What is Skruf?

Skruf Snus AB was founded in 2002 in Sävsjö, a small town in the Småland region of southern Sweden, by friends Adam Gillberg and Jonas Engwall. Their goal was straightforward: to offer snus users a premium alternative to the brands that dominated the market at the time. The brand gained traction quickly and became the second-largest snus manufacturer in the Nordic region, selling over 50 million cans per year. In 2005, Imperial Tobacco (now Imperial Brands) acquired a 43.5% stake in Skruf Snus AB, and by 2008 had taken full ownership of the company. Skruf Snus AB remains a subsidiary of Imperial Brands to this day and operates its production facility in Sävsjö with over 300 employees.

In May 2018, Skruf launched its tobacco-free line, Skruf Super White, in Sweden and Norway. The Super White range marked a deliberate shift toward the growing demand for modern nicotine pouches — products with no tobacco leaf, no smoke, and no spit. The line uses plant-based cellulose fibres as the pouch filling, infused with pharmaceutical-grade nicotine and carefully developed flavour profiles. Alongside Skruf Super White, Skruf Snus AB also produces the ZONE X brand, a newer tobacco-free line launched in 2021.

Skruf Super White is known for its restrained flavour palette and its numbered product identity system — No. 52, No. 53, No. 54, and so on — which signals a curated, editorial approach to range building. The cans are colour-coded by flavour and carry a dot-based strength indicator on the lid, making it straightforward for users to identify the product they want. The brand is distributed across Sweden, Norway, the UK, and several other European markets.

Skruf Super White is available in nicotine strengths ranging from 6 mg/pouch (Normal/No. 2) up to 18 mg/pouch (Xtra Strong/No. 4), with mid-range options at 8 mg, 12 mg, and 13 mg depending on variant. Strengths are indicated by a dot system on the can lid.

Fresh Mint (No. 52 / 53 / 54) — The brand's most popular flavour. A clean, icy peppermint profile available at 6 mg (No. 52), 13 mg (No. 53), and 18 mg (No. 54 Xtra Strong).

Frozen Mint (No. 60) — A creamier, more intense mint with a sustained cooling sensation. Medium strength.

Fresh Freeze Ultra (No. 67) — A triple-mint blend of peppermint, spearmint, and menthol delivering an arctic-cold sensation. Available at 12 mg.

Polar Eucalyptus (No. 57) — A cooling blend of menthol and eucalyptus with a subtle hint of liquorice. Strong variant.

Nordic Liquorice (No. 56 / 58) — A distinctly Scandinavian liquorice flavour with a light mint note. Available at 6 mg (No. 56) and extra strong (No. 58).

Purple Cassice (No. 71 / 63) — A blackcurrant and mint combination — the name blends "cassis" (blackcurrant) and "ice" (mint). Available at 6 mg (No. 71) and strong 10 mg (No. 63).

Indigo Berry (No. 62) — A mixed berry profile with light sweetness. Available at 8 mg.

Fresh Apple (No. 64) — A crisp, clean apple flavour with natural sweetness and a subtle tart edge. Available at 12 mg.

Skruf Super White pouches use an All-White format, meaning the pouch material contains no tobacco leaf whatsoever. The filling is based on plant-derived cellulose fibres. The typical ingredient list includes:

• Plant-based fibres (cellulose)
• Water
• Flavorings
• Sweeteners (e.g. acesulfame K)
• Salt
• Nicotine

Because the pouches contain no tobacco, they produce significantly less drip (oral moisture release) than traditional snus, making them more comfortable for extended use. The All-White format also means they are unlikely to cause tooth staining. Pouches should be stored in a cool, dry place — refrigeration is recommended to preserve freshness and flavour longevity.

Note: Skruf Super White No. 54 (18 mg/pouch) contains a high level of nicotine. If you are new to nicotine pouches, start with a lower strength such as No. 52 (6 mg). Higher-strength pouches are intended for experienced nicotine users only.