Swedish Match says that it took more than two years to develop its most exclusive snus ever, General Kardus Selection 2015, which was launched on Saturday and which goes on sale at about 95 selected retailers around Sweden today.
Four thousand individually numbered containers have been manufactured with a recommended store price of SEK799 (about US$106) each.
‘Uncompromising quality and perfection in every detail has been the guiding light in every aspect in the production of General Kardus Selection 2015,’ said a note posted on the company’s website. ‘From the selection of seeds that grow into the harvested tobacco plants, to how the tobacco has been meticulously cut to 0.72 millimeters, to how the finished product is finally packaged and presented. General Kardus Selection 2015 is Swedish Match’s tribute to its 200-year history highlighting the sensory snus experience.’
SM said that it had selected the very best crops of what it believed to be the foremost tobacco varieties in the world: ‘Green River from Pennsylvania, One Sucker from Guatemala, Criollo from Argentina and Malawi Western from India’. “Two are sun cured and two are air cured,” said Carl Egeberg, product manager of General. “These varieties have been selected to merge with each other in a balanced mixture of pure tobacco flavour.”
The tobacco plants were harvested whole, but only the middle leaves were used because ‘they have a more mature and filling flavor’, the note said. ‘This gives General Kardus Selection 2015 an experienced and more rounded character without being sharp. After harvesting, the stalks and nerves are removed, giving a unique concentration of pure tobacco. The tobacco is cut precisely to a width of 0.72 millimeter, with the cut surface releasing more flavor and more nuances than normal ground tobacco. The flavor also lasts longer for increased indulgence.’
Lars Öberg, product developer at SM advised those who had the opportunity to experience the General Kardus Selection to start by inhaling the fragrance of the snus. “Look for a fruity scent with an element of nutmeg,” he said. “When inserting the portion you might feel a strong tobacco flavor characterized by shades of dried apricots and raisins. Some people also experience a taste of lemon and rose hip.”
To maintain the high-quality feel of the product, SM performed most of the manufacturing process by hand. “As a result, we produced only 4,000 unique containers,” said Egeberg. “Our objective has been to achieve the highest possible quality and a sensory experience that has never been offered before. We are incredibly proud to be able to share this experience.”