Snus & nicotine pouches · Stockholm
Board and management support, product development and market strategy — from someone who has seen the category from the buying desk, from e-commerce and from product development. I help you make better decisions before they get expensive.
Book a free 30-minute call You describe the situation, I tell you what I see. Reply within two business days.Industry Intelligence
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RegulationShort answer: yes, but only partly. On October 30, 2026, the US FDA authorized 24 VELO products from Modoral Brands, part of Reynolds American and BAT. All are VELO Mini Pouch or Mini Pouch 2 with 4 mg of nicotine.…
Companies & brandsVELO WRKS is VELO’s new range where the can is split into two compartments, each with its own flavour. The first release, Drop 1, came out in Sweden on 2…
RegulationAs of 21 October 2026, the FDA lists 43 nicotine pouch products that may lawfully be sold in the United States. A PMTA marketing authorization permits a…
RegulationShort answer: ZYN Ultra is Philip Morris International’s higher-strength ZYN line — 9 mg and 11 mg pouches that are moister and larger than regular ZYN,…
Companies & brandsShort answer: ZYN (Philip Morris International) and VELO (BAT) are the two largest nicotine pouch brands, but they compete in very different ways. ZYN holds…
Defined engagements with a clear deliverable, or an ongoing role when that fits better.
An outside perspective in the boardroom and management team, from a board seat or advisory role to hourly support.
Snus and nicotine pouches: what the market actually wants, how the product is positioned and how it reaches the customer.
How regulation affects product, packaging and communication, translated into commercial decisions. Legal assessment is made by a lawyer; I help you ask the right questions and build a plan that holds up.
How the products reach the consumer: e-commerce, search and the numbers that drive decisions.
You describe the situation. I tell you what I see, and whether I'm the right person for it.
In writing: what's included, what you get and what it costs. Nothing in the fine print.
A clear deliverable. No retainer if it isn't needed, an ongoing role when that fits better.
A project of my own that shows how I work: product data, consumer behaviour and simple mechanics that make insight usable.
Snusbattle (international) and Snuskampen (Sweden) are a head-to-head format: two products go up against each other, the visitor picks one, the winner meets the next challenger. The votes automatically build a ranking list with no separate polls.
What I've built is what's usually missing in the category: a structured product database, imagery from manufacturers, and a way for consumers to express preference without survey questions.
For manufacturers, brands and retail this is usable evidence: what wins against what, in which segments and in which countries. The format can also be built as an embeddable module for product pages.
Real duel, real votes. The demo loads from snusbattle.com only once you click.
Votes cast in the demo count in the real ranking.
I've worked in e-commerce for over thirteen years, roughly six of them in snus and nicotine pouches, and have seen the chain from supplier agreements and assortment through to the end customer. I joined Haypp Group in 2019 as Category Manager with end-to-end responsibility — supplier agreements, sourcing, marketing and assortment — and later worked on the company's expansion beyond the Nordics, including the German and UK pushes.
In 2023 I co-founded Snuset.se together with two former Haypp colleagues. As CSO I was responsible for sales, search engine optimisation and the data systems the company was run on. In its first year the company reached close to SEK 20 million in revenue.
I served on the board of Droshi (2018–2020) and have sat on the E-commerce Management Board at IHM Business School since 2025.
I've also worked in an advisory capacity on product development of snus and nicotine pouches, and it's an area I want to do more of, alongside board and management support.
What I bring isn't secrets from previous employers, but a way of thinking: how to read a market through search data, how to build decision support that holds up, and which mistakes are the most expensive to make.
Longer pieces on how the category works. New articles published on an ongoing basis.
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Write a couple of lines about what you're facing and I'll get back to you within two business days.