How Much Nicotine Is Actually in Hyper Strong Snus?

How strong is extra strong? Recent lab tests show that nicotine pouch strength doesn’t always match the label. Here’s what we found.

The Rise of Extra Strong Nicotine Pouches What Do Labs Actually Measure? Key Findings: Labelled vs Tested Nicotine Levels Why This Matters to Consumers Northerner’s Approach to Strength Categorisation Transparency and Trust in the Nicotine Pouch Industry How to Choose the Right Strength Final Thoughts: Towards a More Transparent Market

Key Points

Independent lab tests show that the actual nicotine content in some super strong pouches is lower than advertised.
Discrepancies between labelled and measured strengths highlight the need for greater transparency in product marketing.
Northerner UK uses strength bands and regular testing to help adult users make informed pouch choices.

The Rise of Extra Strong Nicotine Pouches

Tobacco-free snus, also known as nicotine pouches, continues to grow in popularity among adult users looking for discreet, smoke-free alternatives. To meet this demand, some manufacturers are now promoting “extra strong” or even “hyper strong” options, with labelled strengths often exceeding 20 mg of nicotine per pouch.

This raises questions about the accuracy of strength claims.

In early 2025, Haypp Group, the parent company of Northerner, commissioned independent testing of several high-strength pouches to determine how closely the measured nicotine levels aligned with what was listed on the packaging.

What Do Labs Actually Measure?

To verify nicotine strength, laboratories typically assess several key factors, amongst others:

Testing Parameter	What It Tells Us
Nicotine per pouch (mg)	Total measured nicotine in each pouch
Moisture content (%)	Affects how quickly nicotine is released
pH value	Influences nicotine absorption in the mouth

The testing is designed to validate packaging claims and ensure transparency across the industry.

Key Findings: Labelled vs Tested Nicotine Levels

Here’s a summary of three anonymised products tested in the study:

Product	Labelled Nicotine (mg/pouch)	Measured Nicotine (mg/pouch)
Product 1	43mg	32mg
Product 2	35mg	27.6mg
Product 3	30mg	27.5mg

These results confirm all three are high in nicotine, but none reached their stated levels.

While these results still identify the products as extra strong, they reveal a gap between the marketed and actual nicotine content.

Note: Although the tested pouches exceed 20 mg, Northerner UK only lists products within the 0–20 mg range, in line with Swedish Institute for Standards (SIS/TS 72:2024) guidelines.

Why This Matters to Consumers

Nicotine tolerance varies, and some users actively seek out higher-strength pouches. But inconsistencies in labelling can cause confusion, especially when:

A pouch contains significantly less nicotine than advertised.
A higher pH level increases nicotine absorption, which may make a lower-mg pouch feel stronger than expected.
Products with inflated strength claims create unrealistic expectations or influence buying decisions.

That’s why transparency and consistent testing are essential—not only for safety and trust but for informed choice.

Northerner’s Approach to Strength Categorisation

To help adult users navigate product strength, Northerner UK groups tobacco-free snus into three nicotine bands.

These categories are specific to Northerner and help simplify comparisons:

Normal: 0–6 mg of nicotine per pouch
Strong: 6.1–9 mg per pouch
Extra Strong: 9.1–20 mg per pouch

This approach supports clear communication and is reinforced by regular laboratory testing for all listed products via Nicoleaks.

Transparency and Trust in the Nicotine Pouch Industry

The findings from this study underscore the importance of responsible marketing in the nicotine category. Retailers and manufacturers play a role in:

Ensuring that nicotine claims are accurate and independently verified
Making strength classification consistent and easy to understand
Avoiding exaggerated language or unverified marketing descriptors

At Northerner UK, we prioritise clear product listings, lab-tested quality, and a focus on informed adult use.

How to Choose the Right Strength

Choosing a nicotine pouch is personal. While some experienced users may prefer extra strong options, some adult users prefer starting with lower strengths and adjusting based on personal preference.

Whether you’re just starting out or know what strength suits you, use our guides to find the right fit:

What is snus? Browse snus strength categories Explore extra strong snus

Final Thoughts: Towards a More Transparent Market

Independent testing like this helps raise awareness about labelling discrepancies and reinforces the importance of transparency in the oral nicotine market.

Northerner UK supports accurate, clear, and responsible information, giving adult users the tools to make informed choices that align with their preferences.