GN Tobacco Becomes Swedish Smokeless Solutions: A New Era for White Fox and the Global Smokeless Revolution
Change is in the can.
After 20 years of defining the smokeless category with brands like White Fox, Oden’s, and Siberia, the renowned company GN Tobacco has officially rebranded to Swedish Smokeless Solutions. GN Tobacco Becomes Swedish Smokeless Solutions: A New Era for White Fox and the Global Smokeless Revolution
This change is more than a cosmetic facelift—it’s the natural next step in the company’s mission to build a smoke-free future while keeping its Swedish craftsmanship, global reach, and innovative spirit alive.
🏭 From a Small Shop in Stockholm to a Global Leader
Under the name GN Tobacco, Swedish Smokeless Solutions began its highly successful journey just 20 years ago.
Back in the early 2000s, snus was virtually unknown outside Scandinavia. Nicotine pouches didn’t even exist yet, and smoking was still widespread across Sweden and much of the world.
Anti-smoking campaigns led by NGOs like A Non Smoking Generation and Visir had been active since the 1970s, raising awareness about the dangers of cigarettes and slowly influencing public attitudes.
In the midst of this shifting landscape, one man saw an opportunity that would change the industry forever.
👤 The Visionary Behind It All: Gevorg Nalbandyan
In a small tobacconist shop in Stockholm, Gevorg Nalbandyan recognized the potential of snus long before the rest of the world caught on. He believed that snus was too good to remain a Scandinavian secret — and that it deserved to reach a global audience.
At the time, Swedish Match held a near-monopoly on both snus production and distribution in Sweden. Gevorg decided to challenge that monopoly by building something independent and bold.
From that small shop in Stockholm, a global smokeless powerhouse was born.
Over two decades later, the company that started with a dream of competition now stands as one of the world’s leading producers of smokeless nicotine products, exporting to over 70 countries.
The rest, as they say, is history.
🌀 Why the Name Change?
For two decades, the name GN Tobacco became synonymous with Swedish excellence, strong snus, and affordable quality. From Siberia’s icy bite to White Fox’s clean freshness, the name carried a reputation for craftsmanship and power.
But times have changed — and so has the global perception of tobacco.
While GN Tobacco never produced cigarettes, the word “tobacco” carried a heavy legacy of smoke, disease, and death. Around the world, the term is still closely associated with smoking and its devastating impact on public health.
“The word tobacco carries with it the burden of a dark and troublesome history,”
the company explains.
“Most people connect tobacco with smoking and all the dangers that come from burning it.”
The company realized that its identity no longer reflected its products or mission.
Their offerings were smokeless, modern, and forward-thinking — yet the old name still tied them to the very thing they sought to move away from.
🌍 ESG and the Modern Business Climate
Another factor behind the change was the rise of ESG (Environmental, Social, and Governance) principles across global industries.
More and more, large corporations and financial institutions have begun setting internal standards for the sectors they work with — often avoiding tobacco, alcohol, or weapons due to ethical policies.
Even though smokeless alternatives like snus and nicotine pouches have likely saved millions of lives by helping people quit smoking, the word “tobacco” alone created barriers to collaboration and investment.
Tobacco use is still responsible for over 6 million deaths per year.
Smokeless solutions, on the other hand, have been key tools in harm reduction — helping countless smokers transition away from combustible products.
The rebrand, therefore, isn’t just a name change. It’s a strategic and ethical shift, aligning the company’s identity with its purpose:
to offer smokeless, harm-reducing solutions that improve lives rather than endanger them.
🇸🇪 Why “Swedish Smokeless Solutions”?
In 2024, the company unveiled its new name: Swedish Smokeless Solutions.
Although Armenian-owned, the company was founded and built in Sweden, the birthplace of snus and home of the world’s leading smokeless standards.
Its state-of-the-art factory in Enköping, just an hour from Stockholm, stands as one of the largest and most advanced snus and nicotine pouch facilities in Europe.
“We aim to keep developing new ways of enjoying tobacco and nicotine,” says the company,
“but nicotine-free products are certainly on the table as well – everything is possible at Swedish Smokeless Solutions.”
The new name captures three essential values:
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Swedish Quality: The gold standard in snus craftsmanship.
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Smokeless Innovation: A clear commitment to a smoke-free future.
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Practical Solutions: A promise to keep innovating for adults who want better alternatives.
✨ A Modern Look for a Modern Mission
The logo features a clean, minimal design — focusing on the “S” of Smokeless Solutions — and drops all references to “tobacco.”
It reflects the company’s mission to simplify, modernize, and lead.
The website itself is a digital reflection of this clarity. It offers:
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Clear navigation and product information
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Dedicated brand pages for White Fox, Siberia, Oden’s, HIT, and Islay Whisky Snus
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Educational resources on harm reduction, nicotine, and the science of snus
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Global news and insights about smokeless innovation
It’s a professional yet approachable hub for anyone who wants to learn, explore, and connect with the brand.
🧊 The Product Portfolio: From Snus to Tobacco-Free Pouches
Even with its new name, Swedish Smokeless Solutions remains a house of iconic brands, each catering to different preferences and nicotine strengths.
🦊 White Fox Nicotine Pouches
The crown jewel of the tobacco-free revolution.
White Fox products are sleek, all-white nicotine pouches offering a refreshing, clean, and smoke-free experience.
They’re perfect for those who want the nicotine satisfaction without any tobacco.
Available in flavors like Mint Blue Fox, Peppered Mint, and Double Mint, White Fox Full Charge pouches deliver consistency, comfort, and cool Swedish design.
🐻 Siberia Snus
Famous — or infamous — for its intense strength and icy mint flavor, Siberia is one of the strongest snus products ever made.
It’s become a global symbol for extreme performance and reliability.
⚔️ Oden’s Snus
A classic name in Swedish snus tradition.
Oden’s offers a wide range of flavors and nicotine strengths, including the famous Oden’s Extreme line.
It’s perfect for purists who love authentic, moist snus crafted with care.
💥 HIT Nicotine Pouches
For advanced users who prefer a powerful punch in a tobacco-free form, HIT delivers up to 20 mg/g nicotine strength.
Available in bold flavors, it’s a modern solution for those who crave high performance in a discreet format.
🥃 Islay Whisky Snus
A specialty snus that blends Swedish craftsmanship with Scotch whisky heritage.
It’s fermented using real single-malt whisky, producing an unmatched flavor experience that appeals to premium snus lovers.
🧬 Swedish Quality and Innovation at the Core
Quality remains the heart of the company.
The Enköping factory is one of Europe’s most advanced smokeless manufacturing sites:
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Over 300 skilled employees
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In-house laboratory testing and round-the-clock quality control
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Millions of cans produced yearly under strict hygiene standards
Each can that leaves the facility represents Swedish precision, consistency, and innovation.
Swedish Smokeless Solutions is also known for pioneering techniques like fermentation with real ingredients (as seen in Islay Whisky Snus) and introducing soft pouch materials in White Fox for faster, smoother nicotine release.
🌍 A Global Harm-Reduction Mission
Sweden has already shown the world that smoke-free living is possible.
The nation now boasts the lowest smoking rate in Europe, largely thanks to snus and nicotine pouches.
Swedish Smokeless Solutions aims to expand this success globally — by offering safe, tested, and high-quality smokeless alternatives in over 70 countries across Europe, the Middle East, Asia, Africa, and the Americas.
Their vision aligns perfectly with global health goals:
to reduce cigarette smoking and its associated harm by offering modern, smoke-free options.
The company is also exploring nicotine-free pouches, acknowledging the growing demand for functional, flavor-based alternatives that satisfy without dependence.
🤝 What This Means for Consumers
For loyal fans, the message is clear:
Your favorite products aren’t going anywhere.
Only the company name and design have changed — the quality, strength, and flavors remain exactly as you know them.
For new consumers, this rebrand provides transparency and trust. The word “tobacco” is gone, replaced by “smokeless” — a simple word that communicates the company’s true mission.
Expect:
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The same White Fox freshness
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The same Siberia power
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The same Oden’s craftsmanship
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A clearer, cleaner brand identity built for the future
🏁 Conclusion: From Stockholm Shop to Global Smokeless Pioneer
What began as a small dream in a Stockholm tobacconist shop has now become one of the most recognized smokeless brands in the world.
From GN Tobacco to Swedish Smokeless Solutions, the company’s 20-year journey tells a story of vision, courage, and transformation.
It’s a brand that challenged monopolies, changed habits, and built an entire smokeless movement from the ground up.
And while the name may be new, the promise remains unchanged:
to deliver the highest-quality Swedish snus and nicotine pouches — including fan favorites like White Fox, Siberia, and Oden’s — and to make the world a little more smoke-free, one pouch at a time.
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