What is snus?

What is snus, and why are more and more people in Switzerland choosing this smoke-free way of consuming nicotine? Snus is a product you place under your upper lip, where it releases nicotine through the lining of the mouth. No smoke, no fire, no second-hand smoke. The term doesn't refer to a single product, though, but to a whole category: from traditional Swedish tobacco snus to modern, tobacco-free nicotine pouches like the ones we make at Heimat.

From Sweden to Switzerland: the history of snus

Snus originated in 18th-century Sweden. Farmers placed finely ground tobacco under their upper lip, a variation on the snuff tradition that was widespread at the time. Unlike the rest of Europe, where cigarette smoking took over, oral tobacco remained the dominant form in Sweden.

The consequences are measurable: Sweden has the lowest smoking rate of all EU countries (under 7% among men) and significantly less lung cancer than other European countries (Ramström & Wikmans, 2014). Tobacco researchers call this phenomenon the Swedish Experience.

A technological milestone was the introduction of pasteurisation in the 19th century. Instead of being fermented, the tobacco is heated. This reduces the level of tobacco-specific nitrosamines (TSNA) many times over (Österdahl et al., 2004) and sets Swedish snus fundamentally apart from other oral tobacco products.

In recent years the landscape has changed significantly. With the rise of tobacco-free nicotine pouches, a new product category has emerged that takes up the snus principle but does without tobacco entirely. At Heimat, this is the path we have chosen: Swiss quality, a modern product, no tobacco.

Tobacco snus vs. nicotine pouches: the difference

In everyday language everything is called "snus", but the products are fundamentally different:

At Heimat we make tobacco-free nicotine pouches only. If you're looking for classic tobacco snus or international brands such as VELO, ZYN or Siberia, you'll find them at snus-shop.com.

Snus formats: loose, portion and pouches

Loose snus

The oldest form: loose, moist tobacco, shaped into a pinch by hand. An intense taste experience and flexible dosing, but less discreet. Still common in Sweden, declining internationally.

Portion snus

Tobacco packed in pre-portioned cellulose pouches. Cleaner and easier for beginners:

There are also different moisture levels: Original (moist, faster nicotine release), White (drier, slower release) and White Dry (very dry, the most discreet).

Nicotine pouches

Tobacco-free pouches made from plant fibres with nicotine and flavourings. At Heimat we use cellulose fibres, pharmaceutical-grade nicotine and natural flavourings. Every ingredient is declared on the can.

What's in a Heimat nicotine pouch?

• Plant fibres (cellulose): carrier material that gives the pouch its structure
• Nicotine: pharmaceutical grade, precisely dosed
• Water: regulates moisture and nicotine release
• Flavourings: natural flavours such as mint, citrus, berry or cherry
• pH regulators: sodium carbonate for optimal nicotine absorption through the lining of the mouth

What's not in it: tobacco, sugar, artificial sweeteners. Our pouches are made entirely in Switzerland, in our manufactory in Steinach on Lake Constance.

How does snus work in the body?

Whether tobacco snus or nicotine pouch, the mechanism is the same:

1. Contact: place the pouch under your upper lip. Saliva dissolves the nicotine.
2. Absorption: nicotine passes through the lining of the mouth and enters the bloodstream.
3. Action: nicotine binds to receptors in the brain and releases dopamine (reward), noradrenaline (alertness) and serotonin (mood).
4. Effects: increased alertness, relaxation, a slight rise in heart rate and blood pressure.

Many users find the slower onset of snus and pouches more pleasant than the quick peak of a cigarette (Benowitz, 2010). Read more about nicotine in our article How much nicotine is in a cigarette?

Nicotine strengths at a glance

At Heimat we deliberately offer strengths in the medium range. A good product doesn't need extreme nicotine levels to convince. For a wider choice across all strength levels, visit snus-shop.com.

Heimat pouches: our product lines

Heimat Nicotine Pouches, the white line:

• Menthol Ice: cool, clear mint
• Frosty Berry: aromatic berry
• Fresh Lemon: lively citrus
• Wild Cherry: fruity cherry

Trooper Nicotine Pouches, the bold line:

• Spectre (Mint): intense freshness
• Predator (Cherry): rich cherry
• Raptor (Lemon): zesty lemon

All products: CHF 7.90 per can (25 pouches), tobacco-free, Swiss Made. Shop now.

Legal situation in Switzerland

Switzerland holds a special position in Europe. While the EU has banned the sale of tobacco snus since 1992 (exception: Sweden), snus is legal in Switzerland.

• Minimum age: 18
• Tobacco snus: legal, health warnings and nicotine declaration required
• Tobacco-free pouches: legal, separate regulation
• Online sales: permitted with age verification

How to use it: step by step

1. Choose your strength: If you're new to it, start with low to medium.
2. Place it: Slide the pouch between your upper lip and gum.
3. Let it work: 15–45 minutes. A slight tingling at the start is normal.
4. Don't chew: The pouch works through contact with the lining of the mouth.
5. Dispose of it: in the bin or in the compartment on the back of the can.

Frequently asked questions

Further reading:

• Is snus harmful? What the science says
• How much nicotine is in a cigarette? The big comparison

Sources

• Benowitz, N. L. (2010). Nicotine addiction. New England Journal of Medicine, 362(24), 2295–2303.
• Fagerstrom, K., & Eissenberg, T. (2012). Dependence on tobacco and nicotine products. Annual Review of Clinical Psychology, 8, 249–268.
• Österdahl, B. G. et al. (2004). Decreased levels of tobacco-specific N-nitrosamines in moist snuff. J. Agricultural and Food Chemistry, 52(16), 5085–5088.
• Ramström, L., & Wikmans, T. (2014). Mortality attributable to tobacco among men in Sweden. Tobacco Control, 23(e2), e151–e155.