Philip Morris Sweden is changing its name to Swedish Match and Anna Hällöv recently became the new head of the organisation in Sweden. But what does the merger really mean for consumers in Sweden? And how does Sweden's largest snus manufacturer see the future, with smoke-free nicotine products increasingly in the spotlight, not least in terms of legislation and regulation?
Words like transformation, product journeys and transparency abound in any conversation about Philip Morris and Swedish Match these days. One is a company known for brands such as Marlboro and LM, the other an original Swedish institution that supplies Swedes with its sacred General snus. The former is a company that wants to change both its product portfolio and image from a cigarette company to a leader in the smoke-free nicotine alternatives category. The second is a company that has not only made that "journey" but also has the same status as Volvo in the Swedish public sphere. Since last year, they are the same company. And since this spring Philip Morris Sweden no longer PMI but Swedish Match.
"Not a huge change"
When Vejpkollen meets Anna Hällöv and Anette Rosengren at the office on Karlavägen in Stockholm, they are just on their way out to pick up rubbish. It's the Trash Picking Days, a week of activities organised by Keep Sweden Tidy that involves everyone from schools and municipalities to producers and retailers. Anette Rosengren is the Nordic CEO of Swedish Match and Anna Hällöv recently became Head of Sweden for the "new" Swedish Match.
"It wasn't really a huge change. It's about two companies that share the vision of getting smokers to switch to smoke-free alternatives. Swedish Match has the oral products and PMI has heat-not-burn. The quest for a smoke-free world has been central to both PMI and Swedish Match for many years now and the merger has broadened the overall product portfolio. We have been able to take advantage of the solid expertise that exists in both companies and there are few who have had to leave the organisation," says Anna Hällöv to Vejpkollen.
From alcohol to nicotine
She has been working for Swedish Match since 2021, and before that for the brewing company Carlsberg. From alcohol to nicotine, in other words. Two legal, relatively popular and also highly regulated products that every other Swede has a relationship with. But they are no less controversial, especially when it comes to political debate and legislation. But for Anna Hällöv, they have been part of everyday life for many years now.
"These are two very regulated categories, of course. At the same time, they are products that have travelled a similar journey in terms of harm. Among consumers, there has been a similar shift from the most harmful use to the less harmful use. Legislation has opened the door to more responsible drinking, and less harmful use of tobacco and nicotine. At least in Sweden," says Anna Hällöv.
"More elaborate legislation"
Having spent years in both the brewing and tobacco industries, she also sees a pattern in how the debate about risks and how society deals with them.
"Alcohol has been under more scrutiny than tobacco, I would say. This is probably mainly because its use can have such major consequences for people other than the user. But it has also led to more elaborate legislation and harm minimisation was part of the discussion early on. In tobacco, we haven't come as far yet." says Anna Hällöv.
Sweden is lagging behind
She is supported by Anette Rosengren, who believes that tobacco policy in Sweden is lagging behind alcohol policy.
"It bothers me a little that it has turned out this way. With alcohol, we are investing in legislation that promotes age controls via Systembolaget, education in responsible drinking instead of zero tolerance. Legislation has changed our behaviour and thus reduced the harm of a very popular product. With tobacco and nicotine, it's the other way round. No information on the various risks of harm. It's an either/or situation. On or off. I think that is very unfortunate.
New approach to nicotine
Just a few days before we meet, a Swedish government has for the first time highlighted the importance of harm reduction in relation to nicotine use. According to the budget bill for 2025 nicotine products will in future be treated in the same way as alcohol - and a distinction should be made between the harmfulness of different products in terms of the measures taken to reduce use. At the centre of this reasoning is of course Swedish snus a tobacco product with a relatively low risk of harmcompared to smoking. And that between 15 and 20 per cent of the Swedish population use snus, compared to less than 5% who smoke, obviously plays a role in how the issue of nicotine use is discussed in Parliament. In recent times, even e-cigarettes and nicotine pouches has become part of the debate, but it is snus that has played the main role.
"Snus has become accepted at a popular level in Sweden. But the fact that it has become so is of course based on persistent work, not least through product development and legislation that has indirectly promoted snus. One example of this is the smoking ban in pubs. Swedish Match has been a driving force in many issues, but has always played with completely open cards and been very transparent towards both customers and decision-makers," says Anna Hällöv.
Nicotine sachets attract women
Today, the focus is not only on traditional snus, of course. Ten years ago, Swedish Match launched the nicotine pouch as an alternative. This is also part of the smoke-free vision, according to Anna Hällöv.
"Snus is a product that has become popular mainly among men. With the nicotine pouch, we noticed that interest increased among women who smoke. Developing the product was therefore entirely in line with our vision of helping to reduce smoking in Sweden," says Anna Hällöv.
In honour of Litter Pickers' Day
They put on their white jackets with the words "Keep Sweden Tidy" on the back. The gloves are put on and the rubbish bags are stuffed in their pockets. The two managers trot off down Karlavägen to do a little afternoon work outside the 7-Eleven store on the corner.
"The streets are actually very clean here in Sweden," says Anna Hällöv, and Anette Rosengren agrees.
"But it's beyond my comprehension why there are still cigarette butts and cigarette butts thrown over the bins and ashtrays. How do people think, really?" laughs Anette Rosengren and bends down to put an old cigarette butt in the plastic bag.
