Dissolving Tobacco Hits Columbus Test Market

COLUMBUS, Ohio—A new product that’s advertised as cold, fresh and refreshing is hitting the Columbus market and it sounds like a soft drink or gum.

But, it’s not gum and doctors think what’s in it could kill you, NBC 4‘s Colleen Marshall reported.

Columbus is a test market for the product—dissolvable tobacco—little orbs, sticks and tiny pouches that dissolve in your mouth.

The ad says you pop it under your lip, wait for the tingle and enjoy the taste for 30 minutes.

There’s no smoke or cigarette, but plenty of nicotine.

“The brain doesn’t know if it’s a cigarette or a lozenge or a strip you’re getting the nicotine from. You addict the exact same way,“ said Dr. Robert Crane, former chairman of Smoke Free Ohio.

“Do you think big tobacco is trying to create a new generation of addicts?“ Marshall asked.

“They’ve been trying to create generations of addicts successfully for the last hundred years and we have not been able to stop them,“ Crane said.

But the tobacco companies will tell you the new products are alternatives to cigarettes and for smokers who can no longer light up in public, they offer relief.

“These are marketed to adult tobacco consumers—an informed decision without bothering others, there is no second hand smoke, there’s no spitting and there’s no litter,“ said David Howard, spokesman for RJ Reynolds tobacco company.

“They may be safer for adult smokers. It melts in your mouth and not in your lungs. However, for kids, this is a much more dangerous first hook into nicotine and therein lies the rub,“ Crane said.

Crane also said kids are more vulnerable than ever. Because the administration of Gov. Ted Strickland redirected the $230 million anti-tobacco fund to provide state budget relief.

But, state health officials said they do have anti-smoking programs.

“We have a number of efforts. We have our quit line, many grants to hospitals through our community grant program and also do enforcement of smoke free Ohio,“ said Dr. Alvin Jackson, director of the Ohio Department of Health.

But, will it be enough to combat the campaign that includes a massive free handout of the new smoke free tobacco products?

“Every time we find a way to stop them in one arena, they go around,“ Jackson said.

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