Sett is a first-of-its-kind nicotine alternative that features a synergistic combination of Ceretine™ & L-theanine. Ceretine™ is proprietary compound that is designed to provide nicotine-like satisfaction with fewer downsides. L-theanine has been shown to reduce nicotine induced reward effects via inhibition of the dopamine reward pathway.

Ceretine is a proprietary, patented ingredient designed to deliver the same satisfaction as nicotine with fewer downsides. Ceretine is a synthetic alkaloid derived from nicotine acids (b-vitamins). It is similar in structure to nicotine, yet chemically distinct. Ceretine works on the same mechanism of action as nicotine. More specifically, Ceretine binds to nicotinic-acetycholine receptors (nAChRs) in the brain - thus promoting higher levels of dopamine and acetylcholine in the brain. This mechanism promotes feelings of positive mood, focus, and motivation.

The story behind Ceretine™ begins in the early 1980s. Big Tobacco was in the midst of a royal-spanking from the health authorities for lying about the health consequences of smoking. There was concern among these companies that nicotine might get banned altogether in the US, so they set out to develop better alternatives to nicotine . Scientists at these companies synthesized more than 20 different ‘nicotine-alternatives’ - some of which had very promising research behind them. As we all know, nicotine was not banned in the US, so for the most part Big Tobacco did their best to bury the evidence around these nicotine alternatives. We believe they did this because they might have actually found compounds that are better than nicotine, and potentially less addictive. 40 years later, our scientists picked up where these folks left off. We identified the most promising of these compounds and conducted our own clinical trials to verify safety and efficacy. Then of course, we had to try the product ourselves. We ran more 15 different test-batches with multiple manufacturing partners to develop our first product - all along the way consulting with our Scientific Advisor Board and sharing our prototypes with fellow high-performing nicotine users to compare effects. What we have created today is a product that is perfectly tailored to the consumer that uses nicotine to be more productive and energized, but doesn’t want to be left feeling anxious and drained after using their pouches. In conjuction with other functional ingredients like L-Theanine, we think you’ll feel better during and after using our pouches. In the long run, our goal is to prove that Ceretine™ is measurably better than nicotine on multiple dimensions, and we are purusing a robust clinical strategy to validate this.

Ceretine™ is produced through a proprietary process of modifications to nicotinic acids (B-vitamins). It is produced in a FDA-registered facility in the United States. This facility is CGMP, and ISO-9001 certified. There are zero tobacco products or derivatives involved in this process.

Ceretine™ has gone through rigorous testing over the last two years, with even more studies planned for the near future. We have performed toxicity studies in vitro and in vivo to confirm that Ceretine™ is not carcinogenic, nor mutagenic, and has a similar toxicity profile to that of nicotine. We have also performed ‘receptor-binding affinity’ studies to measure how exactly Ceretine™ interacts with nAChRs. These studies show that, in aggregate, Ceretine™ has an extremely similar binding affinity to that of nicotine, but interestingly, binds less effectively to the α6 AChR (pronounced ‘Alpha 6’). This specific receptor is believed to play a signifcant role in nicotine dependence.

Given that Ceretine works on the same mechanism of action as nicotine, Ceretine also has addictive potential. While it is not required for us to place a warning label on our products, we do so to make consumers aware that what they are consuming works in a very similar way to nicotine. As a company, our philosophy is that the habit-forming nature of a product or behavior does not singularly define whether it is good or bad for you. Sugar is addictive, and has basically zero positive side-effects. Exercise can be addictive, yes has almost entirely positive side-effects. Caffeine is addictive, and has both positive and negative side-effects. We view products like Ceretine through a similar lens - it is a tool. It can be used responsibly to be more productive and energized, or you can use it irresponsibly.

L-Theanine is a natural amino acid found in green tea that promotes relaxation without drowsiness. It supports enhanced focus by blocking excitatory glutamate in the brain and increasing activity of neurotransmitters like GABA. It works synergistically with Ceretine™ to prevent overstimulation.

Expect a gradual increase in focus and clarity, with a smooth and sustained energy boost free from jitters, or crash. Unlike nicotine pouches, Sett provides steady cognitive enhancement without sudden peaks or dips.