Decades later…its massive influence on the U.S. food system is still being felt. So, why should we believe the tobacco industry won’t be involved somehow again as more consumers move closer towards this four-way intersection of taste, convenience, nutrition, and functionality? Through the direct ownership of U.S. food companies between the 1980s and early-2000s, tobacco companies greatly impacted the American diet (maybe forever). But it one of the 20th century’s most influential (yet invisible) characters, Edward Bernays, who's considered the architect of modern mass manipulation, that's responsible for indirectly linking the tobacco industry to societal “health and wellness” standards for the last century. And maybe that also insinuates you shouldn’t be super surprised when I tell you that as part of its mission to build “a better tomorrow,” British American Tobacco laid out a strategic vision in 2020 to reduce the scale of its business within combustible tobacco products…and among other initiatives created its BTomorrow Ventures corporate venture capital arm investing in various brands operating within the intersecting CPG categories of functional foods, functional beverages, and nutritional supplements. Also, beyond BTomorrow Ventures, British American Tobacco has a wholly owned subsidiary called The Water Street Collective, which is essentially an agency mashup of product developers and brand creatives. With the first commercialized product launch being small-format RTD functional beverages…it appears British American Tobacco wants to test if today’s more-sophisticated consumer market is interested in kicking old “bad habits” by embracing new “wellness” products that target the same benefit area. Because here’s the thing…while combustible tobacco products might not be showing any signs of a comeback, that doesn’t mean nicotine isn’t going through a resurgence. So, is recent product launch from The Water Street Collective signaling that Big Tobacco will soon launch nicotine RTD beverages? And I know by now…many of you have seen the images (or articles about) Nicotina Energy floating around the Internet, which seems to support this notion of nicotine RTD beverages becoming the next functional beverage category, but no way! FDA has been very clear for decades that nicotine cannot be a food additive…plus the ingredient does not meet the standard of being a dietary supplement. Instead, Big Tobacco is still singing off the hymn book that Edward Bernays gave them almost a century earlier. And whether it’s deploying the entire “creation of circumstances” strategic playbook or not…the fact remains that Big Tobacco is already benefitting greatly from those self-reported (and clinically supported) functional benefits of nicotine. ZYN (owned by Philip Morris International) and its competitive product equivalents have exploded in popularity over the last few years…largely thanks to users on social media platforms talking about how these nicotine pouches suppress their appetite (sounds familiar doesn’t it) and cognitive enhancement (which is tied to a newer appeal of modern masculinity). Also, according to Edward Bernays, “people must be trained to desire, to want new things even before the old have been entirely consumed.” Does that mean Big Tobacco really wants to transition away from the old go-to method of selling consumers functionality? I'd consider it unlikely, but that has seemingly opened a nascent segment of functional CPG products called caffeine pouches.
