The Swiss Snus market is dominated by a handful of brands: VELO as the mainstream giant, Pablo and Killa in the strong category, Siberia as the classic Swedish tobacco Snus, and Iceberg with the widest variety of flavours. This overview shows what each brand stands for, how the strength categories differ, and what to look out for when making your choice.
A brief overview of the major brands
VELO: The mainstream standard
VELO is part of the BAT Group and is Switzerland’s best-selling pouch brand. The range extends from mild to strong, the quality is consistent, and the varieties are available everywhere. You can find our overview of the most popular varieties in the article VELO Snus: These are the best varieties.
Pablo: The powerful class
Pablo from the Danish NGP Group is characterised by high nicotine levels of around 30 mg/g and distinct flavours. A brand for experienced users; not a product for beginners.
Siberia: The Swedish classic
Siberia by GN Tobacco is genuine Snus tobacco from Sweden and, at around 43 mg/g, is the strongest established variety available. It is characterised by its intense mint flavour.
Iceberg: The variety of flavours
Iceberg stands out for its huge range of flavours, from fruit and coffee to dessert flavours, across several strength categories.
Killa: Strong and fruity
Killa, also from NGP, combines a high starch content of around 16 mg/g with sweet, fruity flavours, and has thus built up its own following.
How do the strength segments differ?
Broadly speaking, four categories can be identified: mild up to around 6 mg/g, medium up to around 12 mg/g, strong up to around 20 mg/g, and extremely strong above that. We have listed the exact figures for each brand and variety in the Comparison of strengths broken down.
Important: The rating systems on the tins are not comparable across different brands. Four points for one brand may be stronger than five for another. Only the mg figure is reliable.
What do you look out for when voting?
- Nicotine content: The most important criterion. If in doubt, choose one size smaller.
- Format: Slim pouches are more discreet, mini pouches are even smaller, whilst standard-sized pouches deliver more flavour.
- Humidity: Moist pouches work faster, whilst dry ones last longer.
- Flavour: Mint dominates the market, whilst fruit and speciality flavours are mainly represented by Iceberg and Killa.
You can find a direct comparison of brands, complete with reviews, in our Big pouch comparison, all products in the Snus category.
Conclusion
VELO for beginners and everyday use, Iceberg for a change of flavour, Pablo and Killa for high nicotine strengths, Siberia for purists with plenty of experience. Those who keep an eye on nicotine levels will find the right brand in every segment.
Frequently asked questions about Snus brands
Which Snus brands are best known in Switzerland?
Among the best-known are the VELO, Pablo, Siberia, Iceberg and Killa. The VELO covers the mainstream segment, whilst the Pablo and Siberia cover the high-performance classes.
Which Snus brand is the strongest?
Among the tobacco-free pouches, Pablo leads the way with around 30 mg/g. If we include the tobacco-based Snus, Siberia takes the lead with around 43 mg/g.
Which brand is best for beginners?
Brands offering a wide range of strengths at the lower end of the scale, such as VELO. It is not so much the brand that matters as a low nicotine content of up to around 6 mg/g.
Where do the large Snus stamps come from?
Siberia comes from Sweden, the country of origin of the Snus. The VELO belongs to the BAT Group; the Pablo and Killa come from the Danish NGP Group; and the Iceberg is manufactured in Europe for the international market.
Warning: This product is harmful to your health and is highly addictive. Only available to persons aged 18 and over.
Author: Klaudi, goodvibe editorial team. Last updated: August 2026. Sources: Federal Office of Public Health (TabPG/TabPV), Addiction Switzerland.
