BAT Kenya Lobbies to Resume Sale of Lyft Nicotine Pouches

BAT Kenya is holding talks with the government to lift the ban on the sale of its nicotine pouches, Lyft, which were declared illegal in 2020.

The multinational however has been filing petitions since then, arguing that the pouches are a safer alternative compared to cigarettes which have been linked to life-threatening diseases such as lung cancer.

“In Kenya, we continue to engage with relevant authorities on the regulatory and fiscal framework to support a commercially sustainable reentry into the modern oral category,” said BAT Plc, BAT Kenya’s parent company, in its latest annual report.

The multinational has in the past been diversifying from cigarettes, in response to flagging sales all over the world.

“We continue to believe that modern oral products represent an exciting opportunity to offer affordable new category alternatives to adult nicotine consumers in emerging markets given the absence of electronic devices and pre-existing ritual of oral product consumption in a number of markets.”

As part of the global strategy, Kenya was chosen to host a plant for the production of non-combustible nicotine pouches, targeting the African market which is estimated at Ksh2.5 billion.

However, the Ministry of Health led by CS Mutahi Kagwe, in February2020 classified BAT’s nicotine pouches as tobacco products that are under the tobacco control law. This meant that the product was declared illegal by the ministry, which banned the sale of Lyft.

The move placed on the product similar marketing restrictions that are imposed on cigarettes and other tobacco products including, promotions and advertising, use in public areas and use by minors.

Nicotine pouches lack tobacco and are used by placing them under the lip so that the nicotine can be absorbed by the body.