Sam Carter

Sam Carter has written about nicotine and harm-reduction products in the UK for over a decade. She started out reviewing for independent forums before moving into trade and retail content, and has followed the nicotine pouch market closely as it grew from a niche Scandinavian habit into one of the fastest-growing categories in the country.

At NicotineBuzz she writes the brand explainers, strength guides and flavour breakdowns, with a focus on giving people straight answers — what a product actually does, who it suits, and who should give it a miss. Her background is in consumer journalism rather than marketing, so she tends to be just as clear about a pouch’s downsides as its selling points.

Sam holds a degree in Journalism from the University of Sheffield.