf — this is what tobacco-free means

•      Tobacco-free is not the same as nicotine-free; pouches contain nicotine and nicotine is addictive

•      Plant fibre is filler, not an active ingredient — it gives the pouch shape and texture

•      The pH adjuster affects how the nicotine is released, which is why two pouches at the same mg can feel different

•      The pouch material itself is a permeable fleece designed not to be chewed or swallowed

•      Flavour intensity is independent of nicotine strength

What is in a nicotine pouch?

The table below sets out the five components and what each contributes.

Where does the nicotine come from?

Nicotine in tobacco-free pouches is used in a purified form rather than as part of tobacco leaf. This is the distinction that separates a nicotine pouch from traditional snus, which is a moist powdered tobacco product and is not legally available for sale in the UK.

The figure on the can — 5mg, 10mg, 15mg or 20mg in the CLEW range — is the nicotine content per pouch. It is not a measure of how much your body absorbs, which varies between individuals and depends on how long the pouch is kept in place.

It is worth stating plainly: tobacco-free does not mean nicotine-free. Nicotine is an addictive substance, and a pouch delivers it.

What is the white filling made of?

The bulk of what you can feel inside the pouch is plant-based fibre, usually a form of cellulose. It has no active effect. Its purpose is to give the pouch a consistent shape, hold the other ingredients in an even distribution, and provide a texture that sits comfortably against the gum.

This is why pouches are described as all-white. Without tobacco leaf, there is no brown colouring and no staining associated with it.

Moisture level in the filling also matters. A drier pouch releases more slowly and produces less saliva; a moister one releases faster. Neither is better — it is a preference, and it explains why two pouches labelled at the same strength can feel noticeably different in use.

Why do pouches contain a pH adjuster?

A pH adjuster, typically an alkaline salt, shifts the acidity inside the pouch. That shift influences how readily nicotine moves out of the pouch and across the lining of the gum.

This is the least visible ingredient and the one that most affects the experience. Two pouches with identical mg figures can feel quite different depending on formulation, which is why moving between brands is worth doing cautiously even at a strength you are used to.

It is also part of why the first few minutes produce a tingling sensation. Our guide to the nicotine pouch tingling sensation covers what that is and when it is worth paying attention to.

What are the flavourings and sweeteners?

Flavourings are food-grade compounds, the same category used across the wider food and drink industry. In the CLEW range they produce eight profiles: Cool Mint, Spearmint, Menthol, Wintergreen, Blueberry, Watermelon, Coffee and Citrus.

Sweeteners balance the profile so the flavour holds through a full session rather than fading after a few minutes.

Flavour and strength are separate. Every CLEW flavour is available in 5mg, 10mg, 15mg and 20mg, and the flavour profile does not change with strength — only the nicotine content does. If you want to reduce strength, you do not have to change flavour to do it. Our mint and menthol range comparison breaks down how the four cooling profiles differ.

What is the pouch itself made of?

The outer bag is a permeable fleece material, designed to let saliva in and the contents release gradually while holding the filling together. It is not designed to be chewed, bitten or swallowed — the pouch is placed under the lip and left alone for the session, then removed and disposed of.

A CLEW can holds 20 pouches and includes a catch lid for storing used pouches until they can be binned.

How does this compare with other nicotine products?

The relevant point for anyone comparing labels is that the absence of tobacco leaf does not remove nicotine, and nicotine remains addictive regardless of the format carrying it.

Eight tobacco-free flavours, 5mg to 20mg — shop the CLEW range.

Nicotine is highly addictive. CLEW Pouches UK products are intended for adult users (18+) only. They are not suitable for non-smokers, those under 18, pregnant or breastfeeding women, or anyone with a medical condition that could be affected by nicotine. Do not chew or swallow the pouch. If in doubt, please consult a healthcare professional.