White Fox: the maker that dropped "Tobacco"

White Fox is made by Swedish Smokeless Solutions in Enköping, about an hour west of Stockholm. Gevorg Nalbandyan founded the business in 2004 after working in a small Stockholm tobacconist's, and he set out to compete with the big Swedish snus makers. Until 2024 the company was called GN Tobacco. It changed its name that year, saying the word tobacco "carries a dark and troublesome history".

Who makes it

Swedish Smokeless Solutions makes White Fox at its own factory in Enköping, alongside its other brands, Oden's and Siberia.

How it's made

The company makes its pouches to an in-house standard it calls NikoTek. It says this sets the moisture of each pouch (30 to 50%) and its pH, and keeps best-before dates short so the cans reach you fresh. Those are the maker's figures.

The range

White Fox is a strong, mint-led brand. Double Mint, Peppered Mint and Five Paw are 12mg, Full Charge is 16.5mg, and Black goes to 24mg. The White Fox Taster is an easy way in, and the rest are in the White Fox collection.

New to pouches? Start with What is a nicotine pouch?

Pouches contain nicotine, which is addictive. They're for adults who already use nicotine.