Background and brand direction
XR launched in 2015 as Swedish Match’s attempt to create a bridge between tradition and modernisation. The products carried the signatures of their source brands but were redesigned to feel cleaner, more controlled and suited to slimmer formats. During autumn 2025, Swedish Match will move XR into a new era by shifting most XR products back under the names of the original brands. One product will be discontinued entirely, while the remaining variants will continue under names such as General, Göteborgs Rapé and Catch. The recipes remain unchanged, but the packaging and naming will reflect their heritage.
This transition highlights XR’s role as a modern interpretation rather than a separate identity. The line has always been built on Swedish tradition, and this shift strengthens that connection.
Tobacco snus within XR
XR offers both Original Portion and White Portion for its tobacco snus.
Original Portion
Original Portion uses moist brown pouches that provide a faster onset. This format suits users who want a stronger early presence and a more immediate feel under the lip. Products such as XR General Slim Original were developed to present tobacco character with a clear direction tied to the General lineage.
White Portion
White Portion features dry surfaces but moist content, giving a slower, more controlled release. XR White includes variations based on Göteborgs Rapé and Catch, maintaining the aromatic influence of each brand. The structure reduces drip and keeps the character stable for longer sessions.
Both formats maintain the slim fit that defines the XR line and offer a traditional tobacco base supported by subtle variations tied to their origins.
Strength levels and structure
XR focuses on two main strength ranges: Normal and Strong. Normal strength sits around 8-9 mg/g, while strong variants reach approximately 13.5 mg/g. This allows users to choose between a steady everyday level or something with more intensity.
Key strength characteristics
- Balanced levels suitable for daily use
- Strong variants for users wanting elevated intensity
- Consistent nicotine release across the slim format
- A controlled, predictable feel typical of Swedish snus tradition
XR never aimed to push the extreme strength spectrum. Instead, it prioritised stability and a clean structure that reflects its Swedish origins.
Slim format identity
Every XR product is presented in a slim format. This was a defining feature of the line, offering:
- A discreet fit
- A cleaner feel under the lip
- Predictable behaviour across all flavours and strengths
- Consistency between tobacco snus and all-white variants
Slim became a key part of XR’s identity, making the line suitable for users who wanted a more modern design without changing the underlying character of the snus.
Aromas and character direction
Although XR includes a variety of aromatic expressions, all versions are rooted in traditional Swedish snus structure. The line includes interpretations of Göteborgs Rapé, General and Catch, each tied to familiar profiles from their source brands.
Examples of XR directions
- XR Göteborgs Rapé: structured tobacco character with herbal and aromatic elements
- XR General: a classic tobacco direction tied to the bergamot-influenced lineage
- XR Mint: clean aromatic structure connected to Catch traditions
- XR Apple and XR Stone Fruit: modern interpretations linked to slim construction
Most of these profiles will continue to exist under their new brand names after the 2025 transition.
XR’s position in the modern snus landscape
XR carved out a place in the Swedish snus market by refining classic identities into a slimmer, more contemporary form. Its purpose was not to replace General, Rapé or Catch, but to highlight their strengths in a unified structure. With the upcoming brand transition, XR’s journey continues as its products return to their heritage names. The line remains a notable chapter in Swedish snus development, showing how tradition can be translated into a modern format while keeping its core character intact.