On an autumn afternoon in Stockholm’s trendy Södermalm neighborhood, the terraces are brimming with locals sipping coffee, wine and beer. But instead of ashtrays or lighters, tables are scattered with small round plastic containers bearing brand names such as General, Velo, Zyn, Göteborgs Rapé and Ettan.
They contain snus, nicotine-filled pouches resembling tiny teabags that users stuff under their upper lip. Traditional snus is made with moistened tobacco that’s been pasteurized and flavored, while its decade-old permutation, colloquially called white snus, uses plant-based fibers in lieu of tobacco to deliver nicotine. Swedes don’t differentiate between the two types: It’s all snus—and depending on whom you ask, the reason why Sweden has, just about, quit smoking.