Delisted snus brand makes ‘long-awaited’ comeback

Göteborgs Rapé Original snus is making a ‘long-awaited’ comeback, according to the heading of a note posted on Swedish Match’s website.

The Original version of the brand was withdrawn from Swedish Match’s range of products at the start of the 2000s to make way for the ‘innovative’ Göteborgs Rapé White, which is now one of the best-selling snus products in Sweden.

But consumer demand to bring back the Original version is said to have risen in line with the growth of the Göteborgs Rapé brand; and so an updated version is being introduced to stores around the country from the middle of this month.

“Following repeated calls from snus users to reintroduce Göteborgs Rapé Original to our range, I am delighted that we can now offer the product once again,” said Tove Lundgren, brand manager for product.

“Much has happened since the withdrawal of Göteborgs Rapé Original from the range just over 15 years ago. For example, we have adjusted product characteristics so that they meet current demands and, in particular, the quality of all Swedish Match products has been enhanced – but naturally we have kept the unmistakable and much-appreciated flavor that distinguishes Göteborgs Rapé.”

Göteborgs Rapé, which was created in 1919, is currently available in eight varieties and is the third-largest snus brand in Sweden.