‘Here is my stack’: complementary promotion of nicotine and ‘productivity’ pouches on social media

As nicotine pouches have exploded in popularity, a parallel market of "energy" or "productivity" pouches (dietary supplements in oral pouch form) has appeared across US and EU markets.A key feature of this landscape is not merely the parallel existence of these products, but their active co-promotion with nicotine as complementary components of multi-substance 'stacks': combinations of performance-enhancing substances consumed together for alleged mental or physical benefits.Energy pouches closely mirror nicotine pouches in form and use (see Figure 1).Active ingredients vary widely: nicotine (e.g., Athletic Nicotine);[1] nicotine analogs like Ceretine ™ (Sett), which claim to "deliver the same satisfaction as nicotine with fewer downsides"[2]; or caffeine.[3-5]Most energy pouches also include allegedly "nootropic" or performance-enhancing substances like L-theanine, citicoline, kava, mushroom extracts, and Alpha GPC (e.g., Sett, GRINDS, Mojo, Loosey-Goosey, FlowBlend).[2-9]Some brands, like Alp and Rebel, produce both nicotine and nicotine-free energy pouches.[10,11] Industry sources estimate 50-60 energy pouches are on the market, though the total number of brands and degree of tobacco industry investment remains uncharacterized.[12] Energy pouch promotion features diverse health claims that frame both nicotine and non-nicotine ingredients as safe, functional cognitive tools.Wip caffeine pouches, for example, are marketed as "boost[ing] physical and mental performance";[13] Athletic Nicotine promises "raw, focused energy for athletes and high-achievers who want results", and has been promoted by a range of athletes and fitness influencers.[14,15] Sett's CEO compares the product's effects to that of coffee or energy drinks,[16] and the brand website