Grov Lös snus

Grov is one of Sweden's oldest and most iconic snus brands, known for its distinct coarsely ground tobacco and dark, earthy flavor profile. The brand was originally established in 1872 by Wilhelm Hellgren & Co in Stockholm. Historically, the brand's popularity was rooted in the northern regions of Sweden (Norrland), where its robust character made it a staple.

In 1915, during the monopolization of the Swedish tobacco industry, production was moved to Härnösand, and the brand was eventually absorbed by the государственное (state-owned) monopoly. This entity later evolved into the modern-day Swedish Match AB.

Today, Grov remains a cornerstone of the Swedish snus tradition. While it was a flagship product of the Stockholm-based Swedish Match for decades, the company was acquired in 2022 by the global tobacco giant Philip Morris International (PMI) for approximately $16 billion. As of 2026, the brand continues to be manufactured in Sweden, primarily at the specialized facilities in Gothenburg, under the Swedish Match name, which now operates as a core subsidiary of PMI's smoke-free division.