Stunning FDA Order Could Wipe Out The E-Cig Market in the US, Leaving a Handful of Brands to Seize E-Cig and Vape Market:

Poda’s Beyond Burn™ Tobacco-Free Product Does Not Currently Require FDA Approval And Is Poised To Fill Looming $6 Billion Void Created by FDA E-Cig Crackdown

Posted by Editorial Staff | Sept 13, 2021 | Technology

PODA (CSE:PODA, OTC:PODAF) To Launch Patented Next- Gen Beyond Burn™ Synthetic Nicotine Product While E-Cig Market Reels From FDA Rulings


  • FDA Requires E-Cig and Vapor Companies to Prove that their products are a benefit to public health
  • FDA has Received Applications for Over 6 Million Vaping Products of which 4.5 million were rejected because they do not meet the criteria
  • Entire E-Cig Market in limbo as FDA weighs verdict on entire E-Cig Industry in the US
  • That potentially leaves investors with only a handful of choices to capture gains in a $6 billion and growing US electronic nicotine delivery market
  • Poda’s Beyond Burn™ Tobacco-Free Products currently do not require FDA approval
  • Poda has raised over $20million and is ready to launch with ability to scale
  • (And its stock is dirt cheap today…but not for long!)

“Big Tobacco” sees the writing on the wall.

Smoking is in steep decline across much of the world, and the companies that have enjoyed their status as the top-performing stock sector in American history are scrambling to adjust.3

Industry giants like Philip Morris and Altria aren’t about to let go of their reign as the world’s most successful companies either.

But they’re not going to fight the global downward trend in smoking anymore.4

Big Tobacco embraces harm reduction and finds lucrative new market

After failing in healthcare establishment, the courts, the media, and the public eye, Big Tobacco has changed course.It has decided it would rather switch than fight.

They now admit the dangers of cigarettes, and are spending billions of dollars in product development and millions more in marketing of harm-reducing smoking alternatives.


  • Industry leader Philip Morris (PMI) vows to “move away from cigarettes and other combustible tobacco products and toward healthier, smoke-free alternatives to nicotine delivery.”6
  • Number two Altria (MO) insists that “our future success depends” offering consumers less harmful alternatives to cigarettes.7
  • Number three British American Tobacco (BAT) has so far invested more than $2.5 billion in reduced harm alternatives.8

The Problem isn’t Nicotine, it’s Tobacco

For the vast majority of smokers, the whole point is the nicotine.

Ironically, and despite what most people believe, it’s not the nicotine that causes cancer and lung disease.9

It’s the tobacco. Specifically, the smoke, tar, and other chemicals in cigarettes.

Burning tobacco releases thousands of substances, many of them linked to cancer, respiratory disease, and cardiovascular diseases.10


Which is why Poda Lifestyle & Wellness’ (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) spent six years and $5 million dollars developing a revolutionary technology to deliver the satisfying dose of nicotine that smokers crave…

…and none of the harmful elements of smoke or tobacco.

Poda’s patented Beyond Burn™ is similar to Philip Morris’s FDA-approved, market- leading IQOS heat-not-burn device.


  1. Unlike the Philip Morris product, Poda’s Beyond Burnis an entirely closed system. While the IQOS must be cleaned after every 20 uses, Beyond Burn™ pods never need cleaning.
  2. Unlike the IQOS, Poda’s Beyond Burncontains no tobacco.
That second point bears repeating….

Poda’s revolutionary Beyond Burn™ contains no tobacco

Instead, the desired amount of nicotine is delivered via a proprietary method of heated tea leaves.

Here’s the Whole Story

Poda Lifestyle & Wellness is on the leading edge of a radical new way to smoke nicotine, and other dried plants that can be inhaled when heated.

The technology is called Heat-not-Burn.

Phillip Morris International, the giant multinational, spent $8.1 billion developing a similar cigarette.

But, in a stunning turn of events, Poda Lifestyle & Wellness beat Phillip Morris to critical patents, in Canada and the U.S.

Those patents could now position Poda to potentially take a huge bite out of the global market of 1.3 billion tobacco smokers.

In fact, the patents make Poda a different sort of player in the tobacco space.

That’s because while Poda’s Beyond Burn™ Poda Pods contain plenty of nicotine, they contain no tobacco. No tobacco means few regulatory issues across the globe.

From there you can extrapolate the potential for fewer health issues, which could make Poda a huge threat to Phillip Morris International.

Two JUULs Join Poda

Poda Lifestyle & Wellness’ future looks so bright that it was able to poach two superstars from JUUL Labs, which is internationally known for its e-cigarettes that vaporize flavored oils.

JUUL is famous for attracting a $12.8 billion investment from Altria (NYSE:MO), which pushed JUUL’s valuation to $38 billion.

At the time, as Bloomberg noted, the deal made JUUL more valuable than Elon Musk’s SpaceX, as well as more valuable than Airbnb.

So, there’s no doubt about the fact that it was an industry coup when Poda Lifestyle & Wellness added JUUL Canada’s former president, Michael Nederhoff, to its advisory board along with JUUL Canada’s former Head of Corporate Affairs, Nicholas Kadysh. Both were also on the leadership team at Red Bull, Canada.

That means, as Poda readies an international rollout, being able to draw upon deep experience earned at JUUL and Red Bull is a massive benefit.

A New Way To Feed An Old Habit

Poda is now taking its first steps onto a massive international stage… and looks to have cracked the code with what could rapidly become the $1 trillion market’s dominant alternative tobacco product.

In its case, Poda developed products that satisfy smoker’s cravings by perfecting the newest and possibly best alternative to cigarettes with what are known as Heat-not- Burn (HNB) products.

HNB systems are considered to offer reduced-risk products because they do NOT burn anything. Instead, they heat organic materials to release the product’s nicotine without producing smoke…

Heat-not Burn cigarettes are gaining popularity, so much so that dreams of a smokeless future could one day become a reality.

Forbes saw that future when it wrote:

“Heat-not-Burn (HNB), has the potential to slash smoking- related death and disease by appealing to the millions of smokers who’ve failed to quit using e-cigarettes and traditional nicotine-replacement therapies.”

Then the FDA chimed in:

“Scientific studies have shown that switching completely from conventional cigarettes to Heat-not-Burn (HNB) systems significantly reduces your body’s exposure to harmful or potentially harmful chemicals”

Phillip Morris International has taken the idea of a smokeless future to the extreme.

Remember, it invested $8.1 billion to finish second place behind Poda Lifestyle & Wellness’ (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) Heat-non-Burn cigarette.

On July 25, 2021, Phillip Morris International’s boss said his company will stop selling cigarettes in the United Kingdom within 10 years. PMI makes Marlboro cigarettes for the European market. Yet its CEO, Jacek Olczak said the move was part of the company’s goal to become smoke-free and to help end the use of traditional cigarettes.

Moreover, Olczak also called on the UK government to outlaw cigarettes within a decade.

Think about that, a cigarette maker wants to ban cigarettes…

That is some spectacular confidence in its Heat-not-Burn IQOS product, which is sold in 64 countries with an estimated 17.6 million users.

In all, Heat-not-Burn pulled Phillip Morris’ bacon out of the fire in the first quarter, as this April 21, 2021, MarketWatch headline so succinctly put it:

“Philip Morris beats profit, revenue expectations as IQOS strength helps offset cigarette shipment declines”

So, Phillip Morris International believes it has an ace up its sleeve with its IQOS Heat-not-Burn cigarette.

If that’s the case, then, it could be that Poda Lifestyle & Wellness’ (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) has a straight flush up its sleeve with its Heat-non-Burn cigarette.

A Deal To Enter The Massive Asian Market


Their deal with ESON Technology gives it access to ESON distribution network in Europe and Asia where ESON currently sells more than 50 million units per month. Best of all, ESON patented proprietary blend of tobacco-free products heat perfectly in Poda’s electronic nicotine delivery system.

Poda’s target is China with its more than 400 million adult smokers. Its partnership with ESON is aimed at providing Poda Lifestyle & Wellness’ (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) with a fast-tracked opportunity to rapidly develop its Chinese market share.

The Better Heat-not-Burn System & Investment Opportunity

Whether it’s China, or Japan, or the UK, Poda’s Heat-not-Burn products enter the market with a slew of competitive advantages, the first of which is that while they contain a full supply of nicotine, they contain ZERO tobacco.

Instead, they use a proprietary blend of tea leaves infused with synthetic nicotine to perfectly mimic tobacco.

The result? Smokers have a smoke-free alternative to their regular habit without sacrificing any of the satisfaction they’re used to (unlike with e-cigarettes or nicotine gums).

Smoke-free also means the toxic parts of traditional cigarette smoke are significantly reduced when using Poda Lifestyle & Wellness’ Beyond Burn™ Poda Pods.

But one of the most significant advantages is the company’s aggressively competitive pricing compared to tobacco-containing HNB products. Poda Lifestyle & Wellness’ (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) can offer a better consumer experience at a better price because they avoid rising tobacco taxes and duties (remember, they’re tobacco-free).

The WHO recommends all countries set taxes at least 75% of total price/pack:

  • Australia’s aggressive tobacco taxation has increased 12.5% per year – with a current tax of $22.07 on each pack
  • The majority of EU member countries have tax rates above 75% of the total price per pack as per WHO recommendations
  • In the US, excise tax is set by each state. DC currently has the highest at $4.50 per pack with an average tax inclusive price of $11.29/pack

A Clean Knockout

But the biggest differentiator of all is there’s no cleaning required. This solves the major pain-point that other HNB products suffer from: the need for regular cleaning.

For instance, Philip Morris’ IQOS Heat-not-Burn tobacco product must be cleaned after every 20 sticks or so. Even then, the cigarette smell never really goes away.

Ultimately, after just a few cycles, the grungy unit is like having an ashtray in your pocket.

In contrast, Poda Pods are the first and only cigarettes to have a completely closed pod. So there’s no mess because the tea-leaf/nicotine residue remains sealed inside, avoiding direct contact to the device itself.

That means no ash, no maintenance, no residual odor in the heating device, and no cross contamination between pods – each pod is a fresh experience.


Poda spent the past six years doing extensive R&D in its workshop – to the tune of $5 million, while Phillip Morris International spent $8.1 billion to come in second place.

Now Poda is ready to prove its market muscle with an international rollout.

It’s Beyond Burn™ heating devices are produced at a world-class e-cigarette factory that gives Poda Lifestyle & Wellness’ (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) the triple advantage of low- cost production, exceptional quality, and unlimited scalability for future growth.

Production Is Speeding Up

That means no ash, no maintenance, no residual odor in the heating device, and no cross contamination between pods – each pod is a fresh experience.

The proprietary process is extremely low-cost.

Better yet, Poda can now install that same automated equipment at strategic locations globally to meet regional demands while also reducing distribution costs and potentially lowering labor costs.

Its current production capability is 400,000 pods per month. The company plans to scale that up in Q3 2021 to meet increasing demand.

In other words, Poda Lifestyle & Wellness’ (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) has already invested in and built the engine and now it’s ready to turn the ignition and work it 24/7/365.

That steady beat of progress could create a Poda revenue model that is diversified across three complementary verticals:

  • Beyond Burn™ heating devices
  • Beyond Burn™ Poda Pods (think “recurring revenue”)
  • White labelling partnerships (also recurring revenue)

Expanding Distribution

In Q2 2021, Poda will launch its online retail sales portal. Since they’ll be able to sell directly to consumers worldwide, that single catalyst could drive serious investor interest in the stock.

At the same time, Poda is in ongoing distribution discussions and is pursuing various distribution agreements with FMCG (fast moving consumer goods) distributors globally.

White labelling opportunities will also let Poda extend its distribution reach.

But the biggest near-term catalyst for investors to watch is Poda’s Q2 2021 market test with the help of Shenzhen-based ESON Technology.

ESON currently distributes over 50 million of its proprietary NEAFS sticks per month into the Chinese and European markets. NEAFS sticks are IQOS-compatible single-use products.

In Q2 2021, ESON will test launch a “NEAFS by Poda” using ESON’s current distribution channels.

The test is expected to include a minimum of 1 million units to gauge the level of market interest and adoption.

If the market test is a success, Poda and ESON have agreed to partner around an ongoing offtake agreement with expected initial volumes to exceed 10 million Poda pods per month.

With those business development advantages already in place – patents, production, revenue model and distribution – Poda Lifestyle & Wellness’ (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) has multiple exciting near-term catalysts coming up and perfect timing to penetrate and disrupt the emerging HNB market.

Heat-Not-Burn And The Future of Smoking

The headwinds facing the tobacco industry seem ever-increasing:

  • Bans on menthol cigarettes
  • Restrictive non-smoking regulations
  • Rising taxes on tobacco
  • Known major health threats of cigarette smoking

That’s all good news for Poda Lifestyle & Wellness Ltd. (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) and its investors.

But the most obvious sign that HNB is the future of smoking is that big tobacco is saying exactly that.

Just look at the website of the world’s largest tobacco company, Philip Morris International.

The first thing you’ll see is its new tagline:

No surprise, really, considering:

  • PMI sunk more than $8.1 billion into developing its smoke-free business
  • It sold 76 billion heated tobacco units in 2020 for a 27.59% YoY gain
  • 25% of the company’s revenue now comes from these new products

But while HNB is paving the way for a better smoke-free future, Poda Lifestyle & Wellness Ltd. (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) is offering an even better HNB alternative that’s also tobacco-free…a clear competitive advantage that sets them apart from the pack.

Outshining The Competition

The table below of comparable companies in this market space shows how Poda Lifestyle & Wellness’ (CSE:PODA, OTC:PODAFCSE:PODA, OTC:PODAF) offers investors far greater upside potential when it comes to market cap and stock price growth.

As well, we’ve already seen how Poda has several major advantages over the industry- leading IQOS line from Philip Morris International and Altria Group (the parent company of Philip Morris USA):

  • NO tobacco
  • NO cleaning
  • NO residual odors

On top of that, Poda’s HNB system is HALF THE PRICE of the IQOS system.

The fact is, even though Big Tobacco’s heavy hitters are shifting towards a “smokeless future,” it seems that they may have missed the mark in creating a superior product for the market.

Smokin’ Hot Management & Advisory Team

Ryan Selby – Co-founder and CEO: Successful multi-patented inventor that originated the Poda concept. Business developer who led the company since it started in 2015. Over 15 years of industry experience designing, developing, patenting, commercializing and distributing innovative products and accessories for the smoking industry. As a passionate believer in the massive potential for reduced-risk smoking products, he’s committed to growing Poda on a global scale.

Ryan Karkairan – Co-founder and VP Design: Co-developed the initial Poda concept. Actively leading ongoing R&D efforts as Poda continues to develop innovative reduced-risk smoking products and accessories. Worked in the smoking industry for over 10 years and held senior management positions in both Sales and R&D. Extensive knowledge of the reduced-risk industry.

Juan Manuel (Jon) Ruiz – Strategic Advisor: Mr. Ruiz was a key executive for one of the largest tobacco companies in the world, Philip Morris International (PMI), for more than 15 years. In 2004, he was appointed Chief Executive Officer of Tabaqueira, a former Portuguese state monopoly that was acquired by PMI and contributed as one of PMI’s top 10 EBITDA producers worldwide. In 2006, Mr. Ruiz was assigned the integration of Coltabaco in Colombia, one of PMI’s largest single investments to date. After 15 years at PMI and 20 years in the fast-moving consumer goods space, Mr. Ruiz decided to expand his professional experience as CEO of Colombia’s leading media group.

Juan Manuel (Jon) Ruiz – Strategic Advisor: Mr. Ruiz was a key executive for one of the largest tobacco companies in the world, Philip Morris International (PMI), for more than 15 years. In 2004, he was appointed Chief Executive Officer of Tabaqueira, a former Portuguese state monopoly that was acquired by PMI and contributed as one of PMI’s top 10 EBITDA producers worldwide. In 2006, Mr. Ruiz was assigned the integration of Coltabaco in Colombia, one of PMI’s largest single investments to date. After 15 years at PMI and 20 years in the fast-moving consumer goods space, Mr. Ruiz decided to expand his professional experience as CEO of Colombia’s leading media group.

Michael Nederhoff – Strategic Advisor: Mr. Nederhoff is the former president of JUUL Labs Canada, a division of JUUL Labs Inc. (Altria Group, the maker of Marlboro cigarettes, invested $12.8 billion into JUUL in December 2018, acquiring a 35 percent stake). Mr, Nederhoff was hired by JUUL to launch the product and business unit in Canada and was instrumental in dealing with commercial and regulatory aspects of the e-cigarette market. He was previously responsible for launching Red Bull and CytoSport into the Canadian marketplace, he is currently the CEO of Shelter.

Nicholas Kadysh – Strategic Advisor: With over a decade of experience as a public affairs and regulatory expert, Mr. Nicholas (“Nick”) Kadysh has led government relations and regulatory departments for a number of large corporations, including acting as Head of Corporate Affairs for JUUL Labs Inc., as Government Affairs & Public Policy Leader for General Electric Canada, and as Director of Public Affairs for Red Bull Canada. He also the founder and CEO of PharmAla Biotech.


9 Big Reasons Why Poda Lifestyle & Wellness Ltd. (CSE: PODA, OTC:PODAFCSE: PODA, OTC: PODAF) Could Be This Year’s Breakout Heat-not-Burn Stock

  1. Huge Market: 1.3 billion tobacco users worldwide driving global revenue to $793 billion.
  2. Headwinds Facing Tobacco Industry: Bans on menthols; restrictive regulations; rising taxes; known major health threats.
  3. Growing Demand for Better Alternatives: Global HNB market projected to grow at CAGR of 32.8% from 2020 to 2027.
  4. Poda Pods have ZERO Tobacco: Huge competitive advantage over other HNB systems, especially since the World Health Organization says, “All forms of tobacco use are harmful, including HNB tobacco products.”
  5. Even More Competitive Advantages: No cleaning. No residual odor. No cross contamination between pods. Environmentally friendly. Heat- anything flexibility. And more.
  6. Aggressively Competitive Pricing: Made possible by avoiding rising tobacco taxes & duties and by having low production costs through proprietary production automation.
  7. Heavy Lifting Already Done: Six years of R&D and over $5 million already invested in product development.
  8. Fully Patented: The unique Poda Lifestyle & Wellness Ltd. (CSE: PODA, OTC:PODAFCSE: PODA, OTC: PODAF) HNB system IP is fully patented in Canada and patent pending in 65 additional countries, covering over 70% of the global population.
  9. Multiple Near-Term Catalysts: Global launch and commercialization in 2021. Ramping up production. Expanding distribution through white labelling, online sales, distribution agreements, and the Q2 2021 ESON market test that’s expected to include a minimum of 1 million “NEAFS by Poda” sticks.

Poda’s shares are already on the move as word is getting out.

Investors with interest should quickly speak with their broker or advisor… and show them this story too.


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Learn More About Poda Lifestyle & Wellness Ltd. (CSE: PODA, OTC:PODAFCSE: PODA, OTC: PODAF) at your brokerage today!

Learn More About Poda Lifestyle & Wellness Ltd. (CSE: PODA, OTC:PODAFCSE: PODA, OTC: PODAF) at your brokerage today!

19Phillip Morris International’s boss said his company will stop selling cigarettes in the United Kingdom within 10 years





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