FUMi snus is a Swedish brand of tobacco-free nicotine pouches, made in Ödeshög and known for unusual flavours like Salty Raspberry, Salty Violet and Zingy Ginger. Every can holds 20 slim pouches at 4, 8, 11 or 15 mg, and at The Snus Outlet each one costs €5.45. This review, updated for November 2026, covers all 14 FUMi products we list, who makes them, how they compare and which to try first.

Our pick for a first can is FUMi Salty Raspberry 4mg, the flavour Reddit users mention more than any other FUMi.

Key Takeaways

  • Who makes it: FUMi is produced in Ödeshög, Sweden, by Helix Sweden AB, which is owned by Altria, the company behind on!.
  • Range: 14 FUMi products in our shop, mostly slim, at 4, 8 and 11 mg. The Fiery range goes up to 15 mg.
  • Price: €5.45 for 20 pouches, about €0.27 per pouch.
  • Standout flavours: Salty Raspberry, Chilled Cherry and Zingy Ginger.
  • Main caveat: FUMi pouches are wider and flatter than most slims, which Reddit users either love or dislike.

Who makes FUMi snus?

FUMi is made in Ödeshög in southern Sweden and is "produced and distributed by Helix Sweden AB", according to the official FUMi website. Helix Sweden states on its company website that it is a wholly owned subsidiary of Altria Group. Altria took full ownership of the global on! business in April 2021, so FUMi is effectively the sister brand of on!.

The brand's own Swedish description, quoted in a Reddit thread on the new cans, says FUMi was launched in Ödeshög in 2021 by two brothers known as The Snus Brothers. It joined Helix Sweden's portfolio in 2025, when the cans were redesigned. The new designs use a colour for each flavour, so you can tell flavours apart at a glance.

Like every tobacco-free pouch sold in Sweden, FUMi products must be notified to the Public Health Agency of Sweden before they go on sale. The agency also publishes a list of notified products.

How strong is FUMi?

FUMi uses four strength levels, all measured per pouch: Regular (4 mg), Strong (8 mg), Extra Strong (11 mg) and Ultra Strong (15 mg). The 15 mg level is used in the new Fiery range, which the FUMi website says now includes Fiery Mango, Fiery Peach, Fiery Mint and Fiery Lime. The cans also show a row of strength dots, but the milligram figure in the product name is the clearest guide.

Our maths on the 14 FUMi listings in our shop:

  • 8 of 14 (57%) are 4 mg, so this is a brand that suits lighter users.
  • 5 of 14 (36%) are 8 mg.
  • 1 of 14 (7%) is 11 mg: FUMi Freezy Mint 11mg.

That lean towards lower strengths matches what research suggests about flavour-led pouches. In a 2026 double-blind trial on PubMed, 73 young adult pouch users rated 6 to 8 mg pouches as harsher and less appealing than 3 to 4 mg pouches. If you are new to pouches, read our guide on how to choose nicotine pouch strength before buying anything over 8 mg.

What are the best FUMi flavours?

The best FUMi flavours, judging by Reddit and our product descriptions, are Salty Raspberry, Chilled Cherry and Zingy Ginger. Here is every FUMi product we list, with stock status checked on 7 November 2026:

Product Strength Format Flavour notes Status
Salty Raspberry 4mg 4 mg Slim Sweet raspberry with salty liquorice In stock
Chilled Cherry 8mg 8 mg Slim Fruity cherry with a cool finish In stock
Zingy Ginger 4mg 4 mg Slim Warm, spicy ginger In stock
Strawberry 4mg 4 mg Slim Smooth strawberry In stock
Watermelon Mint 4mg 4 mg Slim Sweet watermelon and cool mint In stock
Freezy Mint 11mg 11 mg Slim Icy mint, Extra Strong In stock
Salty Violet 4mg / 8mg 4 / 8 mg Slim Liquorice with a floral violet twist Sold out
Tangy Strawberry 4mg / 8mg 4 / 8 mg Slim Slightly sour strawberry with lime Sold out
Prickly Pear 8mg 8 mg Slim Cactus fruit, citrus and melon Sold out
Minty Blueberry 8mg 8 mg Slim Blueberry with cool mint Sold out
Freezy Mint 4mg 4 mg Slim Icy mint, lighter Sold out
Spearmint Mini 4mg 4 mg Mini Crisp spearmint Sold out

Salty Raspberry is the cult favourite. One Reddit user said they "didn't realize the salty raspberry was actually a black licorice flavor" but loved it anyway, so expect liquorice first and raspberry second. Chilled Cherry is the easy all-rounder, and at 8 mg it is the strongest fruit flavour we currently have in stock. Zingy Ginger is the oddball: a Reddit review from November 2026 described an aroma like "cola and cinnamon" and rated it 4 out of 5.

Six of the 14 products (43%) are in stock right now, so the popular flavours sell through quickly. If you like fruity pouches, also see our best fruity nicotine pouches.

What does Reddit say about FUMi?

Reddit's view of FUMi is very positive on flavour and split on pouch size. In r/NicotinePouch, users call FUMi "the GOAT" and "king", and one US buyer said FUMi was "so much better than anything I've gotten in America". A user ranking eight European brands put FUMi first and ZYN last.

The main complaint is size. In a thread comparing FUMi and LOOP, a user said FUMi had more flavour but noticeably bulkier pouches. Another reply described them as "flatter and broader" than about 80% of European slims. If you prefer a tiny pouch, the mini vs slim guide explains the difference, and FUMi's newer minis are smaller.

Flavour intensity is also a recurring theme. Some users wish the fruit flavours were a little stronger in nicotine. Others found the Freezy Mint less impressive than the fruit range. That fits the brand's identity: FUMi is a flavour brand first.

How does FUMi compare with ZYN, VELO, LOOP and KUMA?

FUMi sits in the middle on price and stands out on flavour variety. We compared prices for 20-pouch cans in our shop on 7 November 2026:

Brand (example can) Price per can Price per pouch Known for
FUMi Chilled Cherry 8mg €5.45 €0.27 Unusual flavours, wide soft pouch
ZYN Cool Mint Slim 6mg €4.99 €0.25 Dry, consistent, mint-led
VELO Mango Ice 8mg €5.95 €0.30 Moist pouches, big fruit range
LOOP Pineapple Ice 9mg €5.90 €0.30 Bold, quirky flavours
KUMA Wintergreen 11mg €4.49 €0.22 Budget strength

Our maths: FUMi is 8% cheaper per can than both VELO and LOOP, but 9% dearer than ZYN. Per milligram, the 11 mg Freezy Mint works out at about €0.025 per mg of nicotine, against €0.068 for a 4 mg FUMi. Stronger cans are always better value per milligram, but that is not a reason to buy a stronger strength than you need.

The closest rivals in spirit are LOOP and Helwit, which also sell creative Swedish flavours at €5.45. For a deeper look at LOOP, read our LOOP review.

Is FUMi worth trying?

FUMi is worth trying if you want flavours that taste different from the usual mint and berry, and if you like a soft, generous pouch. It is less suited to people who want a very small, discreet slim or a very strong hit, as most of our FUMi range is 4 mg.

Flavour is the reason most people pick a pouch brand. In a randomised trial on PubMed Central, young adults rated flavoured pouches as more appealing than unflavoured ones. A UK survey of adult pouch users on PubMed found that 60.7% mostly used mint or menthol. FUMi's fruit and liquorice range is a deliberate step away from that mint-heavy mainstream.

Our suggested first order:

Browse the full FUMi collection, or compare with LOOP, VELO, ZYN, XQS, ZEUS, KUMA and C.R.E.A.M. New to pouches? Start with our best nicotine pouches for beginners.

FAQ: FUMi Snus

Who makes FUMi snus?

FUMi is produced in Ödeshög, Sweden, and distributed by Helix Sweden AB, according to the official FUMi website. Helix Sweden is a wholly owned subsidiary of Altria Group, the US company that also owns on! nicotine pouches.

Is FUMi snus real snus?

No. FUMi is a tobacco-free nicotine pouch, often called white snus or all-white snus. Real snus contains tobacco and can only be sold legally in Sweden within the EU, while tobacco-free pouches like FUMi are sold more widely.

How strong is FUMi?

FUMi comes in four strength levels: 4 mg (Regular), 8 mg (Strong), 11 mg (Extra Strong) and 15 mg (Ultra Strong, in the Fiery range). Strengths are per pouch. Our 14 FUMi listings run from 4 mg to 11 mg.

What is the best FUMi flavour?

On Reddit, Salty Raspberry is the FUMi flavour fans mention most, followed by Tangy Apple and Zingy Ginger. For a first can we suggest Salty Raspberry 4mg if you like liquorice, or Chilled Cherry 8mg for a classic fruity pouch.

How much does FUMi cost?

Every FUMi can at The Snus Outlet costs €5.45 for 20 pouches, which is about €0.27 per pouch. Shipping is free on orders over €99.

Final Thoughts

FUMi snus has earned its following with flavours that do not taste like anyone else's, from salty liquorice raspberry to spicy ginger. It is made in Sweden by Altria's Helix Sweden, it costs €5.45 a can and most of the range is gentle at 4 mg. The wide pouch will not suit everyone. Still, if you are tired of mint, it is one of the most interesting brands in Europe right now.

Start with FUMi Salty Raspberry 4mg, get free shipping on orders over €99, and sign up to our newsletter to get 10% off your first order, with the code sent by email.