Not All Snus Is Created Equal

Let’s first explore the origins of Swedish Oral Tobacco before delving into what makes the “General One” series so exceptional.

The story of oral tobacco began solely with loose products.

Initially, Swedish Tobacco emerged as a damp, ground tobacco powder that required hand-shaping, a process known as handbaking in snus circles. The original snus, which dates back to 16th-century Sweden, has undergone significant transformations. Modern snus is now available in pre-prepared portions, featuring various portion types and sizes.

From Loose to Portion

The invention of the snus portion has taken the snus world by storm and has become the more popular means of consuming snus, although some will say nothing beats the feeling of getting up close and personal with your favorite loose snus.  

For those who have used portion snus, it’s clear that the portion material acts as a barrier between the user and the snus, which can be advantageous or disadvantageous depending on personal preferences. Original portion materials enable a quick release of snus flavor and nicotine, providing near-instant gratification. However, when compared to loose snus, the experience with snus portions can be somewhat restricted by the presence of the portion material.

Too Close for Comfort?

General ONE series, by Swedish Match, launched in 2017 under the General and Göteborgs Rapé brands and included three new snus products: ONE Vit (White), ONE Svart (Black) and ONE Gul (Yellow).  The creation of these original ONE snus products came about from a year-long collaboration between Swedish Match and Alexander Gustafsson, a Swedish professional mixed martial artist, with a great taste in snus.  Alexander Gustafsson wanted to create the perfect snus that would satisfy his tastes; a strong and flavorful tobacco-centric snus packed in a full-sized pouch.

General One Series is a Team Effort Results

The fusion of Alexander’s preferences and Swedish Match’s cutting-edge web-like material led to the ideal snus portion experience. This innovation fulfilled the desires of loose-snus-lovers, who had been seeking such an experience since the inception of portion snus.Along with new pouch material, a total of 14 different types of tobacco were used to create the ONE products contributing to a powerful taste experience with an immediate flavor and nicotine release that can only be dreamt of by portion users until the creation of ONE. 

The ONE line presents snus users with an unmatched connection to their snus, distinct from any other portion found in the market. In fact, it supplies an extraordinary and innovative snus experience, similar to that of loose snus. Nevertheless, the convenience and ease associated with the ONE line are achievable exclusively through the employment of a portion pouch.

ONE is the perfect compromise between loose snus and portion snus.  It is an innovation in mouthfeel and in the speed of delivery of flavor and nicotine. 

The General ONE Brand 

In 2020, Swedish Match re-introduced the ONE line. Prior to this, the products were part of the General and Göteborgs Rapé family of offerings.

ONE has since become an independent brand, offering a diverse range of flavors :

  • General ONE Vit (White)
  • General ONE Svart (Black)
  • General ONE Gul (Yellow)

They are influenced by the classic, full-bodied tobacco flavors characteristic of General snus.

Conversely :

  • General ONE Blå (Blue)
  • General ONE Grön (Green)
  • General ONE Röd (Red)

derive their inspiration from the complex taste profiles of Göteborgs Rapé. These latter flavors evoke the essence of Sweden’s lush forests, brimming with delectable berries and fragrant flora.

The ONE Revolution

In terms of price, the ONE series falls into the ‘modern premium’ category, which is somewhere between Swedish Match’s premium products and value snus products. Essentially, ONE provides users of snus with superior quality products at affordable prices.  

ONE revolutionized the snus industry by fostering a unique connection between users and their snus. They achieved this through their innovative web-like material. This material allowed them to offer portion snus without sacrificing affordability, potency, or flavor and nicotine release. Essentially, ONE strikes a balance by delivering a premium portion snus experience at a cost-effective, value snus price. Simultaneously, it upholds the advantages characteristic of a superior loose snus product.

Get all the products in the ONE family on and never look back!

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