Skruf Snus AB Revolutionized Premium Snus

Anyone who enjoys smokeless tobacco knows: Snus is an old Swedish tradition. Centuries have passed since the first time a Swede placed tobacco in their mouth. From snus sold in paper bags to flavored snus in well-engineered plastic cans, the tradition has come a long way.

Every once in a while, innovations come along which change segments of the snus market. These innovations shape the way snus is known today:

• Paper bags have been replaced by cans.

• Hundreds of years ago, only loose snus was available. The most common form of snus today is portion snus in convenient pouches.

• When snus was invented, flavors were dominated by tobacco – now many brands offer a variety of snus, flavored with many different types of snus.

And while Skruf Snus AB hasn’t completely transformed the entire snus market, they quickly conquered the  premium segment, which was previously dominated by old, established manufacturers. The secret behind this is that Skruf Snus AB doesn’t just make snus, Skruf is a statement. According to founder Adam Gillberg, Skruf Snus AB exudes individuality, coolness and quality.

Why Skruf Snus AB Became Successful Quickly

In 2002, Jonas Engwall and Adam Gillberg founded Skruf Snus AB with the intention of making an authentic Swedish snus that stands out. Along their journey to produce premium snus, they connected with a Swedish marketing expert and a researcher, both of which joined the team and helped the first can of the premium brand Skruf roll out of their small Småland factory in 2003.

The reason Skruf became more than a snus is because of the combination of an excellent product and a genius branding strategy. Each can of Skruf looks sleek and modern, almost futuristic, letting the snus stand out. The design quickly generated curiosity among open-minded snus lovers. Those who tried Skruf early were delighted by the complex, innovative flavors. That way, the brand quickly became popular.

Just a year later, in 2004, Skruf launched in Norway and catapulted itself from 0% to 4% market share within a few days. The rapid growth didn’t go unnoticed. In 2005, Imperial Tobacco bought a large share of the company, the remaining shares were bought in 2008, transforming Skruf Snus AB from a small startup to a force in the market quickly.

In 2006, Skruf Snus AB added a budged snus brand to its product portfolio – Knox. This brand was founded to make the premium experience available to snus fans without charging premium prices. Just like Skruf, Knox’s popularity soared soon after it launched.