Haypp Group Submits Evidence-Based Feedback to the EU Cardiovascular Health Plan

At Pouch Patrol, we are committed to tracking and amplifying every step forward in the fight for smarter, science-based nicotine policy across Europe. Haypp Group, one of Europe’s leading e-commerce retailers for nicotine pouches and harm reduction products, has officially submitted its feedback to the EU Cardiovascular Health Plan.

This submission is more than just a formality—it’s a call for the EU to recognize the overwhelming scientific evidence that supports harm reduction. Haypp Group’s feedback is grounded in peer-reviewed research and real-world data, making a compelling case for why alternative nicotine products, such as nicotine pouches and Swedish snus, should be treated differently from combustible tobacco.

Key points from Haypp Group’s submission include:

• Scientific consensus that nicotine itself does not cause cardiovascular disease.
• Evidence that arterial stiffening, often cited in media scare stories, is a common physiological response to many everyday stimulants—including caffeine and even emotional excitement.
• Studies showing that switching from smoking to vaping or using nicotine pouches leads to significant improvements in vascular health, with risks far lower than continued smoking.

Markus Lindblad, Head of Legal and External Affairs at Haypp Group, emphasizes the urgency:

“Europe has a unique opportunity to save hundreds of thousands of lives by embracing science-based harm reduction. We call on the EU to put public health first and ensure that adult smokers have access to safer alternatives.”

At Pouch Patrol, we believe that the EU must listen to voices like Haypp Group’s – voices that champion evidence over ideology and prioritize saving lives over maintaining outdated policies. Sweden’s success as the world’s first smoke-free nation is not a coincidence; it’s the result of pragmatic harm reduction strategies that empower smokers to switch to less harmful alternatives.