At Swedish Match, we are inspired and guided by our company vision “A world without cigarettes”.

Although the vision may be perceived as self-explanatory, it can truly withstand repetition. Cigarette smoking shortens the life of just over 6 million people annually. Inhalation of combustibles, whether it comes from tobacco or any other nicotine-containing nightshade plant for that matter, leads to various diseases and eventually to deaths.

These facts are commonly known. And we are not under the impression that smokers continue to smoke of ignorance. People´s need and search for enjoyment and pleasurable feelings such as stress relief, contemplation and companionship that various stimulants (nicotine, caffeine, alcohol etc.) may give seems to be desired and firm.  

The general societal view is that the cigarette should be dispatched to the history. Consequently, broader and stricter smoking policies are being gradually implemented.

Certainly, smoking rates decline worldwide. But at such a slow pace that tomorrow probably holds more smokers than todays´1.2 billion. This is mainly due to the growth of the population.

What are the options when all imaginable policies are exhausted, and a significant proportion of the conscious population still smokes?

At Swedish Match we realize our vision by continuously developing and offering smokers attractive consumer products that do not involve smoke and inhalation. And we take great pride in decades of noticeable strides. In fact, our outstanding progress whose indelible consumer imprints are most evidently found in Sweden and Norway, in the literature usually referred to as the Swedish experience, are simply far too important for not being shared with the rest of the world.

ZYN, which was originally developed for the US market, is our latest leap towards our vision. ZYN is a modern nicotine-containing consumer product with food-grade quality components instead of tobacco. Inspired by our two-hundred-year-old Swedish snus tradition. Built on decades of science and technology advancements. And not least, in-line with the US Food and Drug Administration´s comprehensive plan to reduce tobacco-related disease and death.

Simply put, ZYN is a product innovation that we believe has the consumer potential to disrupt the “market monopoly” of cigarettes.

Just place a pouch of ZYN under your upper lip and enjoy the sensation of nicotine. No inhalation of smoke. No inhalation of vapor and consequently no hazzle with nicotine-liquid. Discreet and easy to use.

Like many superfluous enjoyment products, products with nicotine in any form is addictive and is not for everyone. But it’s the smoke that gives rise to the high tolls of diseases and deaths. Not nicotine itself.

Enjoy a world without cigarettes. Our world.


Nightshade plants: The Solanaceae, or nightshades, are a family of a wide range of plants. Many vegetable plants, belonging to the nightshade family, contain low amounts of nicotine, including potatoes, tomatoes and eggplant. Tobacco plants, another member of the nightshade family contain higher levels of nicotine.

Swedish experience
While total tobacco consumption levels in Sweden are comparable with most other countries in Europe, snus has continuously gained popularity at the expense of cigarettes. Today snus is preferred over cigarettes. The consequences are mirrored in the public health statistics. The prevalence of tobacco-related diseases is significantly lower in Sweden than in any other comparable country. This favorable tobacco consumption pattern, referred to as the Swedish experience in the scientific literature, is now being replicated in Norway, another “snus-market”.

Food-grade quality components
With the removal of tobacco from ZYN, harmful and potential harmful constituents (HPHCs) that are found at varying levels in tobacco products around the world have been eliminated. The few remaining HPHCs in ZYN are found at very low trace levels comparable to the levels acceptable in common food products.

In addition to nicotine, the ZYN products consist of sweetener, stabilizer, fillers, pH-adjusters i.e. ingredients and flavors which together constitute the product together with the pouch material which encloses the pouch. Even though ZYN is not regulated as a food product, all components in ZYN have been risk assessed based on appropriate regulatory regulations for food safety. Swedish Match assessments concludes that the ingredients, flavors and pouch material used in ZYN present a low level of concern, if any, due to their regulatory status, widespread use and the low levels found in ZYN compared to other consumer products.

The ZYN products are frequently tested at Swedish Match laboratory in Stockholm, Sweden, which is accredited in accordance with the International Standard ISO/IEC 17025:2005.

Swedish snus
Snus is a mix of finely-ground pasteurized tobacco, water and salt. It comes in either loose or packed in small tea-like bags. Consumers take a pinch of snus (or a pouch) and place it in between the upper lip and gum where it is retained for as long as desired before being disposed of. The product has a long history of usage in the Nordics dating back to the early 19th century.

Due to product development and its relatively favorable risk profile, snus has gained an increasing popularity during the last decades in Sweden and Norway at the expense of cigarettes. The daily smoking rates in these two Scandinavian countries are exceptionally low in comparison to other western countries.

In 2019,  the US Food and Drug Administration issued its first and only “modified risk tobacco product” (MRTP) order, allowing Swedish Match to make the following claim in its advertising: “Using General Snus instead of cigarettes puts you at a lower risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis.”


US Food and Drug Administration: The U.S. Food and Drug Administration announced in July 2017 a comprehensive plan for tobacco and nicotine regulation that will serve as a multi-year roadmap to better protect children and significantly reduce tobacco-related disease and death.

“The overwhelming amount of death and disease attributable to tobacco is caused by addiction to cigarettes –  the only legal consumer product that, when used as intended, will kill half of all long-term users,” said FDA Commissioner Scott Gottlieb, M.D. “Unless we change course, 5.6 million young people alive today will die prematurely later in life from tobacco use. Envisioning a world where cigarettes would no longer create or sustain addiction, and where adults who still need or want nicotine could get it from alternative and less harmful sources, needs to be the cornerstone of our efforts – and we believe it’s vital that we pursue this common ground.”


Consumer potential
Data sets from a Panel survey and a ZYN consumer study were recently analyzed by independent academic researcher (Plurphanswat et al, A J Addict, 1-8 2020)

  • 96% of the ZYN consumers were regularly tobacco users before initiating ZYN and the remaining 4 % all used other tobacco products in parallel with ZYN
  • 43% of the ZYN users had substituted all former tobacco use by ZYN, and only 8% of the ZYN users smoked cigarettes in parallel
  • The survey demonstrated that never- and former-tobacco users had little intent (2-3%) in buying ZYN. In contrast, almost all users that demonstrated an intent to buy were current tobacco users. 64% were dual users and 44% used smokeless tobacco.

Nicotine is an alkaloid found in Solanaceous food plants. Although nicotine is addictive and a toxic compound, the general medical position is that nicotine itself poses few health risks, except among certain vulnerable groups. The harm to public health is almost exclusively caused by the way nicotine is delivered. Any drug delivered by inhalation of smoke will inevitably be seriously harmful to health.

Pregnant or breast-feeding women or persons with an history of unstable heart condition, severe hypertension or diabetes are advised to abstain from nicotine use in any form.  Ingestion of high doses of nicotine (beyond those found in i.e. traditional Swedish snus products) can be fatal, although reports on nicotine intoxications are rare.

Nicotine has not been scientifically established to cause cancer.

Nicotine-containing oral products made by Swedish Match are developed with traditional snus as a benchmark. Although nicotine extraction varies depending on product type, way of usage and person, the nicotine intake than can be obtained from ZYN is comparable with that from traditional Swedish snus.   

Not for everyone
Minors, pregnant or breast-feeding women or persons with an history of unstable heart condition, severe hypertension or diabetes are strongly advised to abstain from nicotine use in any form. Swedish Match applies and adheres to “not for sale to persons under legal tobacco age”.


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