But with the potential proliferation of tobacco-free or Synthetic Nicotine pouches, some producers fear that lackadaisical regulations will draw in fly-by-night types, who bounce from loophole to loophole without much thought to safety and with only financial incentives in mind.

Ronald Tully is one of those critics. A longtime tobacco industry lobbyist, in 2014 he started his own consultancy business and, alongside some partners in the industry, began to look into Synthetic Nicotine through Next Generation Labs. “We see a broad economic market opportunity for Synthetic Nicotine,” he told Filter. They’re trying to see if Synthetic Nicotine can be commercially viable. With a pilot manufacturing plant in San Diego, California, they developed patented technology to scale it industrially.

“That scaling technology is really the part that we’re bringing to the industry,” said Tully, who views his product as truly “tobacco free.” His website proclaims “beware of the fakes,” and he has trademarked “TFN.”

“I’m sort of disappointed at the behavior across the board because we were the first,” Tully told Filter. “We led this market. We created this market. We created the opportunity for this technology to exist. And there’s just a bunch of latecomers jumping in and trying to be opportunistic.”

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But with the potential proliferation of tobacco-free or Synthetic Nicotine pouches, some producers fear that lackadaisical regulations will draw in fly-by-night types, who bounce from loophole to loophole without much thought to safety and with only financial incentives in mind. Ronald Tully is one of those critics. A longtime tobacco industry...