Lucy vs on! PLUS: Strength, Flavors and FDA Status
Lucy vs on! PLUS compared: Lucy's 4–12mg flavor range against on! PLUS's FDA-authorized 6mg and 9mg mini pouches. Cans, flavors, nicotine source.
TL;DR
on! PLUS is the choice if FDA authorization matters: its Mint, Wintergreen and Tobacco pouches at 6mg and 9mg were authorized in December 2025, and every can holds 20. Lucy is the choice if you want more flavors or more strength: six flavors in its main line plus a capsule line, at 4mg, 8mg and 12mg, but no FDA authorization and 15 pouches per can.
In one sentence: on! PLUS is the FDA-authorized mini pouch in three classic flavors; Lucy is the unauthorized brand with a wider flavor and strength range.
Side by side
| Lucy | on! PLUS | |
|---|---|---|
| Maker | Lucy Goods Inc. | Helix Innovations (Altria) |
| Format | Slim | Mini |
| Pouches per can | 15 | 20 |
| Strengths | 4mg, 8mg, 12mg | 6mg, 9mg (authorized) |
| Flavors | Mango, Mint, Wintergreen, Cinnamon, Apple Ice, Espresso; Breakers line adds Berry Citrus and Apple Cider | Mint, Wintergreen, Tobacco |
| Nicotine | Non-tobacco nicotine | Tobacco-derived (our records) |
| FDA status | Not authorized; applications submitted May 2022 | Authorized, December 2025 |
Sources: lucy.co (checked October 12, 2026), our Brand Facts records, and FDA's authorized nicotine pouch list, current through August 21, 2026.
FDA status
This is the clearest difference. FDA authorized six on! PLUS products in December 2025: Mint, Wintergreen and Tobacco, each at 6mg and 9mg. Our on! PLUS FDA authorization explainer covers what that order means.
Lucy submitted premarket tobacco applications in May 2022. None of its pouches is on FDA's authorized list. If authorization is a requirement for you, on! PLUS (or ZYN) is the way to go; our FDA-authorized nicotine pouches guide lists every authorized product.
Strength
Lucy covers a wider range. Its 4mg is a gentle starting point, and its 12mg is stronger than anything on FDA's authorized list, where the top strength is 11mg. on! PLUS's authorized strengths, 6mg and 9mg, sit in the middle.
For a like-for-like comparison, Lucy Mint 8mg and on! PLUS Mint 9mg are the closest pair: both mint, 1mg apart. If you're new to pouches, neither brand's top strength is the place to start; our 3mg vs 6mg guide explains how to choose.
Flavors
on! PLUS keeps it classic with Mint, Wintergreen and Tobacco. Lucy has more variety: fruit (Mango, Apple Ice), mint (Mint, Wintergreen), spice (Cinnamon) and coffee (Espresso), plus a Breakers line in which each pouch holds a flavor capsule you bite to release. If you want anything other than mint or tobacco, only Lucy has it. Our best Lucy flavors guide goes through each one.
Can and format
on! PLUS is a mini pouch, 20 to a can. Lucy is a slim pouch, 15 to a can, with MCT oil added for moisture. So a can of on! PLUS lasts longer at the same use rate.
Where you can buy them
on! PLUS is sold through convenience stores and online retailers. Lucy is sold mainly through its own site, lucy.co, which lists AK, AR, CA, CO, DC, MA, MD, ME, UT and VT as states it doesn't ship to. Flavored pouches also face state rules; our state-by-state guide covers them.
Which should you buy?
- Choose on! PLUS if you want an FDA-authorized pouch, a classic mint, wintergreen or tobacco flavor, and 20 pouches per can.
- Choose Lucy if you want fruit, spice or coffee flavors, or a strength outside 6–9mg, and FDA authorization isn't a deciding factor.
More head-to-heads: Lucy vs VELO, ZYN vs Lucy and ZYN vs on! PLUS.
Nicotine pouches are for adults 21 and older. Nicotine is addictive.
Frequently Asked Questions
Where to buy
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