An Important Update

October 9, 2025

 

To our American customers,

 

Today we are pausing direct-to-consumer sales on noat.com in the United States. This decision follows a warning letter issued to NOAT by a U.S. government agency, which is a matter we take very seriously and are working to resolve through full transparency and collaboration.

 

We started NOAT to provide better, non-combustible alternatives for adults who smoke or vape. In a few years we’ve gone from being two friends with a dream that no one would invest in, to a serious challenger in a category dominated by Big Tobacco. The early success of NOAT is a reflection of our relentless commitment to crafting every pouch with quality and precision.

 

Since the very beginning, we’ve been dedicated to following a robust regulatory compliance and product safety framework. In fact, over 75% of the funds raised by NOAT have been devoted to scientifically demonstrate that our products meet the requirements set forth by U.S. regulators and are appropriate for the protection of public health. Our initial application has been formally accepted, and to our knowledge, NOAT is the only nicotine pouch manufacturer facing legal pressure for selling online at this stage of the review process.

 

While this development is challenging, we respect and support the mission of U.S. regulators to ensure that products in this space are held to consistent, fair, and science-based standards, regardless of company size or influence.

 

We strive to be the first nicotine company the world can get behind. Though this temporary pause is not what we hoped for, it is an opportunity to demonstrate that our actions align with our values and that our mission remains in full partnership with the governing bodies shaping this category.

 

At this stage, we don’t know what process led to NOAT being targeted, or why larger companies operating under the same principles as us, have not. What we do know is that NOAT is here to stay and that we’ll be as transparent as we possibly can about the developments going forward.

 

To our early users and subscribers: Thank you. Without your support we wouldn’t be anywhere today. We’re pausing subscriptions for now and will reach out personally as soon as we’re back online.

 

In the meantime, you can reach us at: hello@noat.com.

 

Sincerely,

Team NOAT