If you shop for nicotine products in the UK, you'll see "snus" and "nicotine pouches" used almost interchangeably. They look similar in the can, sit in the same place under the lip, and are often searched for as if they were the same thing.
They aren't.
This guide explains what actually separates traditional Swedish snus from modern nicotine pouches — what's inside, how they feel, how they're regulated in the UK, and which one suits adult shoppers today.
The short answer
Traditional snus contains tobacco. Nicotine pouches do not.
Snus is a Swedish product made from moist ground tobacco leaf, salt, water and flavourings, usually packed into small portion bags. Nicotine pouches use plant-based fibres instead of tobacco, with nicotine added separately. The format is similar — both sit under the upper lip — but the contents and the regulation are very different.
For adult shoppers in the UK, the practical answer is straightforward: nicotine pouches are widely available; traditional snus is restricted from sale.
What is snus?
Snus is the Swedish original. It dates back to the early 1800s and is still the dominant nicotine product in Sweden, where it has been sold for over two centuries.
A typical can of snus contains:
- Moist tobacco leaf, ground to a fine grain
- Salt
- Water
- Flavourings (often mint, bergamot, juniper or smoke)
- Sometimes humectants to keep the tobacco moist
Snus is brown, slightly damp, and noticeable under the lip. Strength is usually labelled by tradition — *Original*, *White*, *Strong*, *Extra Strong* — rather than by precise milligram values, though many modern brands now print mg per gram on the can.
Inside the EU, snus is restricted from sale in every country except Sweden, which negotiated a permanent exemption when it joined in 1995.
What are nicotine pouches?
Nicotine pouches are the modern alternative. They look similar in the can but the contents are completely different.
A typical nicotine pouch contains:
- Plant-based fibres (often cellulose or eucalyptus pulp) as the base
- Nicotine, added in a controlled amount
- Flavourings
- Sweeteners and salts that help the nicotine release smoothly
- pH regulators to balance the pouch
Pouches are white, drier than snus, and sit more discreetly under the lip. Strength is usually labelled in milligrams of nicotine per pouch, which makes it much easier to compare products and choose the right one.
Because there's no tobacco leaf, nicotine pouches are regulated as a different product category to snus in the UK.
Side by side
Base material: Moist tobacco leaf → Plant-based fibres |
Tobacco content: Yes → No |
Colour: Brown → White |
Feel under the lip: Damp, noticeable → Drier, more discreet |
Strength labelling: Traditional categories or mg/g → Mg per pouch |
UK availability: Restricted from sale → Sold openly to adults |
Country of origin: Primarily Sweden → Sweden, UK, Poland, US and others |
How nicotine release feels different
Snus and nicotine pouches both deliver nicotine through the gum, but the experience under the lip isn't identical.
Snus uses moist tobacco grain. Once placed under the lip, the moisture and the natural alkaloids in the tobacco produce a relatively quick, full-bodied release. Many long-term snus users describe the feel as warm, slightly fuller in the lip, and noticeably "tobacco-flavoured" even with mint or bergamot on top.
Nicotine pouches use dry plant-based fibres with nicotine added in a measured dose. The release pattern depends on the brand and format — some pouches deliver quickly within the first few minutes, others build more gradually across 15 to 30 minutes. The lip feel is cleaner than snus, with no tobacco taste, and the pouch sits drier under the lip.
In practice, switching from snus to pouches usually feels lighter under the lip and a touch slower in onset, while switching from pouches to snus feels fuller and more "present". Neither is objectively better — it's a preference.
A short history: from Swedish snus to modern pouches
Snus is the older product. The moist oral format that's still in use today emerged in the 1700s and stabilised industrially through the 1800s — around 200 years of continuous Swedish snus production. Tobacco-free nicotine pouches are the modern descendant — they took the snus *format* (portion bag, under the upper lip) but stripped out the tobacco leaf and replaced it with plant fibre. That tobacco-free turn happened in stages between the early 2000s and the late 2010s.
For the full timeline — Swedish snus origins, the white-snus innovation that bridged tobacco and tobacco-free, and how the modern global category emerged — see our dedicated [history of nicotine pouches](/gb/nic-guide/history-of-nicotine-pouches) guide.
What this means today: nicotine pouches aren't trying to replace snus. They're a separate, modern category that took the most usable parts of the snus format (portion bags, under-the-lip placement, mint and herbal flavour traditions) and built them around a tobacco-free base.
What "snus is restricted in the UK" actually means
Tobacco-based oral snus has been restricted from sale across most of the EU since 1992, and the UK kept that restriction after Brexit. Adults can still legally possess snus brought in for personal use, but UK retailers cannot sell it.
What this means for you in practice:
- If you search "snus UK" online, almost every product you'll see is actually a tobacco-free nicotine pouch — even when it's marketed as "white snus" or "snus pouches".
- Genuine traditional snus is harder to source in the UK and usually involves importing.
- Modern nicotine pouches sit outside the snus restriction because they don't contain tobacco leaf.
For most UK adult shoppers, the choice is therefore between different nicotine pouch brands — not between snus and pouches.
How to spot which one you're actually buying
If you're shopping online and want to know whether a product is real Swedish snus or a tobacco-free pouch, three things on the listing tell you straight away:
- The ingredients list. If "tobacco" is on it, it's snus. If you see plant fibre, cellulose, or eucalyptus pulp, it's a nicotine pouch.
- The colour and material. Snus pouches are brown and visibly moist. Nicotine pouches are white and dry-looking. Most product photos make the difference obvious.
- The strength label. Mg per pouch is almost always a nicotine pouch. Strength shown only as *Original / White / Strong* with no mg figure is more often traditional snus.
If a UK retailer is using "snus" in the URL or product name but the ingredients are tobacco-free, you're buying a nicotine pouch with snus marketing — which is by far the most common case in 2026.
Which one is right for you?
The honest answer: if you're buying in the UK in 2026, you're almost certainly buying a nicotine pouch, even if your search term was "snus".
That's not a downside. Modern nicotine pouches give you:
- Clearer strength labelling in mg per pouch
- A wider range of strengths, from Nicotine Free to Ultra
- More flavour variety, including mint, berry, citrus and fruit
- A drier, more discreet feel
- Wider UK availability through verified retailers
If you have used traditional Swedish snus before and prefer that exact experience, you'll need to factor in the UK sale restriction. If you haven't, nicotine pouches are the simpler and more accessible starting point.
FAQ
Are nicotine pouches and snus the same thing?
No. Snus contains tobacco; nicotine pouches do not. They share the under-the-lip format, but the contents and the regulation are different.
Is snus banned in the UK?
Tobacco-based snus is restricted from sale in the UK. Adults can possess it for personal use, but retailers cannot sell it. Tobacco-free nicotine pouches are sold openly.
Why do UK shoppers still search for "snus"?
The term is widely used out of habit, especially by people who first encountered the format in Sweden or via Swedish-style branding. Most "snus" results on UK sites are actually nicotine pouches.