Swedish Match Expands Availability of General Snus Brand

Now available in seven additional U.S. markets

RICHMOND, Va. -- Swedish Match has announced that it has expanded into seven additional U.S. markets with its flagship General brand Swedish snus. General will now be available in convenience stores and tobacco outlets in the metropolitan areas of New York, Los Angeles, Minneapolis, Phoenix, Denver, Nashville, Tenn., and throughout the state of Ohio with its two new flavors in the product assortment, Nordic Mint and Classic Blend.

These company launched the flavors in Chicago, Dallas and Philadelphia in mid-2011.

"These particular markets were chosen because they meet a number of important criteria to maximize the success of the General brand--from local smoking restrictions to the number of adult tobacco consumers and the potential opportunity for the snus category as a whole," said Clark Darrah, vice president of next generation products.

General is authentic Swedish snus crafted from a blend of premium tobaccos using a GothiaTek production process that the company said ensures the highest measure of quality. Snus is sold in pouches that are placed inconspicuously under the user's upper lip.

It is a form of smokefree and spitfree tobacco that is popular among white-collar professionals throughout Scandinavia, where it first originated in the early 19th century. While the category is still young in the United States, snus has experienced growth of more than 225% since its first introduction domestically in 2006 and is now about 6% of the smokeless tobacco category, according to the company.

"Adult tobacco consumers are increasingly looking for discrete, satisfying alternatives to traditional smokeless tobacco and cigarettes." Darrah said. "Swedish snus and the General brand in particular has been [a leading] choice for discrete tobacco satisfaction among millions of Swedes for decades, and now American consumers are finding it to be a superior choice to traditional American smokeless products."

Promotional support for the market expansion will include extensive print and online advertisement as well as direct mail, sampling events and a word-of-mouth program--the General's Club.

Swedish Match develops, manufactures and sells market-leading brands in the product areas of snus and American moist snuff, other tobacco products (U.S. mass market cigars and chewing tobacco) and lights. Some of the company's U.S. brands include Red Man, Timber Wolf, Longhorn, General, Garcia y Vega and White Owl.