Imperial Tobacco Company is one of the world's largest producers of tobacco products. The company became a partner with the Swedish snus upstart Skruf in 2005. Skruf in turn was founded in 2002. Skruf's founders intended to offer cooler and more personal premium snus and in 2003 they launched their classic white box which was the opposite of all other dark cans at the beginning of the millennium. Later, the company developed bestsellers such as Knox. Skruf and Knox are made in a variety of flavors and with different nicotine strengths.