At a recent industry gathering, GINN sat down with Tautvydas Kviliunas, founder of Global Snus and the CAMO brand, to explore the evolution of nicotine pouches and the need for clearer communication across the category. Kviliunas, a leading voice in the European nicotine pouch space, shared his candid thoughts on consumer confusion, product formulation, responsible strength levels, and the role of flavor in harm reduction.
One of the first issues he raised was the continued inconsistency in how nicotine strength is communicated. “The dot system is crazy,” he said. “One brand’s three dots means 6 mg. Another’s means 20. It’s totally confusing.” Kviliunas argued that consumers deserve clarity and simplicity, especially when trying products for the first time. For Global Snus, that means moving away from visual indicators and labeling actual milligrams of nicotine per pouch clearly on the packaging. He stressed that inconsistency not only causes confusion but also invites risk—particularly when users unknowingly choose ultra-high-strength products without realizing their potency.
From a formulation standpoint, Kviliunas shared that Global Snus pouches are designed to fall within a 12–20 mg per pouch range, which he believes offers a satisfying experience while remaining within safe limits. Although some brands market pouches that exceed 50 or even 100 mg/g, he views this as excessive and potentially harmful. “You want a clean, satisfying kick—without bad emotions,” he explained. That balance comes from precise control of pH levels, which for Global Snus products typically fall between 8.5 and 9.0, allowing for a strong but not overwhelming release of nicotine.
Addressing the increasingly politicized topic of flavor bans, Kviliunas was quick to defend the role of flavor as a tool for harm reduction. He spoke of helping his own father switch from cigarettes to pouches—a move largely made possible because of enjoyable, familiar flavors. “People around him started to change their habits just because of the smell,” he noted. For Kviliunas, the debate isn’t about flavors themselves, but how they’re used. While he agrees that youth protection is crucial, he cautioned against banning effective tools for adult smokers trying to quit. “Nicotine is in tomatoes,” he reminded us. “It’s not the substance—it’s how it’s used.”
He also touched on the shifting mindset of nicotine pouch consumers. When CAMO and Global Snus first entered the market, many buyers opted for the strongest pouches they could find. But today, more users are seeking lower-strength options with smoother delivery. Kviliunas believes this signals a welcome shift toward smarter consumption—and underscores the need for manufacturers to guide users responsibly. His company is already responding with low-pH, slow-release pouches designed to deliver steady satisfaction without side effects.
As a founding member of GINN, Kviliunas values the organization’s role in helping brands navigate these issues. He praised GINN’s ability to bring together diverse voices—from manufacturers and retailers to scientists and regulators—to build a framework that promotes responsibility and progress. He urged the industry to work toward common standards, particularly around labeling and strength transparency, and to leave behind gimmicks that confuse rather than inform. “The framework that GINN is building—combining the voices of manufacturers, retailers, and experts—is critical. It helps us grow responsibly,” he said.
Ultimately, Kviliunas’s approach to nicotine innovation is rooted in simplicity, science, and shared responsibility. For him, harm reduction isn’t just about replacing cigarettes; it’s about creating products that users understand, trust, and choose with confidence.
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