General Snus - Swedens most popular Brand

The History of General – The World's Best Selling Snus

General is today the world’s most popular snus. And the reason is simple. It’s a sophisticated blend of 23 different types of tobacco from the world’s best plantations. A recipe created by Johan A Boman more than 150 years ago. A secret recipe – topped off with a drop of bergamot oil. Ever since Swedish entrepreneur J A Boman fi rst created General in 1850, it has been produced in Gothenburg – a port city on the west coast of Sweden. General has a unique fl avour, with a long history and a limitless future.

We are now in the middle of our next phase of expansion. The distinguished tobacconist Barclay Rex in Manhattan, in the heart of the fi nancial district. Step inside. Your senses come alive. You are swept up in the exquisite aroma that comes from the combination of the best tobaccos in the world. Long rows of the fi nest brand cigars, appealingly stacked next to each other. There is only room for the best. Behind the counter, cans of General in the chilled cabinet. Knowledgeable staff guide you to the right product. This is where the unique flavour is. And the genuine experience.

General – The Innovator

In this, the first decade of the new millennium, the use of snus is reaching new levels. The global market is growing year on year. Smoking is giving way to a more contemporary tobacco experience. Consumers are looking for a more sophisticated, discreet and personal way to enjoy tobacco. Without the harmful effects of smoking. General has progressively developed its range to satisfy future demand. No other brand currently offers consumers as many tailor-made varieties as General. And what’s more, there are various innovations in the pipeline.

The Origins of The Original

Throughout its 150-year history, General has always been contemporary. Even during the Swedish social experiment of the 1970s, leading politicians involved themselves in snus-related issues. Legendary finance minister Gunnar Sträng averted a planned tax on luxury goods. Declaring “It’s my boys who take snus so you can go to hell,” Gunnar defended Swedish workers’ right to enjoy the world’s only untaxed tobacco product.

In 1977, a revolutionary invention appeared – portion snus. Overnight General was able to reach a broader target group, one looking for a more sophisticated alternative. And in 2003 it was time for another innovation. General was launched using White Portion Technology, a snus with less run-off. The innovation was greeted with a smile. The exclusive Onyx broke new ground in 2005 with the graphite black portion pouches beautifully presented in a star formation. A snus for the bon vivant and aesthete. Today there are many people who enjoy General, such as Ingvar Kamprad, the founder of IKEA and one of the world’s richest men.

The year is 1850. A time when our biggest and best-known brands are being created. Levi’s started making clothes. Smirnoff Vodka was served to the tsar and his court. Engineers Carl Benz and Gottlieb Daimler built the world’s first petrol-driven car. The spirit of enterprise is at its peak.

The railway network is being expanded and cultures are meeting. Business concepts are being born. In snus’s capital city, Gothenburg we fi nd a mason and a mystic. Obsessed with developing the most advanced and sophisticated snus. A man of knowledge. A man with a good nose for business. A man with taste. And that innovator is called Johan A Boman.

J A Boman was a true bon vivant and therefore very skillful at finding the right blend of fl avours. And the result – a balanced tobacco flavour, slightly peppery with citrus notes – can still be enjoyed today. In 1858 Boman took over a tobacco factory and focused production on General – a successful move to say the least. The explosive force of the high-quality product made him a very wealthy man. Gustaf Boman, J A Boman’s youngest son, inherited the company and the factory, which he continued to run and develop successfully. In 1915 the Swedish state took over the factory and the General brand. The rest is history.

And the rest is the future.

The General Flavour – A Well Known Secret

General is today the world's bestknown and best-selling snus. The recipe is still a secret and even though it has been refined and production methods have improved, the craftsmanship is essentially the same as it was over 100 years ago.

Achieving the unique, characteristic fl avour requires a special blend of 23 selected tobaccos from four different continents. Together they produce a powerful yet balanced tobacco flavour. Slightly peppery with citrus notes and a hint of roses. A flavour that for many is synonymous with snus. And for even more the only conceivable option.

GothiaTek

It is no coincidence that Swedish snus from Swedish Match is the best in the world. All the additives are approved for use in food and the production process falls under the Swedish Food Act. We have also developed our own, unique quality standard to guarantee the highest possible quality. The quality standard, GothiaTek®, is the result of many years of research and has led to production processes and products that are unique to Swedish Match. For you the consumer, however, it is primarily a guarantee that our snus products undergo controls and maintain the highest possible quality at every single stage – from tobacco plant to finished product.

GothiaTek® stipulates requirements on areas such as:
– Maximum permitted levels of suspected harmful elements that occur naturally in tobacco.
– The management and quality of raw ingredients.
– The manufacturing process.
– Qualified, fact-based product information for consumers.

Which Snus Type Are You?

Snus is growing bigger and more popular around the world each day, as more people discover its benefits over other tobacco products. However, with the tremendous developments on the snus market, it is not always easy to know which snus to choose. Most people play safe and continue with the snus they first began with. But why stop there? There’s a whole world to discover – try them all and decide which you prefer!

snus – Formats and Sizes

Loose Snus

Loose Snus is ideal for more seasoned snus users who want to decide for themselves how big each portion should be. With loose snus you form your portion yourself before placing it behind your lip – a ritual which many loose snus users consider an important part of the actual snusing.

Original Portion

The first every variety of portion snus. Dark, moist pouches that are easily concealed behind the lip and quickly deliver a distinctive flavour and aroma.

Original Maxi Portion

Around twice the size as Original. Ideal for loose snus users seeking an easier-to-handle alternative, and for portion snus users who want even more of the good stuff.

Original Mini Portion

Launched in 1989 by popular demand. Produced in the same way as its big brothers, this portion snus is packed in mini pouches that are not visible behind the lip. A lower nicotine, more discreet alternative to Original Portion.

White Portion Portion

A new portion format introduced in 2003. Made using a different technique to Original Portion, it does not need to be remoistened after production. The result is a fresh, white pouch with less run-off that maintains its flavour longer.

White Mini Portion

Packed in smaller pouches and containing just half as much nicotine as White Portion. A fresh, mild and discreet alternative with a long-lasting flavour.

The Noble and Simple Art of Snusing

Snusing is a simple, modern and sophisticated way to enjoy tobacco. There is no nasty-smelling smoke, and no chewing, sucking or spitting is required. All you do is place the pouch behind your lip and enjoy! One portion usually lasts between 15 and 45 minutes depending on the type of product and your personal taste.

Thirteen Takes on One Original

General is today the world’s best-known and best-selling snus. It is also the snus with the most family members, and there are no fewer than 13 unique products sold under the General brand. They are united by the unmistakable General fl avour with a strong, balanced tobacco aroma, slightly peppery with citrus notes.

General Loose Is a rich and spicy snus with a hit of pepper and elements of citrus. It originates from the 19th century. Declaration of Contents: Water, Tobacco, Humectants (E 422, E 1520), Taste enhancer (common salt), Acidity regulator (E 500), Flavour substances incl. Smoke flavour. Analytical Data: Water 52%, Nicotine 8 mg/g, Salt 5%

General Portion Is the most popular snus in Sweden. it's a rich and spicy portionsnus with a hit of pepper and elements of citrus. It was launched in 1985. Declaration of Contents: Water, Tobacco, Humectants (E 1520), Taste enhancer (common salt), Acidity regulator (E 500), Flavour substances incl. Smoke flavour. Analytical Data: Water 50%, Nicotine 8 mg/portion, Salt 2,5%

General Mini Portion It's a rich and spicy mini snus with a hit of pepper and elements of citrus. It was launched in 1989. Declaration of Contents: Water, Tobacco, Humectants (E 1520), Taste enhancer (common salt), Acidity regulator (E 500), Flavour substances incl. Smoke flavour. Analytical Data: Water 50%, Nicotine 4 mg/portion, Salt 3%

General White Portion It's a rich and spicy white portionsnus with a hit of pepper and elements of citrus. Declaration of Contents: Water, Tobacco, Humectants (E 422, E 1520), Taste enhancer (common salt), Acidity regulator (E 500), Flavour substances incl. Smoke flavour. Analytical Data: Water 50%, Nicotine 8 mg/portion, Salt 3,5%

General White Mini Portion It's a rich and spicy white mini portionsnus with a hit of pepper and elements of citrus. It was launched in 2006. Declaration of Contents: Water, Tobacco, Humectants (E 1520), Taste enhancer (common salt), Acidity regulator (E 500), Flavour substances incl. Smoke flavour. Analytical Data: Water 50%, Nicotine 4 mg/portion, Salt 4%

General Silver Portion It's a medium rich and spicy portionsnus with a hit of pepper and elements of citrus. It was launched in 1991. Declaration of Contents: Water, Tobacco, Plant fibre, Humectants (E 1520), Taste enhancer (common salt), Acidity regulator (E 500, E170), Flavour substances incl. Smoke flavour. Analytical Data: Water 50%, Nicotine 6 mg/portion, Salt 3%

General Sterk, Strong White Portion Strong white portion snus with a character of lemon. Launched in Sweden in 2008. Declaration of Contents: Water, Tobacco, Humectants (E 1520), Taste enhancer (common salt), Acidity regulator (E 500), Licorice, Flavour substances incl. Smoke flavour. Analytical Data: Water 50%, Nicotine 11 mg/portion, Salt 4%

General EKSTRA Sterk, Strong White Portion Extra strong white portion snus with rich tobacco flavour, and a character of lemon. Launched in Sweden in 2008. Declaration of Contents: Water, Tobacco, Humectants (E 1520), Taste enhancer (common salt), Acidity regulator (E 500), Licorice, Salmiak, Flavour substances incl. Smoke flavour. Analytical Data: Water 45%, Nicotine 15 mg/portion, Salt 3%

General Maxi Portion It's a rich and spicy maxi portionsnus with a hit of pepper and elements of citrus. The maxi pouch weighs 1,7g, compared with the regular pouch that weighs 1g. The maxi pouch is about 70% bigger then a regular pouch. General Maxi was launched in 1985. Declaration of Contents: Water, Tobacco, Humectants (E 1520), Taste enhancer (common salt), Acidity regulator (E 500), Flavour substances incl. Smoke flavour. Analytical Data: Water 50%, Nicotine 8 mg/portion

General Onyx Premium Portion Premium snus with reinforced general flavour, it's more spicy and "peppery" then the original, with a character of lemon. Onyx has a remarkabel richness, grand aroma, complex seasoning, and generous aftertaste. It was launched in 2005. The Onyx Pouches The onyx pouches are black, and has a new flatter shape that fits better in your mouth. Declaration of Contents: Water, Tobacco, Plant fibre, Humectants (E 1520), Taste enhancer (common salt), Acidity regulator (E 500), Salmiak, Licorice, Flavour substances incl. Smoke flavour. Analytical Data: Water 50%, Nicotine 11 mg/portion, Salt 3,5%