Inhibition of sensory irritation during consumption of non-smokeable tobacco products

A method of making an orally-enjoyable tobacco pouch product, comprising

• encapsulating an active ingredient selected from the group consisting of a mercaptan, camphor, borneol, isoborneol, bornyl acetate, isobornyl acetate, mono-bornyl succinate, mono-isobornyl succinate, mono-bornyl formate, and mono-isobornyl formate in a film or coating;
• placing an inner filling material containing tobacco in a porous pouch wrapper;
• applying the film- or coating-encapsulated active ingredient to a surface of the pouch wrapper;
• and
• forming at least one seam by bonding opposed layers of the porous pouch wrapper such than an unbonded area is formed between the at least one seam and free edges of the opposed layers so as to form an oral pouch product,
• wherein the active ingredient is present in an amount effective to reduce or eliminate sensory irritation arising on oral enjoyment of the pouch product.