Swedish Match has announced that all products in the ONE and XR portfolios will move under their core brands General, Göteborgs Rapé, and Catch during autumn 2025. This means new can designs, updated names, and a more streamlined brand lineup. Below you’ll find all the details about what’s changing and how it affects your snus selection at Snuskompagniet.com.
Why Are ONE and XR Changing?
The rebranding is part of Swedish Match’s plan to simplify its product portfolio. Instead of maintaining separate series like ONE and XR, the company is uniting its best-sellers under stronger brand identities: General, Göteborgs Rapé, and Catch. For consumers, this means less confusion and easier navigation when shopping for your favorite snus — with the same quality and flavor you know.
ONE Products Become Part of General and Göteborgs Rapé
All ONE products will now be integrated into either General or Göteborgs Rapé. The snus itself remains unchanged, but the cans and names will reflect their new brand families.
- ONE Blå White Portion → Göteborgs Rapé ONE White Portion Strong
- ONE Vit White Portion → General ONE White Portion Strong
- ONE Svart Original Portion → General ONE Original Portion Strong
- ONE Röd White Portion → Göteborgs Rapé ONE Vilda Bär White Portion Strong
- ONE Grå White Portion → Göteborgs Rapé ONE Granskott White Portion Strong
As the transition begins, look for these updated names within the Göteborgs Rapé collection when browsing at Snuskompagniet.com.
XR Series Rebrands to General, Göteborgs Rapé, and Catch
The XR lineup will be absorbed into the main Swedish Match brands. While the flavors and formats remain consistent, each product will now fall under one of three established names.
- XR Göteborgs Rapé Slim White Portion → Göteborgs Rapé Slim White Portion
- XR General Slim White Portion → General Slim White Portion
- XR General Slim White Portion Strong → General Slim White Portion Strong
- XR Göteborgs Rapé Slim White Portion Strong → Göteborgs Rapé Slim White Portion Strong
- XR Catch Mint Slim White Portion → Catch Peppermint Slim White Portion
- XR Apple Slim White Portion → Catch Apple Slim White Portion
- XR Stone Fruit Slim White Portion Strong → Catch Peach Slim White Portion Strong
Fans of fruit and mint snus will now find their favourites within the Catch collection.
Products Leaving the Line-Up
Only one XR product will be discontinued as part of this rebranding:
- XR General Slim Original Portion – will no longer be produced.
For those who enjoyed this snus, we recommend exploring similar options in the General collection to find your next go-to portion.
What This Means for Snuskompagniet.com Customers
1. Expect new names and packaging. Your favourite ONE and XR products will soon appear under General, Göteborgs Rapé, or Catch names.
2. Same product experience. The blends, strengths, and portion formats remain the same – only the branding changes.
3. Easier to navigate. With fewer overlapping brands, finding your preferred snus becomes simpler and more consistent across the shop.
Frequently Asked Questions
When will the new cans appear?
The rollout begins in autumn 2025. Depending on availability, both the old and new designs may appear in stores during the transition period.
Will the snus taste or strength change?
No, the products remain identical in terms of flavour and nicotine content. Only the name and design are changing.
Where can I buy the updated products?
All rebranded items will continue to be available at Snuskompagniet.com under their new collections once released.
