“The peppermint punches you right in the face”
Gimmicks and innovations. Both have strong selling power, new and exciting features, and make you want to get your hands on them. With a gimmick, though, those selling points don’t actually come to fruition, and you likely don’t care about getting your hands on the product anymore after the initial use. An innovation, on the other hand, is a game-changer in its realm. It lives up to the hype, and leaves you wanting more. So what is Epok white snus? A gimmick or a true snus innovation? Let’s find out.
Epok has this line of white snus. Not ‘white’ in the sense that we think of the more dry, no-moisture-added snus, white in the sense that it is physically and visually white. The tobacco is washed and somehow cleansed of all brown color, leaving it white, before then packaging in white pouches. They claim that this removes nitrosamines and heavy metals. The actual process is somewhat vague, though. I’d like to know what exactly goes into the cleansing, as I don’t think water alone could do this. But hey, I’m no scientist.
Let’s get onto the actual snus review. This review is of the Ice Cool Mint slim version, which is also the only strong portion flavour that Epok sells. The others are regular strength. I’ll break it down like I usually do.
The tin is clear plastic and looks really cool. I can see how many portions I have left without opening it up. The snus also does not need to be refrigerated. I can verify that this is true, as I left mine out of the fridge, and it did not clump up or get hard in any way. Stayed fresh to the last portion. The pouch material seems a little weak. The portions stuck together a bit, and when I pulled them apart, the material stretched a bit. That being said, not one portion broke on me (as I have read in other reviews), and I was able to fluff the portions like I normally do, not that they needed much fluffing. I’d be interested to know a little more about this pouch material, as it is very soft and comfortable. Will it live up to continued use? Only more testing will tell, but for now, I’d say that it’s a good material.
The aroma is very strong. The peppermint punches you in the face right when the tin is opened. To me, it is pleasant, but sort of seems a little artificial. I guess that’s how most “ice-flavored” products are. Almost toothpaste-like. There isn’t a lot of tobacco aroma, maybe that is due in part to how the tobacco is washed.
The strength is perfect. There is no doubt that this is strong. I’d even bargain that it could be called extra strong. I got a very pleasing, strong tingle from this stuff. The nicotine hit me quick, and lasted a good 30 to 45 minutes. I’d be interested in trying Epok’s regular strength varieties, as I bet they have a good amount of punch to them as well. As time goes on, and the portion gets moist, there is a good tobacco flavour, that is fairly subtle, but evident. Nice and well-rounded.
Overall, this Epok Ice Cool snus is subdued in flavour, yet very strong. I wouldn’t call it my all-day snus, but it definitely works its way into my schedule frequently. So is it a gimmick or an innovation? To be honest, I’m leaning towards an innovation. The fact that they have removed the brown color, yet still maintained a classic snus feel is pretty darn unique. What I would like to know is how exactly they process it to be white. But hey, if they gave away all their secrets, that wouldn’t be a very smart innovation, now would it? For now, I’d be happy to use it again and try all the interesting flavors Epok has to offer.