How Scandinavia Shaped a Global Trend

Ever wondered where nicotine pouches came from? While they may seem like a modern innovation, their roots run deep in Scandinavian culture and lifestyle. Let’s take a look at how these discreet little pouches evolved — and how they inspired today’s tobacco-free options like VELO.

Sweden’s Smokeless Revolution: Snus

In the 18th century, Sweden introduced snus — a moist tobacco product placed under the lip instead of smoked. It offered a cleaner, more discreet way to enjoy nicotine and quickly became a cultural staple.

Snus came in two main styles:

• Brown snus, which had water added, giving it a darker appearance
  
  

• White snus, which remained drier and lighter in color
  
  

In Sweden, just over five percent of the population still smokes.
This puts the country on track to become Europe’s first officially smoke-free nation, according to the WHO. Among younger generations — those up to 44 years old — smoking has already virtually disappeared. So, what’s behind Sweden’s remarkable success? A major factor is the country's early and widespread adoption of smokeless nicotine alternatives like snus — and later, nicotine pouches.

Snus Gets Banned (Mostly)

In 1992, the European Union banned the sale of snus in member countries. However, when Sweden joined the EU in 1995, it negotiated an exemption — allowing Swedes to continue producing and using snus domestically, but prohibiting export to other EU nations.

The Tobacco-Free Shift: Enter Nicotine Pouches

Out of Sweden’s long tradition of smokeless nicotine came a new innovation: nicotine pouches. Inspired by snus but made completely tobacco-free, these pouches offered a cleaner, more flexible alternative that could be enjoyed discreetly almost anywhere.

One of the pioneers of this category was VELO, originally launched under the name LYFT.

Did you know? VELO (formerly LYFT) is widely considered the original nicotine pouch brand. It set the standard for what a modern pouch should be — tobacco-free, clean, and easy to use — and today, it remains the most popular nicotine pouch brand worldwide.

VELO’s pouches combine pharmaceutical-grade nicotine with plant-based materials, flavorings, sweeteners, and water — all tucked into a slim, comfortable pouch designed for convenience.

They’re legal across most of Europe and built for modern lifestyles: no smoke, no ash, no vapour.

How VELO Was Inspired by Scandinavian Living

Scandi Design Meets Functionality

Scandinavian culture is known for its commitment to simple, functional, and elegant design. VELO embraced that spirit — from the minimalistic pouch design to the smart, twist-to-open can and built-in waste compartment.

Each pouch is created with just five high-quality ingredients, staying true to Scandinavian simplicity: clean, efficient, and easy to use.

The Scandi Way of Life

In Scandinavia, there's a philosophy of finding freedom in everyday life — overcoming obstacles with practical solutions. VELO mirrors this mindset: allowing nicotine users to enjoy their routine anytime, anywhere, without the limitations of smoking areas or devices needing recharging.

Want the Bigger Picture? Here’s Where Snuzia Comes In

For centuries, Scandinavians have relied on oral nicotine — whether snus or modern pouches — as a clean, effective alternative. It’s this deep-rooted tradition, combined with the lack of availability in Spain, that sparked the idea behind Snuzia.

Founded in 2021 in sunny Spain, Snuzia wasn’t just built to sell nicotine pouches — it was created to serve a growing community. What began with bike deliveries from a small Barceloneta apartment quickly evolved into a nationwide online shop, a physical store in Barcelona, and a trusted global brand. Today, nicotine pouches in Spain are in high demand, not only among Scandinavian expats but also among consumers from various nationalities.

From Sweden’s snowy beginnings to Barcelona’s vibrant streets, nicotine pouches — and Snuzia — are just getting started.