European Nicotine Pouches Alliance

The Nordic Nicotine Pouches Alliance (NNPA), headquartered in Brussels, Belgium,¹ was renamed the European Nicotine Pouches Alliance (ENPA) in 2026.² British American Tobacco (BAT) and Japan Tobacco International (JTI) appear to be its only members.

• See the article on Nicotine Pouches for more about tobacco companies’ interests in these products.

Background

Although the website was first registered in 2006,³ NNPA was set up as a consultancy company in Belgium in 2020.⁴

NNPA was added to the EU Transparency Register in 2023.⁵⁶ The cost of its lobbying activities is given as EU€400,000-499,999.⁶ As of April 2026, ENPA does not yet appear on the register.

The NNPA/ENPA webpage states “We engage, inform, and increase knowledge about nicotine pouches”.²

Relationship to the Tobacco Industry

BAT and JTI were listed as the only members on the NNPA website in 2022 and, as of April 2026, remain the only members listed on the ENPA website.⁷

While its EU register entry states that NNPA “Promotes their own interests or the collective interests of their members”, it does not refer to BAT or JTI.⁶ Its stated goal is to “focus on regulation concerning nicotine pouches within the European Union”, specifically the Tobacco Products Directive and the Tobacco Taxation Directive.⁵⁶

People

Jonas Lundqvist has been the CEO of NNPA/ENPA since 2020.⁸ He is listed on the EU register as the accredited lobbyist for NNPA.⁶⁵

Robert Casinge (see below) is listed as an intermediary for NNPA.⁶

Activities

NNPA/ENPA runs the online platform Pouchforum.eu.⁹¹⁰

The site editor is Robert Casinge.⁶¹¹ In the NNPA entry on the EU register Casinge is listed as a lobbyist representing pouchforum.net.⁶ The entry for his company, Casinge Communication and Consulting, states that its client is NNPA, and that it works on “Non communicable diseases, beating cancer, Tobacco excise directive, revision of tobacco products directive”.¹²

Articles published on pouchforum.eu have accused the European Commission of misrepresenting the risk of nicotine pouches,¹³¹⁴ and suggested that it does not act in a transparent manner.¹⁵ It has also criticised the EU Tobacco Taxation Directive, and nicotine pouch policies in different countries.²

Relevant Link

European Nicotine Pouch Alliance website (nnpa.eu)

Tobacco Tactics Resources

• Nicotine Pouches
• Newer Nicotine and Tobacco Products
• Harm Reduction
• Third Party Techniques
• The Tobacco Industry and Tax