• Skip to main content
  • Go to main navigation
  • Go to language selector
SearchFree text

Swedish Match
  • svenska
Close
  • Swedish Match websites

    • Image Bank
    • Swedish Match Brasil
    • Swedish Match Industries
    • Snus and Match Museum
  • Brand websites

    Smokefree

    • Swedish Match e-commerce service (SE)
    • General (US)
    • Longhorn (US)
    • Pinkerton Tobacco
    • Niqo Co.

    Lights

    • Cricket
    • Nitedals
    • Redheads
  • Other

    • Swedish Match Denmark
    • Swedish Match Norway
    • The Solstickan Foundation (SE)
  • Home
  • Our company More Less

    Our company

    • About us
    • Markets More Less
      • Our product categories and markets
    • Company history More Less
      • Svenska Tobaks AB
      • Svenska Tändsticks AB
      • Swedish Match AB
    • Corporate Governance More Less
      • Articles of association
      • AGM minutes
  • Our business More Less

    Our business

    • Smokefree More Less
      • Nicotine products and regulations
      • History of snus
      • Snus production
    • Cigars More Less
      • History of cigars
    • Lights
  • Sustainability More Less

    Sustainability

    • Strategy and approach
    • Materiality assessment More Less
      • Sustainable Tobacco Program
    • Code of Conduct More Less
      • Supplier Code of Conduct
      • Swedish Match North America Terms and Conditions
    • Sustainability information More Less
      • Environment
      • Compliance
      • Employees and social conditions
      • Human rights
    • Sustainability reporting
  • Investors More Less

    Investors

    • Share holdings
    • Financial reports
    • Debt information More Less
      • Debt programs
      • Outstanding bonds
  • Media More Less

    Media

    • Press releases and news
    • Swedish Match logotype
    • Images
    • Videos
    • Swedish Match Norway More Less
      • Our history
      • Sustainability
    • Media contacts
  • Snus and health More Less

    Snus and health

    • Our standpoint
    • Swedish Match Scientific Publications More Less
      • Our Scientific Publications
    • GOTHIATEK® More Less
      • GOTHIATEK® standard
    • The Swedish Experience
    • Research on snus
    • Smoking cessation
    • Snus and the Swedish Food Act
    • Nicotine More Less
      • Nicotine labeling of Swedish Match products
      • Snus, nicotine and nicotine addiction
    • Tobacco use More Less
      • Tobacco use in figures
  • Career More Less

    Career

    • Employee strategy
    • Our culture
    • Work environment
    • Diversity and non-discrimination
    • Competence development
    • Compensation and benefits
    • Vacant positions
    • Student
    • HR contacts
Our websites
Language:
  • English
  • svenska
Media
  • Press releases and news
  • Swedish Match logotype
  • Images
  • Videos
  • Swedish Match Norway
  • Media contacts
Swedish Match's logo
News; Sep 11, 2012 9:55 AM CET

General seeks its roots with new design

General Classic White snus
General Classic White Mini snus
General Classic Loose snus
General Classic Portion Original snus

General is Sweden’s most widely sold snus and the brand is growing in global popularity. Following 150 years and more than 20 different packaging designs worldwide, General is introducing a new contemporary design with solid links to the brand’s history.

Already in 1866, Johan A. Boman developed his recipe. Carefully selected tobacco of the highest quality topped with a drop of bergamot oil. The result was the unique flavor that came to define the Swedish snus experience. General is still produced according to Johan A. Boman’s basic recipe, although the snus with its distinct character has evolved and is currently available in 14 different varieties in Sweden and Norway alone.

“The snus requirements of consumers have been refined and we have adapted the product over the years,” says Markus Eileryd, Senior Brand Manager for General. “Along the way, however, the design profile of the product portfolio has suffered.”

Now, all products in the General family will receive a new appearance. The aim of the new packaging is to define the brand through a more uniform design. The launch is scheduled for early September.

“General is a fantastic success story,” says Markus Eileryd. “Today, we sell more than 90 million cans annually. Now that we are vitalizing the design, we want to enhance the premium sensation, while capitalizing on the historical origins. The new design is a better match to the product experience.”

The design was developed jointly with The Brand Union in Stockholm.

 

Home / Media / Press releases and news / General seeks its roots with new design

Contact us

  • Media contacts
  • HR contacts
  • Consumer contact

Find us

  • Headquarters
  • Sales office
  • Factory
  • Distribution
  • Store
  • Research & Development
  • All addresses
Map

Corporate headquarters

Phone: +46 10 13 93 000

Sveavägen 44
SE-118 85 Stockholm

Corporate headquarters
Swedish Match

Swedish Match AB
SE-118 85 Stockholm

Phone +46 10 13 93 000
Corporate reg no. 556015-0756

About the website

  • Sitemap
  • Site policy
  • Privacy notice
  • Information about cookies
  • Legal responsibility

Find information

  • Search
  • FAQ
  • Archive