AG Snus

AG Snus is one of Scandinavia's oldest smokeless tobacco producers — a Danish manufacturer based in Assens with roots stretching back to 1864. For over 150 years the company produced traditional snus and oral tobacco under the family-owned Assens Tobaksfabrik umbrella before being acquired by Philip Morris International in May 2021. AG Snus is best known in the tobacco-free category for Shiro — an all-white nicotine pouch range that was discontinued globally in 2023.

AG Snus products are not currently available at Snusdaddy. If you're looking for a tobacco-free nicotine pouch from a manufacturer with comparable Scandinavian heritage, browse our full range below — or jump straight to similar brands.

AG Snus — 160 Years of Scandinavian Heritage Behind Shiro Nicotine Pouches

AG Snus was established as a subsidiary of Assens Tobaksfabrik, a company that had been producing tobacco products in the small Danish town of Assens since 1864. For five generations the business remained family-owned — a rarity in the modern tobacco industry — and built a reputation for consistent quality in traditional Scandinavian snus and oral tobacco products.

The company built its reputation over generations producing traditional tobacco products for Scandinavian markets — expertise that informed its approach when it entered the tobacco-free space.

In the late 2010s AG Snus moved into tobacco-free territory, launching Shiro — an all-white nicotine pouch range built on the same attention to quality that defined its tobacco products. Shiro launched before many of the big tobacco companies had entered the pouch category, giving AG Snus an early foothold in what was then a rapidly emerging product segment.

Philip Morris International Acquires AG Snus (2021)

In May 2021, Philip Morris International (PMI) acquired AG Snus as part of its broader strategy to reduce dependence on cigarette revenues and grow its portfolio of smoke-free alternatives. The acquisition was relatively low-key compared to PMI's later, far larger purchase of Swedish Match in 2022 — but it was significant as PMI's first direct entry into the nicotine pouch category.

Following the acquisition, PMI relaunched Shiro in February 2022 with a redesigned can, updated recipe, new flavours, and an expanded strength range. The brand was repositioned to compete more directly with established pouch brands like ZYN and VELO.

However, when PMI completed its acquisition of Swedish Match later in 2022, it gained ownership of ZYN — already the world's best-selling nicotine pouch brand. With two similar all-white pouch products in its portfolio, PMI announced in mid-2023 that Shiro would be discontinued in favour of ZYN. Shiro is no longer available on the market.

AG Snus itself continues to operate as a PMI subsidiary, though its tobacco-free Shiro range has been fully discontinued.

Shiro — AG Snus's Tobacco-Free Nicotine Pouches (Discontinued 2023)

Shiro was AG Snus's tobacco-free nicotine pouch brand — the product most relevant to UK buyers looking for a smoke-free alternative. Originally launched in the late 2010s as an all-white pouch range, Shiro was relaunched under PMI's ownership in 2022 with a broader flavour and strength selection.

Shiro was available in Mini and Slim formats, with a strength system rated from 1 to 4:

Shiro's flavour lineup after the PMI relaunch leaned into clean, modern profiles — Fresh Mint, Tingling Mint, Sour Red Berry, and Spiced Blonde (a tropical fruit blend). The range was well-received but ultimately discontinued in 2023 when PMI chose to consolidate around ZYN.

AG Snus at Snusdaddy — Not Currently Available

AG Snus products are not currently stocked at Snusdaddy. If you were looking specifically for Shiro nicotine pouches, it is worth noting that the brand was discontinued globally in 2023 and is no longer manufactured.

If you're interested in AG Snus because of its Scandinavian heritage, quality credentials, or comparable flavour profiles, several brands in our current range are well-suited alternatives:

• ZYN — now owned by the same parent company (PMI via Swedish Match), ZYN is the natural successor to Shiro. Available from 1.5 mg to 16.5 mg, in Slim and Mini formats. The world's best-selling nicotine pouch brand.
• VELO — made by British American Tobacco, VELO offers 30+ flavours from 0 mg to 16.8 mg/pouch. Particularly strong on fruit and citrus profiles, with excellent UK availability.
• LOOP — made by Another Snus Factory AB in Sweden, LOOP is known for bold, unusual flavour combinations. A strong choice for users who want something more distinctive than standard mint.

All three brands are tobacco-free, all-white format, and ship direct from Sweden to the UK tax-free on orders under £135.

Tax-Free Delivery to the UK on Orders Under £135

All orders from Snusdaddy to the UK under £135 are delivered tax-free. That means no customs charges, no import duty, and no unexpected bills on arrival. Orders are shipped directly from Sweden, typically dispatched within 24 hours.

Bulk discounts of up to 16% apply across most brands in our range — the more you order, the lower the per-can price.

How AG Snus (Shiro) Compared to Similar Brands

For context, here's how Shiro sat alongside the brands that replaced and competed with it:

Frequently Asked Questions — AG Snus UK