Pablo is produced in tandem with Killa by the manufacturers, NGP Empire. Pablo Snus was initially released with the Ice Cold, which is seen as a classic nicotine pouch by pouch users. The subsequent release of the Exclusive Line, with flavours such as Blue Raspberry and Cherry Cola, was an instant hit. While Pablo has been largely successful in most markets, a stigma remains in the Ice Cold. Pablo launched at a time of the highly successful series Narcos, and NGP Empire leveraged that popularity. How the manufacturers executed on the marketing plan, by branding the Ice Cold with Pablo Escobar, guns, knives, and drugs, raised eyebrows. Inevitably, the brand has been popular with younger users, due to the connotation, arguably. NGP has gone some way to reprieve with releases of the Exclusive and Gold Line.