Nicotine pouches from Sweden: A modern approach to tradition

Sweden has long been known for its progressive approach to innovative solutions. One such innovation is the nicotine pouch, a modern alternative to traditional tobacco products. Zyn is a leading brand in this field that stands for a change towards more discreet and smoke-free nicotine use.

How Zyn took the leap from Sweden

Nicotine pouches have swiftly risen to prominence in Sweden. They are a modern variety of the brown, tobacco-containing snus that have long been part of the country’s traditions. Contrary to the brown snus, nicotine pouches offer a smoke-free, spit-free, and tobacco-free way to use nicotine.

A prominent brand like Zyn is a good example of this newer type of white, tobacco-free snus. The brand originated from the innovative minds of Swedish-American biochemists Linus Mealey and Mattias Sharpe-Sjöberg. It was introduced in the United States in 2014 and quickly captivated the market over there.

By 2019, production ramped up significantly with the expansion of a manufacturing plant in Owensboro, Kentucky, thanks to a $115 million investment by Swedish Match. This allowed for a dramatic increase in availability, with Zyn pouches being sold in approximately 100,000 stores across the U.S. by the end of 2020.

Increased market shares and acquisition

The popularity of Zyn pouches skyrocketed, driving substantial revenue growth for Swedish Match. By 2023, Zyn had secured a commanding 67% share of the U.S. market, with a staggering increase in sales from 20 million pouches per month in late 2019 to over 140 million per month by early 2022.

In November 2022, Swedish Match was acquired by Philip Morris International, marking a new chapter for Zyn. The company has a vision for a “smoke-free future”, and Zyn fitted perfectly into that. As part of this strategy, Philip Morris has phased out its former nicotine pouch brand, Shiro.

Zyn’s journey from a novel idea to a market leader is a good example of the innovative spirit of Sweden. It shows how traditional practices can evolve and adapt to contemporary needs.

How to use nicotine pouches

Nicotine pouches, like Zyn, are designed to be placed discreetly between the gum and upper lip. They come in different flavours and nicotine strengths, to suit varying personal preferences.

Unlike smoking or traditional snus, these pouches do not produce smoke or require spitting. Whether you are in a meeting, on public transport, or enjoying a night out, nicotine pouches can be used without drawing attention. They are easy to carry and use, requiring no additional accessories. Simply place a pouch in your mouth, and the nicotine is released gradually.

The many flavour variants – from classic mint to exotic blends – is something else that is very different from the classic brown snus. Many users find their own favourite, or they appreciate the possibility of variety that allows them to customise, adding a touch of personal preference. The availability of different nicotine strengths also caters to both new users and those with higher nicotine needs.

In essence, nicotine pouches like Zyn encapsulate a modern approach to nicotine consumption, blending convenience, discretion, and a personalised experience. This adaptability and ease of use contribute to their growing popularity among a wide range of users.