I'm not sure why they just didn't start with a human trial, animal trials don't impress anyone! That being said this next trial should be a defining one if we can show superior performance over ON and Zyn. I believe both these products may use nicotine polacrilex, I see Juul uses nicotine benzoate.
Dissolution Testing of Nicotine Release from OTDN Pouches: Product Characterization and Product-to-Product Comparison The percent of total release profiles of nicotine from the on!®More rapid nicotine dissolution was observed for all five products with a total percent release of ~80% in the profile region between zero and 20 min. The total percent of release for all products (>95%) was achieved within 40 min before the nicotine dissolution profiles reached a plateau. https://www.mdpi.com/2297-8739/8/1/7