Rewrites paragraph 1, adds graphic, details and background throughout

June 30 (Reuters) - The U.S. Food and Drug Administration said on Tuesday it would allow Philip Morris PM.N to market its Zyn nicotine pouches as less harmful than cigarettes.

The agency allowed the company to market 20 variants of Zyn products with the claim that "using ZYN instead of cigarettes puts you at a lower risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis."

Popular nicotine pouch products had been awaiting the agency's clearance as scientists hesitated due to potential risks to new users, ‌including children.

Tobacco companies have also been lobbying U.S. President Donald Trump and other key officials this year for changes they favor, including a faster, clearer FDA authorization process.

The FDA, in its order permitting the sale of the particular flavour variants, said the pouches "would significantly reduce harm and the risk of tobacco-related disease to individual tobacco users and benefit the health of the population as a whole."

Nicotine pouches, which users insert under their lip to get a nicotine buzz, are the fastest-growing nicotine product in the U.S., with millions of users. Philip Morris alone sold 794 million cans of its current version of Zyn in the country in 2025, more than double its 2023 sales.

Axios had first reported the development earlier on Tuesday.

Philip Morris cut its annual profit forecast for the second time earlier this month, and CEO Jacek Olczak, speaking at the Deutsche Bank global consumer conference, said recent U.S. FDA moves to relax enforcement on unauthorized vaping and nicotine pouches were a "net positive," and would support category growth.