Exclusive Snus Marks 150th Anniversary of General

Source from:  Tobacco Reporter 12/02/2015

Next year marks the 150th anniversary of General, Scandinavia's largest snus brand and, to celebrate this milestone, Swedish Match is today launching the exclusive snus General Kardus Fäviken 2016.

The original product was said to have been created by perfectionist Johan A Boman in 1866, and his creation is now being interpreted by Chef Magnus Nilsson.

Nilsson is the award-winning chef from Fäviken Magasinet, which is ranked 25th among the best restaurants world-wide. He is a winner of the Global Gastronomy Award from the White Guide.

Meanwhile, Swedish Match has manufactured snus for nearly 200 years and is responsible for Sweden's best-known snus brands; so two experts, from two diverse industries, have worked together to create what is being hailed as the world's best snus.

"It's commonplace to receive requests for various forms of collaborations when you have reached a certain level in this industry, but this project really grabbed my attention," said Nilsson. "It has been stimulating to be given access to Swedish Match's know-how of the craftsmanship that goes into making snus, and particularly to discuss the selection of raw materials and how to optimally prepare them with Swedish Match Master Blender Lars Öberg. Together, we have developed a snus for the true aficionado."

General Kardus Fäviken contains 150 grams of snus, has a recommended price of SEK995 and is being offered in a limited edition of 3,000 numbered cans.

Its blend, which uses only lamina, is said to comprise tobacco grown in Fäviken combined with carefully selected tobaccos from plantations in Argentina, the US, India and Guatemala.

The product will be sold in Swedish Match stores in Stockholm, Gothenburg and Strömstad, as well as in 90 selected retailers nationwide. Enditem