Press releaseNov 4, 2008 12:44 PM
Grovsnus Black – new snus with robust taste
Starting this week, Sweden’s tobacconists will be offered a masculine, rich-tasting and full-bodied alternative – Grovsnus Black. As the name implies, the portions are black.
Although the portion paper is black, production takes place using Swedish Match’s patented White Portion technology, meaning that each portion lasts longer and is less runny than traditional portion snus. Each portion contains 12 milligrams of nicotine, which means that the nicotine content is somewhat stronger than in other products produced with this technology.
“The taste is strong and full-bodied. Like other brand varieties, Grovsnus is characterized by a pure tobacco taste but it also has elements of vanilla and aniseed,” says Mikael Arnebert, Director Media Relations & PR North Europe at Swedish Match.
Grovsnus, which is now available in four varieties, had a total market share of 12.5 percent in Sweden in 2007, when some 22.3 million cans of Grovsnus were sold at a value of about SEK 700 million at the consumer level.
According to Swedish Match’s consumer surveys, most of the users who choose Grovsnus are men between the ages of 20 and 40 who are interested in sports and handcrafts and are very active in their leisure time.
“Grovsnus Black is aimed at existing snus users who want a rich-tasting and masculine snus alternative in a modern version,” says Mikael Arnebert. “As always, however, we also appeal to smokers who want to quit with the help of snus, which dramatically reduces health risks. From a health standpoint, the use of snus should more appropriately be compared with drinking coffee than with smoking.”
The brand is well established to say the least. Grovsnus has been sold in the Swedish market since the mid-1800s!
“Grovsnus has a long tradition with loyal customers and an extremely strong brand. I’m convinced that Grovsnus Black will soon take its place in snus coolers all over the country,” says Mikael Arnebert.
Grovsnus Black will be available in stores from the first week of November. Although pricing is unrestricted, the probable consumer price will be about SEK 35 per can.
Images: For high-resolution images, click the link below:
http://imagebank.swedishmatch.com/packages.jsp?fromlink=true&packageid=1676&hash=D6EC8B10691553C6D3E5BF001ECE8BD4A3762810
Background facts
Last year, 195 million cans of snus were sold in Sweden. Swedish Match’s market share amounted to about 90 percent. Nearly half of those who use snus daily are former smokers. According to Statistics Sweden, the number of snus users (between the ages of 16 and 84) totaled about 1.2 million, of whom one fifth were women. The number of daily snus users was about 830,000.
For further information, contact:
Mikael Arnebert, Director Media Relations & PR North Europe, Swedish Match
Tel: +46 8 658 0210, mobile: +46 70 529 0210, e-mail: 