on! nicotine pouches

on! is a leading global brand of tobacco-free nicotine pouches, recognized for its distinctive rectangular tin and mini-pouch format. The brand was originally developed in Sweden, the historic heartland of oral nicotine products, by the company Burger Söhne. It was created as a modern, spit-free alternative to traditional Swedish snus, focusing on a clean and discreet user experience.

In 2019, the global rights to the brand were acquired by the Altria Group, a major American tobacco corporation. Today, the brand is managed through Helix Innovations LLC, a subsidiary of Altria. While the brand has its roots in Swedish innovation, manufacturing has expanded significantly to meet global demand. Products sold in the United States are typically manufactured in Richmond, Virginia, while products for the European and international markets continue to be produced in Sweden to leverage local expertise in pouch technology.

Under Altria's ownership, on! has become a cornerstone of the company's 'Moving Beyond Smoking' vision. The brand continues to grow its market share by offering various nicotine strengths and flavors, positioning itself as a key player in the transition toward smoke-free alternatives for adult consumers.