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Swedish Match Nicotine Pouches – Which Brands do they Offer?

VOLT Nicotine Pouches

In this article, we will specifically delve into the fascinating universe of products offered by Swedish Match. As a global leader in the tobacco industry and predominantly in tobacco snus, Swedish Match has a storied history of providing quality products to millions of consumers worldwide. The company has evolved over the years, continuously innovating and adapting to meet the changing demands and preferences of its customers. One such innovation is the advent of nicotine pouches, a product that’s been gaining traction in recent years.

Nicotine pouches, for those who may be unfamiliar, are smokeless and tobacco-free products that offer a cleaner, discreet, and tobacco-free way to consume nicotine. Nicotine pouches come in various flavors and strengths, catering to a wide range of user preferences.

Swedish Match is the largest producer of tobacco snus in the world and has a long experience of making high-quality tobacco snus. As the market demanded new, tobacco-free alternatives, Swedish Match listened and launched a new product that offers the same experience as tobacco snus but without the tobacco. The result is a new type of product that has grown immensely in popularity in the last couple of years, nicotine pouches.

With the increasing demand for nicotine pouches, a large number of new companies and brands have entered the market. But with its long history and extensive expertise in Swedish Snus manufacturing, it’s easy to see why Swedish Match has managed to establish itself as one of the leading companies in the nicotine pouch industry today. With this said, Swedish Match has been able to use its extensive knowledge and expertise of making oral products and applying it to the manufacturing of nicotine pouches. For this reason, Swedish Match is regarded as one of the top manufacturers in the world when it comes to product quality.

As the popularity of nicotine pouches has grown over the last couple of years, Swedish Match has continued to grow and expand its portfolio of brands and offerings to cater to a wider audience and get a larger market share. Today, Swedish Match has multiple brands of nicotine pouches in its portfolio but which are those brands?

Our journey today will navigate the diverse portfolio of nicotine pouch brands Swedish Match offers, providing you with an in-depth look at each brand’s unique features.

Whether you’re a seasoned nicotine pouch user or a curious newcomer, we hope this guide will provide valuable insights into the world of Swedish Match nicotine pouches. Stay with us as we explore their history, delve into the portfolio of brands offered by Swedish Match as well as differences between them and offer tips on choosing the pouch that suits you best. 

What are Nicotine Pouches?

Before we delve deeper, let’s first understand what nicotine pouches are. 

Nicotine pouches are a relatively new type of nicotine product although it is inspired by a product that has existed for centuries, Swedish tobacco snus.

Nicotine Pouches come in pre-packed pouches and contain nicotine, flavoring, as well as other food-grade ingredients. Nicotine pouches are placed under the upper lip where they release nicotine into the bloodstream in a discreet, convenient, and smoke-free way. Since nicotine pouches do not contain any tobacco and are smokeless, they have become increasingly popular in recent years as a less harmful nicotine alternative.

Nicotine Pouches are used in the exact same way as tobacco snus with the difference that they do not contain any tobacco. Since snus has been Swedish Match’s main focus for many decades, it’s easy to understand how the company’s expertise has allowed them to quickly adapt to this new segment and create high-quality nicotine pouches as well.

Using a nicotine pouch is a straightforward process. You simply take a pouch from the can, place it under your upper lip and leave it there fore about 20 to 60 minutes. There’s no need to spit, as the pouches are spit-free. You can enjoy the release of nicotine while going about your daily activities, making it a convenient option for those who are always on the go or in situations where smoking isn’t allowed.

Nicotine pouches come with a number of potential benefits. For one, they are smoke-free and spit-free, making them more socially acceptable in many settings where smoking is frowned upon. Furthermore, they also don’t stain your teeth like traditional tobacco products can. Moreover, because they often don’t contain tobacco, they don’t produce the harmful tar that traditional tobacco products do.

These are the primary reasons why the popularity of nicotine pouches has grown dramatically in the last couple of years.

 Swedish Match Nicotine Pouch Brands

Swedish Match was one of the first companies in the world to launch a tobacco-free nicotine pouch. Prior to releasing its first tobacco-free nicotine pouch, Swedish Match had experimented with making tobacco snus with washed tobacco or only partially containing tobacco which became the precursor to the tobacco-free nicotine pouches we know today.

In 2014, Swedish Match created its first nicotine pouch brand ZYN. The brand was first launched in the USA before being released in Sweden in 2016 as well as other markets after this.

As a result, Swedish Match became one of the very first brands to enter or effectively lead the development of this new nicotine segment. ZYN is undoubtedly the most popular and well-known brand from Swedish Match but since then, Swedish Match has added several new brands to its portfolio. Let’s have a look at the brands offered by Swedish Match.



ZYN is the single most popular nicotine pouch brand offered by Swedish Match. It is also the first nicotine pouch brand from the company, which naturally has allowed it to establish a particularly strong position within this product segment.

ZYN was first launched on the US market in 2014 and has therefore a particular strong presence in North America. The brand is now present on most markets and is one of the leading brands in the world, appreciated for its quality and wide selection of flavors and strengths.

ZYN is known for its clean and crisp flavors, ZYN pouches provide a fresh nicotine experience. They’re crafted with care to offer an array of choices to consumers. The brand includes a wide selection of varieties, each available in two different strengths. Moreover, different markets have different flavors available. From the minty blast of Cool Mint, Peppermint, Wintergreen, Spearmint, and Smooth to the warm kick of Cinnamon and Coffee, there’s a flavor for every palate. For those who prefer a fruity or unique touch, ZYN also offers Citrus, Chill, and Menthol varieties​.


Volt nicotine pouches

VOLT is a brand that was launched by Swedish Match in 2021. 

Sophia Bailey, Brand Manager at Swedish Match stated the following upon the launch of Volt:

”We hope that Volt appeals to an urban, conscious and sophisticated group that already uses smokeless nicotine products today, but is looking for something new and unexpected that is also associated with high quality. Swedish Match was first in the category with Zyn and it is, among other things, the experiences we have packaged in slim format – and with unexpected flavors with a twist”

The launch of Volt was based on a close collaboration with consumers where they tried to produce a product that lifts and sharpens the category. One insight is that users like brands that are both trendy and sophisticated but at the same time exciting and playful.

Earlier, some of the nicotine pouches with the highest nicotine strengths were offered sold under the ZYN brand but eventually, Swedish Match decided to instead sell them under a new brand, VOLT, as a brand focused more on strength and intense nicotine experiences.

XR Free from tobacco

XR is originally a line of a new-generation tobacco snus from Swedish Match that comes in slim pouches, are offered at a lower price, and are designed to have less drip. The XR collection consists of multiple types of tobacco snus.

In 2021, Swedish Match broadened the XR family and introduced its first tobacco-free version of XR called XR Free from Tobacco. It follows the same concept of the brand’s tobacco snus and comes in a slim format with minimal drip. XR Free From tobacco is inspired by Swedish Match’s most popular snus brand ”General” and is designed to resemble the taste of General snus as closely as possible. As such, it fills void that previously existed on the market, offering tobacco snus users a tobacco-free alternative yet with a tobacco-inspired flavor.

”Now we are broadening the offer in all-white nicotine portions and adding a tobacco-free product to our XR series. We want to offer an alternative for those of our consumers who are looking for a tobacco-free product but who still appreciate the taste of tobacco, the traditional snus taste” said Karin Pauli, marketing manager for Swedish Match Sweden.

Moreover, they stated:

”Swedish Match originally launched all-white nicotine portions in Sweden in 2016 under the ZYN brand, which are available in several different flavors and pouch formats. XR Free from Tobacco is the first nicotine portion product Swedish Match launches in Sweden that has a tobacco-inspired flavoring.”


Swave is another nicotine pouch brand offered by Swedish Match. Save is manufactured on Gotland island in Sweden by Gotlands Snus AB. Swedish Match acquired the majority shares of Gotlands Snus AB in 2018. Gotland Snus had focused on tobacco snus since its inception but in 2020, Gotlands Snus AB launched its first nicotine pouch brand Swave.

Upon the launch, Swedish Match stated:

”Swave is a brand new product series with tropical and fruity flavors that offers a quick delivery of the nicotine with a clear and long-lasting taste without drip. Swave has drawn inspiration from Gotland, where the products are manufactured. Ocean waves, beaches, sunsets and surfboards have shaped the brand’s expression.”


Technically, G.4 is not a nicotine pouch but rather snus seeing that G.4 is a product that contains a small amount of tobacco. Swedish Match Launched G.4 as a predecessor to what we now know as tobacco-free nicotine pouches. G.4 was Swedish Match’s first step in this direction with all-white pouches, containing a small amount of light tobacco. G.4 was launched before nicotine pouches really existed on the market so in many ways, it is a forerunner to the nicotine pouches we know today.

Swedish Match said about this product upon its launch:

”Snus users increasingly demand whiter products, but do not want to give up the traditional snus experience. Thanks to new technology, with G.4 we have been able to produce completely white pouches with the same type of texture and feel as traditional snus in White format, but without any trace of tobacco taste. We call this format All White.” For that reason, this brand is still worthy of mentioning as it was one of Swedish Match’s first steps into a brand new segment which would eventually develop into nicotine pouches.

Through a composition of fibers and a small proportion of light tobacco, G.4 is a completely white snus before, during and after use. The snus has a soft fit, low drip and delivers a similar nicotine experience as a traditional snus in White format from Swedish Match.

As the market eventually developed into two segments, those who prefer traditional tobacco snus and those who prefer nicotine pouches, Swedish Match decided to discontinue G.4 on the Swedish Market in 2022.

In Norway, however, G.4 has a particularly strong position and will continue to be sold due to the regulations that do not allow the sale of novel nicotine products, like nicotine pouches, that are free from tobacco. For that reason, G.4 suits the Norwegian market as it contains a small amount of tobacco.

All in all, Swedish Match provides an array of nicotine pouch brands designed to meet the varied preferences of its consumer base. From the refreshing flavors of ZYN to the robust offerings of VOLT and Swave, Swedish Match has something for every nicotine pouch enthusiast.

Special Considerations for Different Markets

It’s important to note that Swedish Match has taken different approaches to different markets. Some of the company’s brands are only available in Sweden whereas in some cases, there are differences in the products offered by a given brand depending on the market they are sold in.

Various countries have unique regulatory landscapes and cultural preferences that influence the availability and style of products. Swedish Match is no exception to this rule, with its offerings differing across markets. 

For example, ZYN in the US is different from the ZYN products offered in Sweden and in Europe. Both in terms of the recipe for the product itself but also in the flavors available. In some cases, this has to do with local regulations and in others, it may have to do with local tastes and preferences.

Scandinavian Market: the largest selection

With Sweden being the home country of Swedish Match, this is naturally the place where the company offers the widest selection of nicotine pouches. Whereas some countries and markets are limited to only a few brands, most of the nicotine pouches offered by Swedish Match are offered in Sweden.

In Sweden, all of Swedish Match’s brands are available, meaning XR free from Tobacco, Swave, ZYN, and Volt. Since other countries, in particular the US may have different recipes, the products in Sweden are often preferred as they are the ”original” and made with the most ideal properties – the way the products were originally intended.

Norwegian Market: A Different Approach

In Norway, nicotine pouches are considered a “novel” nicotine product and are therefore not allowed. To navigate this regulatory landscape, Swedish Match adds a small amount of tobacco to their products, allowing them to be classified as “snus” instead of nicotine pouches. As a result, the nicotine pouches offered in Norway—under the G.4 and ZYN brands—are otherwise identical to those available in other markets, but with this slight difference in composition.

U.S. Market: Catering to Local Preferences

In the United States, Swedish Match offers ZYN with a unique twist. The U.S. version of ZYN is different from the European one partially due to regulatory guidelines and partially because of market preference. The U.S. ZYN pouches have distinct flavors and are all dry, contrasting with the moist pouches found in the European market. This adaptation caters to the specific preferences of American consumers while adhering to local regulations.

Of all of Swedish Match’s nicotine brands, only ZYN is available in the US and Swedish Match has invested heavily into promoting this brand in North America. Moreover, the flavors available in the US are different from the flavors available in Sweden and Europe. The US has flavors like ZYN Wintergreen and ZYN cinnamon which are not available in Europe.

ZYN: Praise for Variety and Quality

Users of ZYN nicotine pouches frequently comment on the brand’s wide range of flavors and the consistent quality of the product. Many appreciate the opportunity to choose from a variety of tastes and strengths, allowing them to find the perfect fit for their preferences. The freshness of the flavors, in particular, receives considerable praise. Users often highlight the convenience of the pouches, noting that they are discreet and easy to use.

VOLT: Applause for Bold Flavors

VOLT receives high marks from consumers for its bold and unique flavors. The brand’s innovative flavor profiles, such as Dark Frost, Deep Freeze, and Spicy Guava have garnered positive feedback for their intensity and uniqueness. Additionally, users appreciate VOLT’s option of pouches with higher nicotine strength. The brand’s commitment to quality is also recognized and appreciated by many users.

Swave: Acclaim for Adventurous Options

Swave users often mention the adventurous and eclectic flavor range as a standout feature of the brand. The unique flavors like Daiquir and  Tropic Spritz are noted for providing an exciting and novel experience which many users find refreshing. The quality of the pouches and the satisfying nicotine hit they deliver also frequently receive positive comments.

How to Choose the Right Swedish Match Nicotine Pouch for You

Selecting the right nicotine pouch can greatly enhance your experience. However, with so many options available, making a choice can sometimes feel overwhelming. This section provides a few pointers to guide you in finding the Swedish Match nicotine pouch that best suits your needs and preferences.

Consider Your Flavor Preferences

One of the key factors to consider when choosing a nicotine pouch is the flavor. Swedish Match offers a wide variety of flavors across their brands, from traditional mint and citrus to more exotic options like coffee, cinnamon, and even Spicy Guava. If you prefer classic flavors, you might want to consider ZYN, which offers a broad range of classic and fresh options. If you want a nicotine pouch hat is as close to tobacco snus as possible, XR Free from Tobacco is the way to go. If you’re a fan of more unique and bold flavors, VOLT could be a great choice, with its strong and distinctive flavor profiles. For those who enjoy experimenting with unusual and adventurous flavors, Swave offers options like Daiquiri and Tropic Spritz.

Evaluate Nicotine Strength

Nicotine strength is another important factor to consider. The strength you choose can depend on your previous experience with nicotine products and your personal tolerance. If you’re new to nicotine pouches or prefer a milder experience, you might want to start with a lower strength option. On the other hand, if you’re a seasoned user or prefer a stronger nicotine hit, you may opt for a higher strength product.

Think About the Pouch Format

The format of the pouch can also influence your experience. Swedish Match mini and slim pouches. Mini pouches are discreet and comfortable, while slim pouches offer a more snug fit between the gum and lip. Your choice will depend on what you find most comfortable and convenient.

Pay Attention to User Reviews

Lastly, don’t underestimate the value of user reviews. These can provide real-world insights into the quality, flavor, and overall experience of the different brands and varieties. Look for consistent themes in the reviews to get a sense of what you might expect from each product.


Navigating the world of nicotine pouches can initially seem a bit daunting given the variety of options available. However, with a brand like Swedish Match, you can be assured of quality, innovation, and a broad range of choices to cater to diverse tastes and preferences.

Swedish Match’s commitment to producing high-quality nicotine pouches is evident in their popular brands: ZYN, VOLT, XR Free from Tobacco, and Swave. Each offers a unique set of flavors and strengths, providing consumers with an array of options to suit their individual needs. Whether you prefer the classic and fresh flavors of ZYN, the bold and innovative tastes of VOLT, or the adventurous offerings of Swave, there’s likely a Swedish Match nicotine pouch that’s a perfect fit for you.

Remember, choosing the right nicotine pouch is a personal decision that depends on your unique preferences. Factors such as flavor, strength, pouch format, and user reviews can all play a crucial role in helping you make your choice. So, take your time, do your research, and don’t be afraid to experiment a little. After all, finding the perfect nicotine pouch is a journey, not a destination.

In conclusion, Swedish Match continues to pave the way in the nicotine pouch industry, delivering quality, variety, and innovation to consumers worldwide. Their brands have not only reshaped the market but also enhanced the experience for millions of users, underscoring the company’s status as a leader in smoke-free nicotine products.


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