"Why do we Swedes insist on putting hamster nappies under our lips?"
Stig-Björn Ljunggren, editor-in-chief of the newspaper Sydöstran and chairman of the Snus Commission, asked this question rhetorically when the company Emplicure organised a panel discussion on nicotine pouches and innovation in the nicotine market during Almedalen Week.
Nicotine pouches and Swedish snus use are in the spotlight when industry meets politicians and users during Almedalen Week on Gotland. But it's not just tobacco giants that are on stage. Something that Mattias Josander, CEO of the company Empicure, wanted to emphasise.
"We are a small innovation-driven company with 24 employees in Uppsala, not exactly a giant. We are developing a type of nicotine pouch that can deliver the nicotine more efficiently than conventional pouches. This means that users do not need to use such high concentrations of nicotine to satisfy their cravings," says Mattias Josander.
"A vaccine against smoking"
Emplicure shared the stage with Annette Rosengren, Nordic CEO of Swedish Match and Elisabeth Rytter, Head of Research and Nutrition at the Swedish Food Federation. The Chairman of the Snus Commission, Stig-Björn Ljunggren, also took part in the discussion. And in light of the fact that smoking among adults in Sweden is at record low levels, while the use of smokeless nicotine products is increasingly replacing cigarette smoking, Stig-Björn Ljunggren did not mince his words regarding the description of reality.
"We have a vaccine against smoking in Sweden. But just because the innovation comes from the tobacco industry, we stop doing what is most Swedish of all: creating opportunities for sensible dialogue between companies and politicians. On the issue of tobacco and nicotine, it's a complete stop. We have officials acting as activists, organisations locked into their positions, shaping opinions and fuelling their own positions as needed. But no one is talking to businesses. That's certainly not how we usually do things in Sweden. I think there needs to be a rumbling in the user community here if we are to make progress," says Stig-Björn Ljunggren.
"A black and white position"
Ms Rytter drew parallels with the WHO's call for politicians not to talk to the food industry about, for example, the regulation of different drinks and what they call 'unnecessary' products.
"Everything we put in our mouths causes debate and we often see a black and white position. But when large interest organisations take this approach, the rules are often illogical. One example is soft drinks. It's considered a product we don't really "need" and according to some organisations we should drink less soft drinks. But then the discussion turns to something other than the ingredients in soft drinks that we should perhaps avoid. We'll have a debate about banning sweeteners, but not the amount of sugar, just because we want people to drink less soft drinks. That's completely the wrong way to go," she says.
Understand the objections
Mattias Josander believes that the discussion about nicotine pouches and other smoke-free nicotine products is often characterised by a privileged position of those who oppose the development.
"I understand those who are opposed to nicotine products, at least when it comes to the issue of addiction and risks. But for a smoker, it's a different story. Some may choose a vejp to quit smoking. For others, it will be nicotine pouches or nicotine replacement therapy, a product that is close in terms of risks. To make a kind of 'quit nicotine or die' argument is very, for lack of a better word, privileged at that point," he says.
Must be cheaper than cigarettes
Anette Rosengren from Swedish Match agreed and said that regulations on smokeless nicotine products should be designed to make it cheaper to vejpa and snuff than to smoke. And that it is up to politicians to choose the path.
"Without regulation, things can go wrong, but it must be responsible. We have nothing against taxes. But we want to see diversification based on the risks of different nicotine products. And when it comes to the EU's planned excise duties, it is important that the result is not counterproductive, i.e. that it becomes more financially advantageous to smoke than to use snus," says Anette Rosengren.
Want to safeguard innovation
Mattias Josander believes that politicians in Sweden should see the innovation behind white snus as a valuable export. But at the same time, he warned that Sweden could lose the initiative if research into nicotine pouches and snus is not elevated to a state concern.
"Whatever we think about smokeless nicotine, I think we have to accept that the world is the way it is. Nearly 1 billion people smoke in the world. We have invented a solution that can change this. You can choose to make a business out of it or not, but Sweden can become a leader here. But then we have to innovate and invest, preferably in co-operation with the authorities and governmental bodies... Otherwise, there is a great risk that all production and innovation will end up in China." he says.
"See the reality"
Stig-Björn Ljunggren agrees and chose to quote Marx to conclude the discussion.
"Marx said we should not be ideological but see the world for what it is. Why do we do things we shouldn't? Why do we put hamster nappies under our lips? Why do we smoke less? We are afraid to be seen with representatives of the tobacco industry, but that is exactly where we need to be. That is the Swedish model, and it is not something to be ashamed of," concluded Mr Ljunggren.
