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General snus

General snus – it's been the Original since 1850

It's a blend of 22 different types of tobacco, topped with a tiny drop of bergamot oil. It took some 1500 days to perfect. This happened 160 years ago in Gothenburg, Sweden and since then it's been the gold standard; the # 1 snus. In short: The Original.

Birthplace: 19th century Gothenburg.

The Vikings were way more into trade than raping and plundering. The place that would later become Gothenburg is where much of that trading started. It grew to become the main port on Sweden's west coast. Here, 3766 miles from New York, most of the about 1.3 million Swedes that emigrated to America, boarded their ships. An entrepreneurial climate has always been found here. Cars, ball bearings and cameras… Many of the inventions that Sweden has become world famous for, first saw the day of light in Gothenburg. And one of these inventors was Johan A Boman.

Not only did Mr. Boman enjoy the finer things in life. He was also equipped with a magic nose and a sixth sense for blending flavors. He spent 1500 days developing the recipe for a Swedish snus. With no fewer than 22 different types of tobacco, sourced from the world's finest plantations, his recipe remains the same today. It includes the ingenious addition of the bergamot oil, extracted from the skin of a citrus fruit, which taste less sour than lemon. The slightly peppery tobacco blend needs just a few drops, but without them, we wouldn't call it General.

In 1850, Mr. Boman had perfected his blend and word spread quickly, but production was still more or less a work done by hand. He first handed out his much sought-after goods from old kitchen jars in his Gothenburg outlet and later took over an entire tobacco factory. The focus of the production: General snus. This factory remained a Boman family operation until 1915, when the Swedish state seized all tobacco production in Sweden to pay for national defence and the country's first pension reform. Smokeless tobacco was the resource that gave them the most bang for their buck. In 1967, the state stepped back and the company which is today known as Swedish Match took over production and brands. Among those many brands, one was extra valuable; the world's premium snus brand. You all know which one.


General brand

King of the hill. Top of the Heap.

A text about the General brand may seem like information overload. The brand is what it is; the original. No further explanation necessary.

But it may be worth knowing that the image of General has gone from being the common snus – the general snus – to its top position, almost entirely on its own. Very little marketing has helped it, simply because there wasn't any. Take it from an outsider; hard sell isn't embedded in the DNA of those silent Swedes who have always preferred action over talk. It's safe to say that General have survived and withheld its position through 160 years, very much on its own merits; through its heritage and its history. But it's not just a matter of survival. The secret is of course in the recipe: It was amazing from day one.

Inventing the standard.

With no quality standard for Swedish Snus available, Swedish Match had to invent one of their own. It's known as GothiaTek®. First of all, let's just make one thing clear: They didn't create this system to make life easier for themselves!

The Swedes have been manufacturing their snus for almost 200 years and it's a quite unique product. In fact, Swedish snus differs substantially from most other variations of smokefree tobacco, especially in the way it's produced. In Sweden, the manufacturing of snus falls under the Swedish Food Act, which is actually quite logical, as you put Swedish snus in your mouth (and if you still consider that odd, just think chewing gum). But the mission of the Livsmedelsverket (National Food Administration) is focused on specifying and defining certain limitations regarding the ingredients, since a public authority would not set standards to enhance the quality of the product. Besides, most of the research and knowledge about Swedish snus has been done by Swedish Match, as them being the world's leading producer of Swedish snus.


The benefits of the GothiaTek® standard

It works as a guarantee, assuring the consumer that all Swedish Match products undergo strict and rigorous controls. And the implementation of GothiaTek® doesn't stop at the production facility. It's a quality measure for every stage in the production of snus; from the tobacco plant all the way to the consumer.

GothiaTek® is a standard, developed by Swedish Match, that sets:
• Requirements on maximum permitted levels of suspected harmful elements that occur naturally in tobacco.
• Requirements on raw material.
• Requirements on the manufacturing process.
• Requirements on qualified product information to consumers.

The ambition of the standard is to continuously reduce or eliminate alleged harmful components in Swedish snus and to increase the knowledge about snus products and their impact on users. GothiaTek® support independent research and as well as internal research and development work directed at continual product improvement.

GothiaTek® also cooperates with legislators and authorities to spread the knowledge about the Swedish snus products, so that legislation and regulations shall be based on all available knowledge.

The General snus family contains 16 different products


Rigorous control – from plant to pouch.

It starts in the soil. Before someone even puts a seed in it, soil samples are taken to a laboratory in Sweden for analysis. Swedish Match experiments with cultivation in different countries to achieve the best possible raw tobacco. If declared a good soil for tobacco, seeds are planted and every step in the development and the cultivation of the plant is carefully monitored. The tobacco is selected on the basis of seed type, location, climate, leaf position on the plant and curing conditions. When cultivation have started, representatives from Swedish Match will visit the plantations regularly to ensure that the crops will meet the requirements. There's a simple purpose for all this care: To ensure that the tobacco that ends up being selected for the various snus blends from Swedish Match contains the lowest levels of undesirable components possible. This quality control continues through the entire chain of production; when the leaves are harvested and air-cured; when transported and later sorted in a gianormous, perfectly climatized storehouse. Then, finally, the tobacco will find its way to the factory.

When hi-tech meets a 200 year-old tradition.

In step one, the tobacco leaves are crushed and ground to fine grains; the size of the particles varies with the brand. The tobacco is then carefully mixed into a blend. A blend could contain anything between 10 and 30 different grades of tobacco depending on the recipe. In step two, the tobacco is mixed with the other main snus ingredients; water and salt. It's then time for it to undergo heat treatment, (pasteurization). After being chilled the tobacco meets the different ingredients – spices, natural oils or even bourbon whiskey – that will give the snus that extra flavor and special character. And then, finally, it's time for packaging. Loose snus goes straight into the can. For portions the correct amount of snus is first wrapped in a little pouch. In the Swedish Match factories, there is a zero tolerance for errors. Everything – which means everything – is completely focused on delivering top quality. Sophisticated instruments measure and control the process along with watchful and well trained eyes. The tradition of manufacturing snus is 200 years old in Sweden, but there's nothing traditional or old about the Swedish Match production plant. If your nose wouldn't detect the pleasant scent of tobacco here and there in the manufacturing facility, you could easily picture that parts for a fighter jet were being produced instead of snus. They even invented their own quality standard [link]. And that certainly did not happen because they wanted to make life easy for themselves. It's very much the other way around. Yes, those Swedes are a tough bunch.

Generalsnus – The most popular snus in Sweden

General snus is a full bodied and complex snus, made by a mix from more than 20 types of tobacco and a drop of bergamott oil. The result is a full and spicy flavor with a slightly peppery and an element of citrus. For many snus users this is the only thinkable flavor.


 

General Classic Blend Portion

General Classic Blend Portion snus

Cans:
Rolls (10 cans):

General Classic Blend Portion has a well-balanced tobacco mixture with notes of caramel, exotic fruits and herbs.

Price per can: 3,2 EUR (36g of which 11g snus)

Price per roll: 27,38 EUR (360g of which 110g snus) = 1 point
General Classic Licorice Portion

General Classic Licorice Portion snus

Cans:
Rolls (10 cans):

General Classic Licorice Portion - a wonderfully round and smoky Tobacco flavor with clear flavors of licorice root and anise, along with that hint of citrus. It's a General! Full-sized 1g-pouches!

Price per can: 4,05 EUR (39g of which 24g snus)

Price per roll: 34,64 EUR (390g of which 240g snus) = 1 point
General Dry Mint mini portion

General Dry Mint mini portion snus

Cans:
Rolls (10 cans):

General snus in a mini format, with the unmistakable flavor of General Mint - a clear and refreshing peppermint taste!

Price per can: 3,97 EUR (21g of which 6g snus)

Price per roll: 33,93 EUR (210g of which 60g snus) = 1 point
General Extra Strong loose

General Extra Strong loose snus

Cans:
Rolls (10 cans):

General's strongest loose snus, with the classic General flavor dating back to 1866. General Extra Strong loose is the snus of choice for those who want a strong tobacco flavor and more nicotine. General Extra Strong has the real, very popular General flavor; a distinct tobacco taste with hints of bergamot and pepper.

Price per can: 3,9 EUR (60g of which 42g snus)

Price per roll: 33,33 EUR (600g of which 420g snus) = 1 point
General Extra Strong Portion

General Extra Strong Portion snus

Cans:
Rolls (10 cans):

General Classic Extra Strong Portion - one of General's strongest portion snus. General Extra Strong Portion is the snus of choice for those who want a strong tobacco flavor and more nicotine. General Extra Strong has the real, very popular General flavor; a distinct tobacco taste with hints of bergamot and pepper.

Price per can: 4,03 EUR (39g of which 22g snus)

Price per roll: 34,4 EUR (390g of which 220g snus) = 1 point
General Long Extra Strong Portion

General Long Extra Strong Portion snus

Cans:
Rolls (10 cans):

General's strongest portion snus - in the discreet long format. With an optimized fit under your lip, you can now enjoy your favorite snus in a more discreet way!

Price per can: 4,05 EUR (39g of which 22g snus)

Price per roll: 34,64 EUR (390g of which 220g snus) = 1 point
General Long Portion

General Long Portion snus

Cans:
Rolls (10 cans):

Looking for a perfect fit and the perfect snus? General Long Portion has the unique long portion format, a perfected recipe and still the same beloved General taste.

Price per can: 4,05 EUR (39g of which 22g snus)

Price per roll: 34,64 EUR (390g of which 220g snus) = 1 point
General Long White Extra Strong Portion

General Long White Extra Strong Portion snus

Cans:
Rolls (10 cans):

The number one snus as a White Portion and in a new format: With an optimized fit under your lip, you can now enjoy your favorite snus in a more discreet way! The pouch is dry for a fresh feel and less run. The snus however is moist, to provide for a long lasting flavor release. Nicotine content: 18 mg/g.

Price per can: 4,05 EUR (39g of which 22g snus)

Price per roll: 34,64 EUR (390g of which 220g snus) = 1 point
General Loose

General Loose snus

Cans:
Rolls (10 cans):

The one and only General Classic Loose! Unique blend of 22 tobaccos and a hint of bergamot. For many snusers around the world, General Loose is synonymous for real Swedish snus...

Price per can: 3,9 EUR (60g of which 42g snus)

Price per roll: 33,33 EUR (600g of which 420g snus) = 1 point
General Mini Portion

General Mini Portion snus

Cans:
Rolls (10 cans):

The discreet General - full-bodied, spicy tobacco taste with pronounced notes of bergamot and hints of hay and green grass. The moistened surface of the mini portion provides for a fast flavor release and full bodied character. 

Price per can: 4,03 EUR (23g of which 9g snus)

Price per roll: 34,4 EUR (230g of which 90g snus) = 1 point
General Mini White Portion

General Mini White Portion snus

Cans:
Rolls (10 cans):

White and discreet General snus - full-bodied, spicy tobacco taste with pronounced notes of bergamot and hints of hay, green grass and leather. Dry mini portion surface and less runny for a fresh feeling, with the moist snus providing for a pro-longed flavor release.

Price per can: 3,97 EUR (21g of which 10g snus)

Price per roll: 33,93 EUR (210g of which 100g snus) = 1 point
General Mint White Portion

General Mint White Portion snus

Cans:
Rolls (10 cans):

Still the by-far most popular mint snus - General Mint, with a clear and refreshing flavor of peppermint. The 1g white portion gives a fresh feeling and is less runny than an original, with the moist snus providing for a long lasting snus experience.

Due to production issues, we expect General Mint to be back in stock on April 25th at the very earliest.

Price per can: 3,89 EUR (40g of which 24g snus)

Price per roll: 33,21 EUR (400g of which 240g snus) = 1 point
General Nordic Mint Portion

General Nordic Mint Portion snus

Cans:
Rolls (10 cans):

General Nordic Mint Portion - a blend of premium tobacco, enhanced by a fresh and slightly sweet peppermint and spearmint flavor, with subtle herbal notes. Released in 2011.

Price per can: 3,2 EUR (33g of which 11g snus)

Price per roll: 27,38 EUR (330g of which 110g snus) = 1 point
General ONYX Portion

General ONYX Portion snus

Cans:
Rolls (10 cans):

This is the best General snus ever made, delivering the ultimate in consumer satisfaction. Onyx is stronger than normal snus and contains about 11 mg Nicotine per pouch. Now as black portion again!

Temporarily not for sale to the U.S.!

Price per can: 4,49 EUR (40g of which 22g snus)

Price per roll: 38,33 EUR (400g of which 220g snus) = 1 point
General Portion

General Portion snus

Cans:
Rolls (10 cans):

The one and only General Classic Portion! Swedish snus Classic with a spicy taste and pronounced bergamot flavor. Add a hint of tea, grass and leather... Bergamot is a citrus fruit which provides the snus with a fresh taste. For many snusers around the world, General Portion is synonymous for real Swedish snus... Now in 1g-portions again - 24g tobacco weight per can!

Price per can: 4,05 EUR (39g of which 24g snus)

Price per roll: 34,64 EUR (390g of which 240g snus) = 1 point
General Strong White Mini Portion

General Strong White Mini Portion snus

Cans:
Rolls (10 cans):

A strong mini portion snus in white pouches. Strong and spicy snus with an element of citrus.

Price per can: 4,29 EUR (22g of which 10g snus)

Price per roll: 36,67 EUR (220g of which 100g snus) = 1 point
General Strong White Portion

General Strong White Portion snus

Cans:
Rolls (10 cans):

General Classic White Strong has a higher nicotine content than General White, but the same full-bodied Tobacco character with prominent bergamot flavor and hints of tea, grass and leather. A strong Classic!

Price per can: 4,05 EUR (39g of which 22g snus)

Price per roll: 34,64 EUR (390g of which 220g snus) = 1 point
General Tailored White Portion

General Tailored White Portion snus

Cans:
Rolls (10 cans):

A tailored snus with the classic General flavor and soft White pouches, a smaller and more optimized can to fit into your pocket.

Price per can: 3,5 EUR (35g of which 16g snus)

Price per roll: 29,88 EUR (350g of which 160g snus) = 1 point
General Variation Rustic Blend White

General Variation Rustic Blend White snus

Cans:
Rolls (10 cans):

General Variation is a brand new snus series, based on General's classics - with new and exciting flavor sensations! General Variation Rustic Blend has a spicy and rich tobacco character, with clear tones of dried herbs, citrus and pepper, and some resin and Rosemary.

Price per can: 4,05 EUR (39g of which 22g snus)

Price per roll: 34,64 EUR (390g of which 220g snus) = 1 point
General Variation Smoky Oak Portion

General Variation Smoky Oak Portion snus

Cans:
Rolls (10 cans):

General Variation is a brand new snus series, based on General's classics - with new and exciting flavor sensations! General Variation Smoky Oak Portion has a spicy and rich tobacco character, with clear tones of pipe tobacco, tar, woodfire and oak, also hints of bergamot and leather.

Price per can: 4,05 EUR (39g of which 24g snus)

Price per roll: 34,64 EUR (390g of which 240g snus) = 1 point
General Waterproof Edition

General Waterproof Edition snus

Cans:
Rolls (10 cans):

BRAND NEW: General Waterproof Edition is your perfect companion while enjoying wet environments... it will keep your snus perfectly dry - or better said: just as moist as it should be! The stylish black aluminium can with the General logo reminds of a piece of camera Equipment and the screw-on lid with its sealing rubber ring seals perfectly, while its groved sides make handling simple, whether your hands are wet or dry.

The General Waterproof can comes without snus inside and may unfortunately not be shipped to the U.S..

Price per can: 20,12 EUR (80g of which 0g snus)

Price per roll: 201,19 EUR (800g of which 0g snus) = 1 point
General White Portion

General White Portion snus

Cans:
Rolls (10 cans):

The famous General Classic White Portion - a spicy snus just like General Classic Portion, with the typical bergamot flavor and hints of pepper, grass and leather. Bergamot, a citrus fruit, provides the snus with a fresh flavor and the typical General-feeling. 

Price per can: 4,05 EUR (39g of which 22g snus)

Price per roll: 34,64 27,71 EUR (390g of which 220g snus) = 1 point
General Wintergreen White Portion

General Wintergreen White Portion snus

Cans:
Rolls (10 cans):

A General snus with a strong Wintergreen flavor. Extremely refreshing! Comes in 1g-portions with a tobacco weight of 24 g per can.

Price per can: 3,89 EUR (40g of which 24g snus)

Price per roll: 33,21 EUR (400g of which 240g snus) = 1 point

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