Our business

Swedish Match manufactures snus, moist snuff, nicotine pouches without tobacco, pouch products with neither nicotine nor tobacco, cigars, chewing tobacco, chew bags, matches and lighters at 13 facilities; in Sweden, the US, the Dominican Republic, the Netherlands, the Philippines, Brazil and Denmark.


Our markets

Swedish Match is a global company, with strong local brands. Swedish Match also has international brands, such as General snus and Cricket lighters. The Company’s largest markets are in Scandinavia and the US.
Our markets

Market positions

Snus and moist snuff

Snus, Sweden
Snus, Norway
Moist snuff, The US

Other tobacco products

Cigars, The US
Chewing tobacco, The US

Sales, percent

Product areaSEK
Snus and moist snuff7,484
Other tobacco products5,679
Other operations376

Sales by product segment.

Operating profit, percent

Product areaSEK
Snus and moist snuff3,477
Other tobacco products2,113

Operating profit by product segment, excluding Other operations.

Products and brands

Production is located in seven countries, with sales concentrated in Scandinavia and the US. More than a third of total sales and more than half of the operating profit come from Snus and moist snuff.

In focus

Swedish Match operates in eleven countries. The Group sells products across the globe, with production units in seven countries. The average number of employees in the Group was 6,270 in 2019. 


Swedish snus is world unique and has its origins from the end of the 18th Century. Unlike nasal snuff, which is inhaled through the nasal cavity, oral snuff is moist to facilitate using in the oral cavity. Our snus is made from ground tobacco and used under the upper lip, compared with American moist snuff, which is also available in grated form and placed under the lower lip. It contains selected air-dried tobacco variations, water, salt, softening agent, conservatives and flavoring.

The uniqueness of Swedish snus, manufactured by Swedish Match, is that we have very high quality demands. We have ensured this by following our GOTHIATEK® quality standard. The distinguishing qualities are:

  • Choice of raw materials: To ensure compliance of very high demands on raw materials, a number of chemical analyses are performed during the manufacturing process. This guarantees that harmful substances are discovered in time.
  • Manufacturing: The largest fundamental difference between Swedish snus and other snuff is the preparation process itself. Swedish Match’s snus is manufactured through a proprietary developed heat-treatment process – a pasteurizing method that eliminates most of the bacteria that are naturally found in dried tobacco. The preparation occurs with full control of process conditions and process hygiene aimed at providing the snus with a longer shelf life. On the other hand, traditional American moist snuff is fermented.
  • Legislation: In Sweden, snus manufacture and its usage fall under the Food Act. Snus is therefore subject to the same control as food. The National Institute of Public Health is the supervising authority for warning texts on tobacco products and manages the ingredients reports that all tobacco manufacturers must submit annually, in accordance with applicable EU directives. Marketing and sales issues fall under the Swedish Consumer Agency.
  • Cold storage. We recommend cold storage for snus for best shelf life.
  • All snus operations within Swedish Match in Scandinavia are quality and environmentally assured in accordance with ISO 9001:2000 and 14001:2004.


Swedish snus is manufactured from selected tobacco varieties, various salts, flavoring and moisture-preserving substances. In Sweden, snus is classed as food. Only food-approved ingredients are used in snus and the manufacturing occurs in premises that are hygienically suitable for food production.

Swedish snus includes mainly the following ingredients:

  • Cooking salt – gives taste and has a preserving effect
  • Sodium carbonate – a basic pH-regulating agent that transforms into bicarbonate in snus. 
  • Food-approved moisture-preserving substances such as glycerol and propylene glycol 
  • Flavoring – gives the various brands their specific character.

We add a variety of flavors and aromas to snus, like licorice, lemon oil, and rose oil. These are all approved food additives by the Swedish National Food Administration (like the USFDA) and follow the Swedish Match Ingredients Policy. However, the exact recipes are business secrets, of course.

Snus production - General Original Portion

Swedish Match's vision is a world without cigarettes

Vision and strategy