Swedish Match Hatches New Look for General Snus

New ergonomic design features hinged metal lid

General Snus

RICHMOND, Va. -- Swedish Match has unveiled smart, revolutionary new packaging for General, a leading brand of snus smokeless tobacco. General Snus will soon be available in a premium brushed metal can with a fresh foil seal. The ergonomic design also features a hinged metal lid, a first for the smokeless tobacco category, the company said. It provides an easy experience for the consumer when opening and closing the can.

General is an authentic Swedish snus, crafted from a sophisticated blend of premium tobaccos using a unique GothiaTek production process, ensuring the highest measure of quality. This smokefree and spit-free tobacco is popular throughout Scandinavia, where users place the pouch discretely under their lip.

"Quality and freshness is what sets General Snus above the rest," said Joe Ackerman, marketing director for Snus in the U.S. market. "General is continuing a decade's long tradition of being sold in chillers. Keeping the product chilled, along with our innovative new packaging, provides added benefits for the consumer and gives them the assurance that General Snus will deliver the freshest product possible for discreet satisfaction."

General Snus, introduced in the United States in 2011, is currently available nationwide in more than 20,000 stores.

Support for the new packaging will include a product launch program, point of sale and interactive web content that includes store locator apps for mobile users to connect with General retailers. The new cans, featuring the flavors Nordic Mint and Classic Blend, will be on the shelves in early first-quarter 2014.

Richmond, Va.-based Swedish Match develops, manufactures and sells snus and snuff, cigars and chewing tobacco and matches and lighters. Brands include General snus, Longhorn moist snuff, White Owl cigars, Red Man chewing tobacco, Fiat Lux matches and Cricket lighters.