The authentic Swedish snus

This is a centuries-old story of a tobacco that changed the world, and the way people experienced it. A tale of potential, and what it means to see it and make the most of it, at every possible turn. This is the story of elevating every experience.

The Journey Begins

Unsatisfied with the tobacco of his time, revered Swedish craftsman Johan A. Boman sets out to craft a higher quality product.

General debuts

After four years of painstakingly crafting his recipe, Boman introduces an elevated tobacco experience to his home country. Crafted using only the finest ingredients, it was an upper-lip snus unlike anything seen before.

Late 1800s
Coming to America

Snus becomes an identifying mark for the millions of Swedes immigrating to America. Main streets in Swedish neighborhoods even earn the name “Snus Boulevard.”


The first portion-packed pouch is developed in Sweden, making snus convenient and more appealing to the broader public.

Late 1990s
A higher standard

Swedish Match introduces the Gothiatek® Standard, which guarantees that every can of General Snus exceeds even the toughest Swedish food-grade requirements. It also promises to ensure every can meets our standards through a quality-controlled process, starting with the very soil where the tobacco seed is planted.

Next level clean

General Snus is the first to take cleanliness to the next level by introducing “white portions” – a new process that delivers cleaner, white pouches that are still sold today in wintergreen, white and mint.

The first of its kind

General develops a new type of can with a unique disposal compartment that holds used portions of snus.

A star is born

General’s signature Star Formation makes its first appearance in select cans. Not only does it maximize the number of portions per can, but each pouch is shaped to fit more comfortably under the upper lip.

Snus expands

General Snus is first introduced to retailers in the United States. Today, it can be found in more than 20,000 stores nationwide and has earned the title of best-selling snus in the world.

The legacy continues

General Snus celebrates 150 years of elevating the tobacco experience, and pledges to continue its pursuit for years to come.

Another First

On October 22, 2019, General Snus received a Modified Risk Tobacco Product (MRTP) order from the FDA.

About General & Snus

How to Use Snus

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How Snus is Made

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09/27/2023: We have made some updates to our Privacy Policy. Please see the updated Privacy Policy here.

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WARNING: This product can cause gum disease and tooth loss.