Government limits flavors for nicotine pouches in Finland

Iltalehti has reported on a recent government decision to limit the range of flavors available for nicotine pouches in Finland. Currently, only one company, Habit Factory based in Pietarsaari, produces the allowed flavors. Anna-Maja Henriksson, a former chair of the Swedish People’s Party and the Minister of Education, was questioned about the coincidence of the permit being granted to a Pietarsaari company just as the government outlined these flavor restrictions.

The rationale behind this decision is to reduce the appeal of certain flavors, particularly to younger consumers, with options previously including candy, fruit, and berry flavors.

Timo Nurminen, CEO of Valo Sweden, a Finnish-owned nicotine pouch manufacturer, has characterized the decision as a political one. He indicated that as a result, Valo Sweden may consider relocating its operations entirely to Sweden.

Ola Smedlund, Sales Director at Habit Factory, found humor in suggestions that the decision favors local production. “It’s purely coincidental,” he said, referring to the timing of the flavor restrictions. He expressed a desire for a broader selection of flavors, while the currently allowed flavors include menthol, mint, tea, rosemary, ginger, and wood.

In preparation for the legal changes, Smedlund mentioned that all companies producing nicotine pouches in Finland were given the opportunity to submit their opinions during a public consultation held in the spring. Despite participation, most companies, including Habit Factory, would have preferred a wider array of flavors.

Smedlund also expressed concern that the new restrictions could lead Finnish consumers to source more pouches from abroad, potentially increasing grey market imports. Habit Factory currently operates a single plant in Pietarsaari, employing 17 people and producing millions of nicotine pouch cans annually, noting that the industry is more profitable than traditional tobacco production due to better margins.