Snus

Snus

Snus is an oral smokeless product that contains tobacco. Snus use doesn’t involve burning tobacco and, as a result, snus contains fewer and lower levels of harmful toxicants than those found in cigarette smoke. In Norway and Sweden, where snus has been available for many years, its use has gradually replaced cigarette smoking. Evidence from these countries demonstrates that snus has significant harm reduction potential compared with cigarettes. 

What is snus?

Snus (sounds like “snoos”) is available in a loose formulation but is most commonly comprised of a small, permeable pouch or sachet. This contains tobacco which has been processed into a powder and mixed with other ingredients, such as flavors, pH adjusters, and humectants. 

Unlike moist snuff or chewing tobacco, which are fermented, the Swedish snus undergoes heat treatment (pasteurization) to limit bacterial growth and reduce the formation of carcinogenic tobacco-specific nitrosamines (TSNAs). Our snus products are commercialized under various brands such as General.  

How is snus used? 

Snus is placed in the mouth between the upper lip and gums. Saliva releases nicotine, which is then absorbed across the oral mucosa. Snus products are assembled and formulated in a way to minimize saliva production, making them easier and more discreet to use than oral products such as chewing tobacco, which require spitting.  

What's inside snus?  

Snus is made by grinding tobacco, mixing it with water and salt, and then pasteurizing it. After cooling, additional ingredients are added before the mixture is packed into sachets. The finished product then undergoes cold storage for a few days to allow the snus to mature and acquire its characteristic aroma and flavor.  

Our snus contains the following:   

Tobacco 

The tobacco used in snus is air or sun-cured and then ground into a powder. No genetically modified (non-GMO) tobacco is used in our snus. 

 

Binders and Fillers 

Water is added to achieve a moisture content of approximately 45–60%. To maintain this level, propylene glycol and glycerol are incorporated to retain moisture and minimize water loss. 

 

pH adjusters 

Nicotine absorption via the oral mucosa is more efficient when nicotine is in its unprotonated (i.e., free base) form, which is the predominant form at pH higher than 8. If the pH is too neutral or acidic, nicotine won’t transfer through the oral mucosa and if the pH is too basic, it may increase oral irritation. Therefore, pH adjusters such as sodium carbonate (sometimes in combination with sodium bicarbonate or calcium chloride) are used to adjust the pH of the pouches to reach absorption levels within the desired range. 

 

Flavors and sweeteners

Food-grade flavors and/or sweeteners are used to differentiate the products and cater to diverse preferences and tastes of adult users. Salt is also added to enhance flavor and prevent the growth of bacteria. 

 

Pouch 

This is made of a nonwoven, permeable material (while loose snus does not use a pouch).  

What is the GothiaTek® standard for snus?

Our snus products adhere to the GothiaTek® quality standard. This product standard was introduced by Swedish Match in 2001 (and updated in 2012) as a voluntary quality standard for the company’s snus products. It was later adopted by many snus manufacturers in Sweden.  

The GothiaTek® standard goes beyond the Swedish National Food Agency regulations (LIVSFS 2024:2), which all Swedish snus manufacturers must comply with, by setting stricter limits on harmful substances (including TSNAs). It also expands the list of monitored toxicants, implements rigorous and continuous quality control protocols, and requires full transparency of ingredients and sourcing practices to ensure enhanced consumer safety and product consistency. 
 
The starting point for the GothiaTek® standard is the requirement for maximum allowable levels of certain undesirable substances in Swedish snus. These include, but are not limited to, lead, formaldehyde, and aflatoxins, as well as three TSNAs—N-Nitrosonornicotine (NNN), 4-(Methylnitrosamino)-1-(3-pyridyl)-1-butanone (NNK), and benzo[a]pyrene (B[a]P)—which have been recommended for regulating by the World Health Organization (WHO) since 2009. Products that meet the GothiaTek® standard contain lower levels of TSNAs, which are classified as Group 1 carcinogens by the International Agency for Research on Cancer (IARC), compared with most other oral products like moist snuff or chewing tobacco. 

The reduction in TSNAs is achieved through strict requirements and controls for the entire manufacturing process. This includes optimizing the fertilization of the tobacco plants, exclusively using air- or sun-cured tobacco (thereby avoiding fire-cured tobacco, which exposes leaves to high temperatures and smoke that elevate TSNA levels), pasteurizing the tobacco rather than fermenting it (as is common in products like chewing tobacco and moist snuff), and strictly controlling the temperature during manufacturing to prevent unintended fermentation. There are also strict hygiene requirements to prevent the introduction of bacteria which can promote TSNA formation during manufacturing. 

GothiaTek® also specifies a standard for selection of raw materials that is consistent with the Swedish Food Act for additives and flavorings. In addition, the standard requires that consumer information such as a declaration of ingredients, detailed information on brand-specific product characteristics, and updated summaries of research results on health effects of snus must be publicly available. 

 

Since its inception in 2001, the GothiaTek® standard has led to a rapid decline in harmful chemicals in modern snus. Abbreviations: HPHC: harmful and potentially harmful constituent, Total TSNAs: total tobacco-specific nitrosamines, NNN: N-Nitrosonornicotine, NNK: 4-(Methylnitrosamino)-1-(3-pyridyl)-1-butanone, B[a]P: benzo[a]pyrene. Source: Rutqvist, L. E., et al. 2011. Swedish Snus and the GothiaTek® standard. Harm reduct. J. 8, 11. doi: 10.1186/1477-7517-8-11. For additional information, please visit www.SwedishMatch.com

Adherence to the GothiaTek® standard has contributed to the low health risk profile of Swedish snus compared with other smokeless tobacco products. Swedish Match continues to develop GothiaTek® in pace with new findings, innovations, and technological achievements.

What do we know about the real-life impact of snus use? 

There is a long history of snus use in Sweden, dating back around 200 years, and as a result there is a great deal of data on the public health impact of snus. This data shows that, since the 1970s, Sweden has seen a significant decline in smoking rates and cigarette sales in favor of oral smokeless products. Snus is now the predominant form of tobacco use in Sweden, and in 2024 the country had the lowest rate of smoking prevalence in the EU.

Cigarette packs typically contain 20 cigarettes, while cans of snus and nicotine pouches generally include an average of 21 pouches. Note that temporal associations do not demonstrate cause and effect and are subject to inherent limitations as specific factors associated with changing cigarette sales volumes over time have not been fully analyzed.​ Source: Swedish Match estimates, SMD Logistics. 

In addition, epidemiological data show that Swedish men have the lowest incidence of trachea, bronchus, and lung cancer in the EU. This is largely explained by historically lower smoking incidence due to men transitioning away from cigarette to snus decades ago. In contrast, cigarette smoking has been the most prevalent form of nicotine consumption among Swedish women up until very recently. As a result, their trachea, bronchus, and lung cancer rates remain largely similar to other EU countries.

Source: International Agency for Research on Cancer (IARC) (Accessed December 12, 2025). https://gco.iarc.who.int/today/en

Norway, where snus is also legal and widely accepted, has experienced a similar decline in smoking prevalence. Daily smoking among adults decreased from 20% in the early 2000s to 8% in 2024, while daily snus use increased to 15% of adults over the same period. This parallel trend in Norway is often cited as a demonstration that the Swedish experience of declining cigarette use can be replicated in other populations given access to alternatives.

 What is the health impact of snus?

There is a considerable body of research examining the health effects associated with snus use, including the following findings:

  • Portion-packed snus is not associated with significant increased risk of oral cancers, including gastric, pharyngeal, neck, and esophageal cancer. 

  • Toxicological studies conducted by Swedish Match on levels of 36 harmful and potentially harmful constituents (HPHCs) found that snus contained significantly fewer and lower levels of these chemicals compared with cigarettes and moist snuff. 

  • Epidemiological evidence from Sweden indicates that snus use can successfully move smokers away from cigarettes for good.

In light of the extensive evidence regarding snus use, eight variants of our snus product, commercialized as General, have received the Modified Risk Tobacco Product (MRTP) status from the U.S. Food and Drug Administration (FDA) and are permitted to be marketed with the following reduced risk claim: “Using General Snus instead of cigarettes puts you at a lower risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis.”   

Snus is not risk free and contains nicotine, which is addictive. The best choice any smoker can make is to quit all forms of tobacco and nicotine use altogether.

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