The Lab Snus - Not your traditional snus

The Lab Series was created in September 2009 as a result of Swedish Match asking the consumers a lot of questions and then trying to come up with the relevant answers by developing a product. Many tobacco blends were evaluated and the fragrance and flavor was checked many times until the snus got its perfect balance and the cans were ready to be released. Please note the no-nonsense packaging and the absence of logos.

GATHERING INSIGHTS FOR A LESS VISIBLE SNUS.

It happened in Sweden and Norway not too long ago, A lot of people gathered to be interviewed. There were many questions asked and a lot of effort went into figuring out the responses. Likes and dislikes; complaints and praise; wants and needs... From the information gathered, Swedish Match created a book that described the requirements. In late 2008 a team of scientists, designers, and developers were brought together. And, for the record, a Tobacco Master. Six months and fifty trials later, a new product had been created. It was as good as you'd expect a new quality of Swedish snus to be, but it also came in a discreet pouch that felt comfortable under the upper lip. To be more precise, the pouches are longer and are designed for a better fit with a non-drip release system. This gives the snus user more flavor with a less running pouch. One of the challenges for the Swedish Match team was to create a pouch that could deliver a powerful taste while letting the product stay fresh and being thin at the same time. The cans also come with a larger disposal compartment. The cans (and the name) survived the entire phase of testing and resulted in two blends with a natural tobacco character. The difference between them is that one is stronger with a higher nicotine lever. The cans are clean and grey and come with a straightforward labeling system. Originally, they were numbered (a numbering system used by Swedish Match to keep track of their samples). The first products 01 and 02 were shipped to Norway in 2009 and the mission was fulfilled and the brand has become a modern classic.

NO NEED FOR A BRAND

When Swedish Match asked the consumers what they thought about brands, the responses were clear: "Brands? We don't need any brands. We want snus." And since the responses were taken seriously, there are no actual logos on The Lab Series.