The invention relates to an oral nicotine formulation for use in the alleviation of nicotine craving, the formulation comprising a content of nicotine and a content of a pH regulating agent, wherein the formulation is designed for the content of nicotine to dissolve in the oral saliva within a period of less than 90 seconds upon oral administration, and wherein at least 40% by weight of the nicotine is absorbed through the oral mucosa.
