The UK Medicines and Health Products Authority (MHRA) has approved a milestone next-generation nicotine inhaler system that can quickly and safely alleviate cravings for nicotine, thereby helping to quit smoking

Becoming the world's first and only clinically approved nicotine inhaler that can be quickly absorbed through the lungs, helping smokers replace, reduce, and ultimately quit smoking

As a General Sales List (GSL) drug, it can be sold over the counter or over-the-counter, and advertised through major e-commerce platforms, pharmacies, and direct consumer channels

The company is currently seeking strategic partnerships in the UK and globally

Liverpool, UK - June 25, 2024- Ayrton Saunders Limited (Ayrtons), a pioneer in smoking cessation and medical products, announced that the UK Medicines and Health Products Authority (MHRA) has approved the world's first and only clinically approved patented nicotine inhaler system, which can directly deliver nicotine through the lungs, helping smokers replace, reduce, and ultimately quit smoking. The company is working hard to extend this milestone approval to other markets in the European Union and other regions, and will explore discussions on regulatory and commercial avenues in the United States and Japan. The company is actively seeking partners to commercially launch this new nicotine replacement therapy (NRT) in the UK and other major markets, laying the foundation for significant global impact.

This innovative next-generation system adopts globally patented technology similar to asthma inhalers, and its uniqueness lies in its ability to quickly deliver small amounts of nicotine through the lungs and quickly reach the brain, thereby quickly and safely relieving smoking addiction symptoms. It has a fresh and clean taste, and when fully inhaled, there is no obvious odor or visible exhalation. The system consists of a reusable handheld respiratory activation inhaler device and a stable (flavored) nicotine solution. Driven by pressurized propellants, without the need for batteries, it does not generate heat when producing mist, nor does it change the chemical structure of the formula. This product can be refilled with nicotine cans, which is an attractive price point for consumers.

This product has undergone extensive user testing and clinical trials, and the results show that compared to market leading inhalers, it can more effectively reduce smoking addiction. This product currently holds a unique position in the UK market and can be sold through major e-commerce platforms, pharmacies, and direct to consumer channels (with or without a prescription), with advertising and promotion, which have regulatory restrictions on e-cigarettes or e-cigarettes. In addition, this product is the only NRT inhaler approved by MHRA, which can quickly deliver nicotine through the lungs. It is now ready for commercialization and can be used in public places such as public transportation, restaurants, and hospitals, demonstrating its safety and user friendliness.

Ayrtons is looking for sales or authorized partners to launch the product in the UK and plans to subsequently expand the product to the European Union, the United States, Japan, and the Middle East. The annual market value of the EU NRT market is currently around $1 billion, and it is expected to grow to over $1.5 billion over the next five years, while the global market value exceeds $3.8 billion. The company has established a strong supply chain, capable of delivering up to 18 million products annually, and has the ability to further expand its scale through appropriate investments.

Following the completion of initial development work by King Consumer Ltd., Gerry O'Brien, Director of Ayrtons and Fellow of the Royal College of Pharmacists, has taken the lead in developing and significantly redesigning this innovative next-generation NRT product over the past three years. This not only improves device functionality and user experience, but also lowers consumer prices.

"The team has been working tirelessly and finally achieved the important milestone of MHRA approval, making this product the first nicotine replacement therapy that directly delivers nicotine to the lungs for absorption," Mr. O'Brien said. "There are 10 million adults in the UK who smoke or smoke e-cigarettes, half of whom try to quit smoking every year, but with a success rate of less than 3%. Smoking is the main cause of premature and preventable deaths in the UK and even globally, so there is an urgent need to widely provide services and products that have been proven to help smokers safely and economically reduce or quit smoking."

He added, "The harm caused by smoking poses a huge health and economic burden on society. Although smoking cessation products currently available on the market can provide assistance, they are not suitable for most smokers trying to quit. We are pleased to be able to create and offer licenses or sell a product, and we believe that as we strive to achieve a healthier, smoke-free world, this product will play a crucial role in helping to combat tobacco dependence and improve public health."

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About Ayrton Saunders Limited

Ayrton Saunders is a subsidiary of OBG Pharma, a professional pharmaceutical company headquartered in the United Kingdom. Founded in 1868, Ayrton Saunders focuses on developing and collaborating or selling aerosol therapy products for international markets. Ayrtons has long been providing high-quality products for the international market to meet the real needs of patients

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The emergence of the new generation of nicotine inhalers, the rise of oral smoking this year, and mature HNB are all focused on one direction: helping smokers replace, reduce, and ultimately quit smoking. The original intention of the birth of electronic cigarettes is also in this direction, but in the process of rapid development, they have deviated from the track and become the mainstream of developing young and new smokers. They attract younger and younger consumers through sweet flavors such as nicotine and fruit, including underage students. Regardless of the perspective, industry and enterprise products have seriously deviated from social value and cannot go far without social value. The vast user group of global smokers should be the true target audience for e-cigarettes. Helping smokers replace, reduce, and ultimately quit smoking should become the mission of e-cigarette companies, living for the health of smokers and becoming socially responsible enterprises.