Some years ago, snus (traditional Swedish snus that is) were the only pouches containing nicotine available. Killa was one of the first ‘all white’ brands (all white snus, containing no tobacco, and synthetic nicotine) to hit domestic online sales. Killa wildly undercut the traditional snus market and offered a product that, perhaps for some, was revolutionary. Tobacco-based snus has been illegal for sale in most countries outside of the Nordics. But, strangely, most countries still allowed personal importation. The loophole was utilised fully by my group of friends and many more. While it was a positive, the negative was the extremely long delivery times for imported delivery.
All white snus was new, and for most that had been using traditional snus for so long, was not preferred. Over time it grew, however. The domestic supply of all white pouches began to convert long time snus users. Killa was integral in the conversion of some snus users, but it also managed to attract those outside of scope too. The growth of nicotine pouches, all white nicotine pouches, was intrinsically connected to the growth of Killa.
NGP Empire’s release of Pablo snus, around the middle of 2010’s upped the levels of pouches. The stronger cousin of Killa, first released in the Pablo Ice Cold flavour, rocked the nicotine pouch world. At 50mg, it was one of the first to push the envelope of nicotine pouch strength. Perhaps NGP didn’t know at the time, but they had released two of the future best selling brands in the world.