Nicotine pouch strength guide: what the mg numbers mean

The mg number on a nicotine pouch can is the amount of nicotine in each pouch. A higher number means a stronger pouch. On our shelf, Light is 1.5mg to 6mg, Medium is 7mg to 12mg, Strong is 13mg to 20mg and Extra strong is 21mg and up. Most people new to pouches should start low in Light, and Strong and Extra strong are for experienced users only.

That's the rule of thumb. The rest of this guide explains the four bands, how the big brands line up, the labelling trap that catches people out, and how to move between strengths without regret.

The four strength bands

We sort every can on our shelf into four bands. It's the same scale as the strength slider on our homepage and the strength filters in the shop.

Each band name links to every can in that band, across all brands.

Where ZYN, VELO and CLEW sit

ZYN Red Berry Fizz 6.5mg sits just over the 6mg line, so it counts as Medium.

A few things jump out:

• ZYN has the gentlest options. If you want the softest possible start, 1.5mg and 3mg ZYN are the lowest cans we list. See the ZYN collection.
• VELO has the most evenly spread ladder, with most of its cans in Medium. See the VELO collection.
• CLEW climbs in clean 5mg steps, one in Light, one in Medium and two in Strong. See the CLEW collection.
• None of the three makes an Extra strong can. That band belongs to brands like White Fox, Siberia and ZAR, and it really is for heavy users only.

Picking your first strength

Ask yourself one question: how much nicotine do you use today?

1. None. Then the honest advice is not to start. Nicotine is addictive. If you're set on trying a pouch anyway, use the bottom of Light, such as ZYN Cool Mint 3mg.
2. Some, occasionally. Low Light: ZYN 3mg or a VELO 4mg.
3. Daily. Top of Light: ZYN Cool Mint 6mg, CLEW Cool Mint 5mg or a VELO 6mg.
4. Daily, already using pouches, and 6mg feels like nothing. Medium: CLEW Cool Mint 10mg, ZYN at 9mg to 11mg, or VELO at 7mg to 10mg.

Strong is a later step for people who've lived in Medium for a while. If you're between two numbers, choose the lower one. You can always reach for a second pouch later. You can't take back a pouch that was too strong.

The labelling trap: per pouch versus per gram

Most cans print nicotine per pouch, which is what the bands above use. Some brands also print, or only print, nicotine per gram of pouch material. A "20mg/g" can and a "20mg per pouch" can are not the same strength. The per-gram figure can be higher or lower than the per-pouch figure depending on how heavy each pouch is.

Before you compare two cans from different brands, check which measure each one uses. Our product pages list strength per pouch wherever the maker gives it.

Why the same mg can feel different

Two cans with the same number can feel different. Three things cause most of that:

• Moisture. Moister pouches, like VELO's, tend to release flavour and nicotine faster than drier ones, like ZYN's. The total doesn't change, but the start feels sharper.
• Pouch size. Slim and mini pouches sit flatter, and some people find they notice them less.
• Flavour. Cold mints and menthols add a cooling tingle that people often read as "strong", even at a modest mg.

So when you switch brands, go one step lower than your usual number, then adjust.

Stepping up (and down)

• Step up one band at a time. From 6mg (Light) go to Medium, about 8mg to 10mg, not straight to a Strong 16.5mg.
• Use a flavour ladder. CLEW sells each core flavour at 5mg, 10mg, 15mg and 20mg, and ZYN Cool Mint runs from 1.5mg to 16.5mg on our shelf, so you can change strength without changing taste. CLEW's flavour bundles give you one can at each strength.
• Coming down is harder than going up. Once your day is built around a strong can, a lighter one feels flat. That's a good reason not to rush up the ladder in the first place.
• If a pouch feels like too much, take it out. There's no prize for finishing it.

Strength and how long to keep a pouch in

Most people keep a pouch in for somewhere between 20 and 40 minutes. A stronger pouch doesn't need to stay in longer to "work". If anything, people tend to keep strong pouches in for less time. More on this in how to use a nicotine pouch.

Questions people ask

What strength nicotine pouch should a beginner use?

The bottom of the Light band, such as ZYN 3mg. Daily nicotine users usually start at the top of Light, around 5mg or 6mg.

Is 6mg a strong pouch?

No. On our scale 6mg is the top of Light, and it's where a lot of daily users settle.

Is 20mg too strong?

For most people, yes. 20mg is the top of the Strong band and suits long-time pouch users only. Extra strong starts at 21mg.

Is a 10mg CLEW the same as a 10mg VELO?

Same nicotine per pouch, but pouch moisture and flavour can make them feel different. Compare the mg, then go by feel.

What do "strong" and "extra strong" mean on a can?

Each brand uses its own words, so they aren't consistent across brands. A can sold as "extra strong" might be 6mg in one range and 30mg in another. Ignore the adjective, read the mg number, and place it on our four bands.

Where can I see every can at one strength?

Use the band pages, Light, Medium, Strong and Extra strong, or browse by brand (ZYN, VELO, CLEW), or start from what's in stock. For the flavour side of the decision, read how to choose a flavour.

Adults 18 and over only.