The History of Nicotine Pouches: Modern Heritage

WHEN WERE NICOTINE POUCHES INVENTED?

Nicotine pouches are a modern invention and have only been available for the last few decades, but their development is inspired by hundreds of years of innovation:

The 1500s

Oral nicotine product history can be traced back nearly 500 years to the first known use of nasal snuff – a type of sniffing tobacco. In 1559, snuff was popular in the Americas. It was taken to France by Ambassador Jean Nicot, and consumption quickly spread across Europe. While not the same as a nicotine pouch, many say this was the inspiration for modern oral nicotine products like ZONE.

The 1700s

With time came innovation and, by the 18th century, Swedish manufacturers had designed an oral product that could be placed under your lip. This was no longer known as ‘snuff’ but named ‘snus’ instead – pronounced ‘snoose’. It quickly took off as an easier, cleaner, and more convenient way to consume nicotine.

The 1970s

Despite the popularity of snus in the 1700s, it fell out of favour when cigarettes were introduced to the world. However, it had a resurgence in 1970s Sweden due to changes in manufacturing laws and emerging concerns associated with smoking.

The 1990s

In 1992, snus was banned by the European Union (EU) through EU Directive 92/41/EEC. This regulation was in response to ‘American-style’ smokeless tobacco. When Sweden joined the EU in 1995, an exemption was made where snus could still be sold and consumed in the nation, but it could not be exported to other countries.

The 2000s

In the early noughties, a breakthrough was made when manufacturers discovered they could separate nicotine from tobacco leaves through an advanced heating process. This meant a new ‘all-white product’ section, meaning it is tobacco-free.

In 2003, ‘Skruf’ - a type of nicotine pouch - appeared on the Swedish market. Originating in a small town in Småland where it was first manufactured by Adam Gillberg and Jonas Engwall, it was one of the first of its kind and quickly became known as the ‘snus with the white can’.
Both men knew they needed something different to stand out in a growing market, so they decided to make an innovative and premium version of the beloved product.

The 2010s

A decade after acquiring total ownership of Skruf, in May 2018, we launched a tobacco-free version of Skruf in Sweden and Norway called Skruf Super White. This was rebranded and launched in the UK in August 2019 as ‘zoneX’.

Over the last few years, we’ve put a lot of time and effort into research and innovation, making great improvements to our existing products. This led to the release of ZONE.

In 2024, we launched ZONE as a challenger brand in the US oral nicotine market. Unlike snus (which is banned in most EU countries) or snuff, ZONE is 100% tobacco-free, and its soft pouch material delivers a higher moisture content.

WHAT’S THE FUTURE OF NICOTINE POUCHES?

Andrew Malm, UK Market Manager for Imperial Brands, commented at the time of ZONE’s release:

"With the category volume predicted to grow by 234% in the next 5 years, the opportunity to develop an alternative high-quality nicotine solution for the UK market was significant.
"ZONE is the result of extensive research and product development to ensure our high-quality nicotine product matches the expectations of consumers.
"With the roll-out of ZONE in independents […] we are providing retailers with an attractive and competitive offering for nicotine pouch customers who are seeking alternative choices on the gantry.”

We now offer five flavours to choose from, currently in three different nicotine strengths (10mg, 11mg and our new 17mg Cool Mint), and the innovation continues. So, whatever your preference, we’re sure to have a pouch that suits your taste.

Let’s get in the ZONE!

Steph Williams is a content marketer with over a decade's worth of writing experience, much of this time with Imperial Brands. She has written for some of the UK's biggest brands, helping them reach millions of people.