About KUMA Nicotine Pouches

KUMA is a Swedish brand from Après Group, launched in 2025. The first cans landed in selected retailers over summer; the full brand launch followed in November. The product is made at Après Group's own facility in Vetlanda, with the Stockholm office leading design and marketing.

The name KUMA is Japanese for bear, the central image the brand has built its identity around. The range carries that idea into the product itself: one strength across every flavour, with the tagline Not for the faint of taste.

What sets KUMA apart

• Single-strength range. Every pouch carries 11 mg of nicotine (20 mg/g), in the Xstrong tier.
• Bold flavour profiles. Sharp, direct flavours rather than diffuse blends. Cherry tastes of cherry; peppermint comes with a pronounced cooling note.
• In-house Swedish production. Made in Après Group's own Vetlanda facility, not contracted out.
• Sister to Après. Same parent and same facility as the Après brand. Where Après spans several strength levels, KUMA is built around a single Xstrong tier.

The five flavours

• Blood Orange. Tart citrus with darker, berry-tinged undertones.
• Cherry. Sweet stone fruit with depth and a mild tart edge beneath.
• Wintergreen. A herbal mint character distinct from peppermint, with a cooling note carrying through.
• Banana Toffee. Ripe tropical fruit paired with a warm, buttery base.
• Ice Cool. Sharp peppermint at the cooler end of the mint spectrum.

Format and sustainability

Each pouch weighs roughly 0.55 g in a slim casing, with 20 pouches per can. The pouch and can use plant-based material, and KUMA partners with the Bower recycling scheme. The full KUMA range is tobacco-free.