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Revel Market Date: Oct 2001



U.S. Smokeless Tobacco Company (USSTC)


Revel is available in mint, wintergreen and cinnamon


  • Revel offers tobacco satisfaction that is smoke-free, odor-free and mess-free
  • Adults who have tried Revel report they feel no need to spit

Product Design Features

  • Blend of American-style tobacco with flavorings (mint, wintergreen,cinnamon) wrapped in a gum sized white paper sachet
  • Flavor released without chewing
  • Spit-free
  • Claims low TSNAs; 1 gram of Revel tobacco contains 0.99 micrograms total TSNAs
  • Nicotine content: not yet conducted or not available

Revel is an oral noncombustible dry snus tobacco product, comprised of a blend of tobacco and flavorants. The pouches are placed in the upper or lower side of the mouth for 15-20 minutes. Revel comes in mint, wintergreen, and cinnamon (regular and mild) versions.[1]




Industry Documents


Market Testing

  • October 2001: Topeka, KS and Youngstown, OH
  • January 2004: Dallas-Ft. Worth, TX (228 7-Eleven stores)
  • April 2004: Charlotte, NC (500 stores including Food Lion, Sam’s Club, Petro Express, Lowes Foods, Quick Stop, Harris Teeter, The Pantry, and other retailers)

Advertising and Selling Messages

  • Samples at pubs and bars
  • Point-of-purchase displays and direct mail to adult smokers
  • Print ads in local newspapers and magazines
  • Slogans: “Discreet, Smoke-Free Tobacco Satisfaction. Feel Free to Revel,” “A Uniquely Discreet Way to Enjoy Real Tobacco Satisfaction Instead of Lighting Up,” and “Attention Adult Smokers: There’s

Something to Smile About!”[1]


Revel’s promotional website features pictures of smiling attractive adult professionals. The website includes an overview of the product, its advantages, real stories, a video, and users can sign up for a mailing list. Age verification is required to access. Also lists where the product can be purchased. Other promotional tools have included sampling at pubs and bars, point-of-purchase displays, direct mail to adult smokers, and print ads in local newspapers and magazines.[1]


  • Test market price: $1.99, ($2.79 in CO); Online: 5 packs for $9.99
  • Available in mint, wintergreen, and cinnamon flavors; regular/mild

Each plastic container holds 20 Revel pouches, which are accessible via the convenient “push and pop” feature.

Product Chemistry and Human Use

TSNA levels in Revel have been shown to lie in the mid-range of comparable dry snus products, and lower than non-PREP moist snuff products (Stepanov et al., 2006). Plasma nicotine levels arising from Revel use have been shown to be lower than the popular non-PREP Copenhagen snuff product. Compared with Copenhagen, Revel has been shown to be less effective in reducing withdrawal symptoms and less satisfying to consumers (Kotlyar et al., 2007).[1]

Use and the Consumer

  • Sold at same places as cigarettes in Charlotte, NC; Denver, CO
  • Available throughout Colorado in all “smoker friendly” stores

Human Use and Exposure

  • Human exposure: Plasma nicotine range is 2.0-6.0 mg/ml following 1 dose (1 pouch)

Toxicity Analyses

  • Ames method in vitro: not yet conducted or not available
  • In vivo MSP: not yet conducted or not available
  • Animal exposure: not yet conducted or not available

Legal Compliance

  • Surgeon General warnings
  • No sales to minors
  • Subject to State and Federal cigarette taxes

Community Response

  • Campaign for Tobacco Free Kids released a report on smokeless tobacco products and addressed concern over several new tobacco products (including Revel, Stonewall, and Ariva). Due to their novelty, the misconception that they are safe, and because they can be consumed inconspicuously, TFK feared these products may lure kids.[1]



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