News; Sep 8, 2015 11:00 AM CET

Long-awaited comeback of Göteborgs Rapé Original

Göteborgs Rapé Original was withdrawn from the Swedish Match range at the start of the 2000s to make way for the innovative Göteborgs Rapé White, which is now one of the best-selling snus products in Sweden.

Consumer demand to bring back Göteborgs Rapé Original has risen in line with the growth of the Göteborgs Rapé brand, and so an updated version of Göteborgs Rapé Original will be back in stores in September 2015.

“Following repeated calls from snus users to reintroduce Göteborgs Rapé Original to our range, I am delighted that we can now offer the product once again,” says Tove Lundgren, Brand Manager for Göteborgs Rapé Original.

“Much has happened since the withdrawal of Göteborgs Rapé Original from the range just over 15 years ago. For example, we have adjusted product characteristics so that they meet current demands and, in particular, the quality* of all Swedish Match products has been enhanced – but naturally we have kept the unmistakable and much-appreciated flavor that distinguishes Göteborgs Rapé,” says Tove Lundgren.

Göteborgs Rapé was created back in 1919. Göteborgs Rapé is currently available in eight different varieties and in the third-largest snus brand in Sweden. Göteborgs Rapé Original is scheduled for launch in mid-September and will be sold nationwide in Sweden.

All Swedish Match products are manufactured under the GOTHIATEK® quality standard, which aims to minimize the level of unwanted substances in the product. Swedish Match guarantees that the quality of its snus is 100-percent controlled from seed to can. Read more about GOTHIATEK®.
Göteborgs Rapé snus - group image