Press release; Oct 25, 2005 1:02 PM CET

Swedish Match to launch a new Swedish snus, General Onyx

Swedish Match today has announced the launch of a new premium snus, General Onyx, to be introduced in the Swedish market in November. General Onyx is produced with a special tobacco blend in a new pouch form and deluxe packaging, offering a new standard for snus in Sweden.

“This is the best General snus we have ever made -- the blend, the packaging, even the snuff pouch itself has been improved to deliver the ultimate in consumer satisfaction. Just by looking at the can and the presentation of the product, people will know that this is special. We are proud to move to a whole new level with General Onyx,” says Sven Hindrikes, President and CEO of Swedish Match.

General Onyx will be available in a select group of stores during its initial phase, and will be priced at a premium to other snus products available on the Swedish Market.

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 13,022 MSEK 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