Press release; Dec 2, 2005 4:11 PM CET

Swedish Match Launches Kronan Snus in Sweden

Swedish Match announces its newest snus brand in Sweden, Kronan, with a unique, yet classical Swedish taste and aroma, available in traditional 24 gram pouch cans. Kronan, with its distinctive green and yellow packaging, will offer consumers the first popularly priced pouch snus produced under strict GOTHIATEK® standards for product quality.

Kronan will be available in limited distribution beginning from mid-December.

Swedish Match is a unique company with its range of market-leading brands in the product areas of snuff and chewing tobacco, cigars and pipe tobacco – tobacco’s niche products – as well as matches and lighters. The Group’s global operations generated sales of 13,022MSEK for the twelve month period ending September 30, 2005. Swedish Match shares are listed on Stockholmsbörsen (SWMA).

Swedish Match AB (publ), SE-118 85 Stockholm
Visiting address: Rosenlundsgatan 36, Telephone: + 46 8 658 02 00
Corporate Identity Number: 556015-0756

For further information, please contact:
Emmett Harrison, Vice President, Investor Relations (IR)
Office +46 8 658 01 73, Mobile +46 70 938 01 73
Mikael Arnebert, Press Relations & Public Affairs Manager, North Europe Division
Office +46 8 658 02 10, Mobile +46 70 529 02 10