Press release; Jan 14, 2011 3:45 PM CET

Swedish Match announces retirement of Lennart Freeman

Swedish Match announces that Lennart Freeman, Executive Vice President of Swedish Match AB, will retire effective March 1, 2011 after more than 30 years with the Company. Freeman is currently President of the Lights operating units, and prior to that served as President of Swedish Match International (SMI).

During his tenure as SMI President, Freeman successfully completed a major restructuring of that operating unit, resulting in the sale of the South African business to Philip Morris International in September 2009. He was also a part of the team to successfully execute the merger of the cigar and pipe tobacco businesses with Scandinavian Tobacco Group in October, 2010, creating one of the largest cigar companies in the world. Freeman’s 33 year career span with Swedish Match includes serving as President of Swedish Match North America Division from 1999-2008, President of the Swedish Match Cigarette Division, Managing Director for Cricket Lighters, as well as various marketing and business development positions within Swedish Match.

“Lennart has been a valued member of the Group Management Team, and brought leadership and determination in making change happen. On behalf of all of the employees of Swedish Match, I wish Lennart and his family the very best for the future”, said President and CEO Lars Dahlgren.

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For further information, please contact:
Lars Dahlgren, President and Chief Executive Officer
Office +46 8 658 0441, Mobile +46 70 958 0441
Joakim Tilly, Chief Financial Officer
Office +46 8 658 0213, Mobile +46 76 860 9597
Emmett Harrison, Senior Vice President Corporate Communications and Sustainability
Office +46 8 658 0173, Mobile +46 70 938 0173
Richard Flaherty, President US Sales Division, US Investor Relations contact
Office +1 804 302 1774, Mobile +1 804 400 1774