Pouches with integrated “shields” on one side that reduce stinging and gum irritation are the latest example of how the category is leading the way in innovation among alternative nicotine products.

The design from Sting Free has recently gained backing from Swedish billionaire Erik Selin, the most prominent Swedish shareholder in the snus giant Swedish Match, who invested SEK4.4m (€410,000) in the company, making him the second-largest shareholder.


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