A growing trend among teenagers in Sweden and professional footballers in England has sparked fresh concern among health officials — the increasing use of white snus, a tobacco-free nicotine product that’s gaining rapid popularity for its discreet and addictive appeal.
White snus, also known as nicotine pouches, are small sachets containing nicotine, plant-based fibres, and flavourings. Users place them between their gums and lips for a nicotine hit — without smoke, smell, or the need for a cigarette break. These pouches have become a go-to for many, including one-fifth of English professional footballers, who claim the product enhances their performance.
But health authorities are ringing alarm bells. Despite being marketed as “tobacco-free,” the nicotine in white snus is often derived from tobacco leaves. And while some users mistakenly believe these pouches are also nicotine-free, experts warn such assumptions could lead to serious health consequences.
Originally created as part of nicotine replacement therapy in the early 2000s, white snus only became widely popular after Swedish Match launched “Zyn” in 2016 — a brand now owned by tobacco giant Philip Morris International. Despite its roots in cessation therapy, white snus is not an approved aid to quit smoking.
A major factor in its surge is aggressive marketing. Social media influencers — dubbed “Zynfluencers” — frequently promote white snus in lifestyle content, especially to younger audiences. In Sweden, for example, 15% of young women aged 16–29 use white snus daily, compared to just 2.5% who smoke cigarettes. Ads often highlight that the product is clean, smoke-free, and perfect for social settings — with flavours ranging from coffee to spearmint and black cherry.
While these pouches may seem harmless, researchers urge caution. “Tobacco-free does not mean risk free,” said Alma Larsdotter Zweygberg, a Doctoral Researcher at Karolinska Institutet. “We record that young people are especially sensitive to the addictive properties of nicotine,” she added.
Nicotine’s effects include increased heart rate and stimulation of the brain’s reward system, making it highly addictive. Experts also warn of potential risks to brain development, cardiovascular health, and oral health — particularly among adolescents.
Rosaria Galanti, Professor Emerita at the Department of Global Public Health, Karolinska Institutet, echoed these concerns. She emphasized the urgent need for large, independent studies to understand the long-term impact of white snus, since many current studies are industry-funded.
