Skruf: From Challenger to Nordic Nicotine Pouches Powerhouse

Jul 27, 2023

SnusCore e-store Skruf nicotine pouches

From Newcomer to the Nordic Region's Second Largest Tobacco-Free Snus Manufacturer

In 2002, three friends—Ged Shudall, Titus Wouda Kuipers, and Markus Bonke—founded Skruf with a bold vision to challenge the prevailing tobacco-free snus monopoly and revolutionize the industry with a modern approach. Despite initial skepticism, their determination and innovative mindset proved successful. Today, Skruf stands as the Nordic region's second-largest tobacco-free snus manufacturer, boasting over 300 dedicated employees, and their journey of growth and innovation continues.

Challenging the Status Quo: A Swedish Classic is Born

Skruf's triumph in the Swedish and Norwegian markets can be attributed to its customer-centric approach. By carefully analyzing the market and identifying opportunities, Skruf swiftly adapts to the evolving preferences of modern users. In 2003, they introduced the iconic white snus box, defying the traditional dark boxes prevalent at the time. This daring move marked the beginning of Skruf's journey as a Swedish classic.

Timeline of Success

Over the years, Skruf's dedication to progress and innovation has yielded remarkable milestones:

2002: Snuff Rebels
Founders Ged, Titus, and Markus established Skruf with a mission to diversify the Swedish snus market.

2003: First White Box Sold
Skruf's first white tobacco-free snus box, now a classic, challenges convention and sets the brand apart.

2004: Skruf Invades Norway
Skruf launches in Norway, forging a strong and enduring relationship with Norwegian consumers.

2005: Partnership with Imperial Brands
Imperial Brands becomes Skruf's partner, enabling a greater focus on product quality and sustainability.

2006: Knox is Launched
The launch of the Knox brand marks another success, becoming Sweden's best-selling snus box.

2011: Future-Proof Production
Skruf's production gains momentum, leading to the construction of a modern, larger factory in Sävsjö.

2012: Smålands Brukssnus Introduced
Skruf expands its brand portfolio with Smålands Brukssnus, offering traditional snus at an affordable price.

2015: Organic Initiative
Skruf introduces its first snus with only organic ingredients, reflecting their commitment to sustainability.

2017: 50 Million Doses Milestone
Skruf surpasses 50 million cans in annual volume, a testament to their popularity and consumer trust.

2018: Embracing Innovation
Skruf Super White, slim, all-white portions made from plant fibers, enjoys great success.

2019: Embracing Nature
Skruf Nyans, a new product range with organic ingredients and natural elements, is launched.

2022: Zone X Leaf-Free Series
With extensive expertise in snus manufacturing, Skruf proudly introduces Zone X, a Leaf-free product series developed through extensive testing and consumer insights.

Skruf's Dynamic Approach: Trends and Tradition in Harmony

Skruf's strength lies in its ability to adapt to changing nicotine pouch habits while maintaining a strong connection to its heritage. Embracing innovation and being quick to capitalize on emerging opportunities, such as Leaf-free nicotine portions, keeps Skruf at the forefront of the industry. Yet, they never lose sight of their core values and the tradition of challenging the status quo.

The Småland Pride and Ambition

With roots in Småland's Sävsjö, Skruf is fueled by a deep sense of professional pride and ambition. They are determined to expand their influence throughout the Nordic region, a testament to their unwavering focus on growth and excellence.