Philip Morris shares just hit a new all-time high, and the world has one thing to thank: Zyn. These little tobacco-free nicotine pouches have taken over faster than the non stop political ads on my YouTube feed. 

And guess who was Zyn’s biggest unpaid promoter for a while? None other than former Fox News host Tucker Carlson, who once claimed he used Zyn “every second I’m awake.” Apparently, Zyn’s addictive allure even transcends the news cycle.

Yesterday, Philip Morris shares soared over 10%, making Wall Street do a double-take. The stock is now sitting at a fresh all-time high, thanks in large part to Zyn’s crazy high demand (up 40% from last year). 

A major reason for Zyn’s rise to prominence can be traced back to Philip Morris’ acquisition of Swedish Match two years ago. Since then, the nicotine pouches have become a symbol of the company’s transition into smoke-free products. According to CFO Emmanuel Babeau, Zyn’s growth is driven by “very strong underlying momentum” and easing supply constraints, allowing the company to meet the rapidly growing demand.

A lot of credit has to go to Tucker Carlson though. He practically made it a badge of honor in certain circles. Carlson’s enthusiasm for Zyn even led to some wild claims—like his declaration that it could (cough) help with issues in the bedroom. Philip Morris, being a bit more familiar with FDA regulations than cable news is, quickly stepped in, saying those claims “lack a scientific foundation.” Carlson later clarified that he was “just joking,” but not before sparking a conservative, hypermasculine obsession with the nicotine pouches.

That little spat didn’t slow down Philip Morris, though. Zyn continues to dominate the U.S. market as the #1 smoke-free tobacco product. U.S. shipments of Zyn shot up 41% in the third quarter alone. The pouches are flying off the shelves, and Philip Morris stock is flying high with them, hitting $131.97 at session highs on Tuesday, marking the company’s biggest one-day gain since 2008.

Despite being Zyn’s biggest hype man, Tucker Carlson has officially ended his love affair with the brand, and it’s all about politics (of course). Carlson told Old Row that he’s now embarrassed to use Zyn after discovering that Philip Morris donates to Kamala Harris. (For the record, Philip Morris has contributed $18,200 to her campaign, a detail Tucker didn’t seem to take lightly.) But don’t worry, Tucker’s not giving up on nicotine pouches altogether. In true Tucker fashion, he’s launching his own brand—called Alp—in November. Apparently, he’s taking his nicotine business into his own hands.

Meanwhile, Philip Morris isn’t losing sleep over the breakup. Zyn is still hitting Mt. Everest levels of popularity in the U.S. and globally. International shipments of nicotine pouches jumped 70% between the third quarters of 2023 and 2024, as Zyn spread its wings into 30 markets, including Greece and the Czech Republic.

Philip Morris has no plans to slow down either. They’re investing $600 million into a new Zyn production facility in Colorado to meet this crazy demand. And earnings per share hit $1.91, comfortably beating Wall Street’s expectations, while revenue topped out at $9.91 billion for the third quarter.

And let’s not forget, this stock was once considered a “boring” dividend play. Fast forward to today, and Philip Morris is borderline a meme stock, up 44% over the last year. Maybe Tucker should’ve stuck around to at least claim some credit.

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Stock.News has positions in Alphabet, Fox, and Philip Morris as mentioned in article.