General is the largest snus brand in Sweden and has about 35% of the market share. There are 8 different variants of General, the original General Portion and the General Loose each have a market share of more than 10%. The most important reason for the change of the design of the cans is to more clearly distinguee the brand General. The segments that Swedish Match is positioning General are on what they call Strong & Self-confident and Focused & Sophisticated.

General is the leader that delivers excellence in a powerful and sophisticated way

Explanation to the new logo:
- The One Taste – a new message that clearly points on the one area that is the same on all Generalsnus - The taste.
- Swedish Match as a clear manufacturer – more important when the customer should orientate between the increasing numbers of brands.
- The ship symbolize that they use tobacco from the whole world.
- The tobacco leafs that are the base for the product.