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The best of GENERAL Snus is acutally avalaible in your snusline snus shop. desicover below more about this Original Swedish Snus Brand by Swedish Match.

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Discover General Snus

General is manufactured by Swedish Match, a Swedish manufacturer of snus, cigars and lights, namely lighters and matches.

The General snus brand is marketed as a traditional snus, tracing its roots back to its creator Johan A. Boman, a 19th century entrepreneur who couldn’t settle for anything less than perfection.

Johan Boman applied this same stubborn trait in his search for the perfect snus.  It took him no less than four years to finally find the recipe he had been searching for.

 The result was General.


What Makes General Different From Other Snus?

Johan Boman’s General snus is a blend of carefully selected young tobacco leaves from over 20 different plants, rid of their stems and veins and dried in direct sunlight over an extended period of time.

This process would allow them to develop the rich and smooth full-bodied taste known as the General brand signature flavor.

In addition to the slow natural drying process, Johan A. Boman would add a drop of bergamot oil to the blend and a touch of pepper.   Do not let the simplicity of his recipe fool you, it is far from simple to achieve such perfection and it requires master craftsmanship.


The General Snus Product Line

  • The Classic Original Portion – Available in a variety of strengths and formats including loose.
  • The Classic White Portion – availalble in large and mini Portions


General Inspired Snus

General snus has inspired the quality and the flavor behind many newer snus brands at Swedish Match.

  • ONE –  ONE Lila, ONE Black, ONE WhiteAll ONE varieties bring you up close with your snus thanks to a revolutionary pouch material that does little more than just hold a loose snus together.
  • XR – Swedish Match’s affordable quality snus based on the best of Swedish Matches brands and flavors in a slim format.
  • G.3 – The stronger next generation General snus

General Mackmyra – General snus infused with Mackmyra whisky and a blend of dried fruits and cedar oak.


More About the Manufacturer

Years into the creation of General, Johan A. Boman’s original snus, the Swedish government instituted a state monopoly by nationalizing all Swedish tobacco production and sales in Sweden in order to fund defense efforts during the first world war.

The monopoly took over 103 snus brands and lasted over fifty years before being dissolved in 1967.

As Swedish Match describes, “Tobacco operations within Swedish Match commenced in AB Svenska Tobaksmonopolet, in the form of a monopoly that was founded in 1915. The origin of the Group’s match operations can be traced back to Svenska Tändsticks AB, which was founded in 1917.

The companies’ history merged in 1992, when tobacco products and lights operations were included in the Procordia Group. In 1994, they were joined into one group under the company name Swedish Match.”


Swedish Match in the 21st Century

Swedish Match’s largest market portfolio is the smokefree market accounting for 65% or more of its sales and greatly contributing to its vision of  “A world without cigarettes”


Swedish Match’s Production Standards

Seeing as Swedish Match manufactures its snus in Sweden, it must thereby adhere to the Swedish Food Act.  As a result, the company must follow strict hygiene practices and must use only ingredients that can be used in food and are approved by this regulatory government body.

GOTHIATEK®, the technology used and developed by Swedish Match in its snus production facilities is quite impressive and maintains a high quality standard for all its snus brands.


General: The Original Snus

150 years have passed since John A. Boman’s created the original General snus recipe that became the footprint for Swedish Match’s future snus brands development.

Even in the modern era, General snus keeps leading the way at Swedish Match:

  • 1970 – General Original Portionthe revolutionary invention of the original portion pouch.
  • 2003 – General White Portion the white portion is invented as a longer lasting portion
  • 2005 – General Onyx Swedish Match introduces its Star Formation® pouch design in its General Onyx snus cans. The first “black” white portions are created.

N.B. General Onyx has been discontinued by Swedish Match.

Swedish Match continues to be an industry leader and has developed 27 other snus brands in its facilities with the same quality craftsmanship it has been known for with the General snus brand.