Not All Snus Is Created Equal

In the beginning, there was loose and only loose.  

Swedish snus came into the world as a moist ground tobacco powder that had to be formed by hand, or as they say in snus circles, handbaked.  The original snus that originated in 16th century Sweden has surely changed since those days and modern snus has since been available in ready-to-use portions as well as different 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.  

If you’ve ever used portion snus, you know that the portion material creates a barrier between you and your snus, for better or for worse, depending on what snus experience you prefer.  Original portion materials allow the snus flavor and nicotine contents to be released at a rapid pace and offer almost immediate satisfaction yet compared to loose snus, the experience with snus portions is somewhat hindered by the portion material.

Too Close for Comfort?

General ONE, 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 is a Team Effort Results

The symbiosis between Alexander’s tastes and Swedish Match’s new innovative web-like material created the perfect snus portion experience loose-snus-lovers had been longing for since the creation 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 gets snus users closer to their snus than any other portion available on the market and provides them with an exceptional and innovative snus experience, similar to loose snus, yet with the ease and comfort that can only be achieved through the use 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 relaunched the ONE line whose products, until then, were branded under the General and Göteborgs Rapé family of products.  

As of then, ONE is its own brand and sports an array of flavors:  ONE Vit (White), ONE Svart (Black) and ONE Gul (Yellow) are inspired by the traditional rich and robust tobacco flavors in General while ONE Blå (Blue), ONE Grön (Green) and ONE Röd (Red) are all inspired by Göteborgs Rapé’s complex flavor profiles, a throwback to Sweden’s forests bursting with tasty berries and aromatic 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 world by allowing snus users to become “ONE” with their snus through the invention of their web-like material and by offering portion snus that does not compromise on low pricing, strength or release of flavor and nicotine; a premium portion snus at the price of a value snus and with all the advantages of a premium loose snus.

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

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