Camel Snus

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Market Date: April 2006
Camel Snus



RJ Reynolds American
British American Tobacco
Camel Snus by R.J. Reynolds is manufactured in Winston-Salem, North Carolina for sale within the United States. Japan Tobacco International (JTI) owns the international rights to the Camel brand name outside the United States.[1] As well as manufacturing all Camel cigarettes sold outside the USA, JTI Sweden manufacturers and distributes Camel Snus for the Swedish Market.[1] Swedish Camel Snus is made at the JTI Sweden factory in Vårgårda, Sweden.[1]


Camel Snus, a smokeless spitless tobacco product, consists of pasteurized tobacco portioned into 0.6 gram (Mellow, Frost) and 1.0 gram (Robust, Winterchill) pouches. Camel Snus is available in four flavors: Mellow, Robust, Frost, and Winterchill. Snus is used between the cheek and upper lip where the oral cavity absorbs nicotine.

Snus is not associated with oral cancer but it increases the risk for pancreatic cancer, although these risks are 50% less for snus users than cigarette smokers. [1] In a large scale study conducted in Australia, lifelong users of snus had a life expectancy comparable to those who quick tobacco all-together. [1]

In December 2008, the Spice and Original flavors were replaced with a single Mellow flavor. In 2009, Camel Snus was launched nationally. The newest version of Camel snus contains 8mg of nicotine per pouch, according to an RJ Reynolds spokesman.[1]

In July 2010, Camel Snus was completely redesigned. Not only was the container improved upon, the pouches are now larger and contain more moisture and nicotine. All four flavors: Mellow, Robust, Frost, and Winterchill will now be distributed nationally.


  • You can receive pleasure anywhere.[1]
  • Be the first one on your block to try Camel Snus, a different way to do tobacco.[1]
  • Snus is a different kind of smokeless tobacco because it's pasteurized, whereas moist snuff is fermented.[1]
  • The Camel Snus Web site suggests using its product at a concert, right in front of security, on a jet from Miami to L.A. or at a bar or club.[1]

Product Design Features

  • Contains pasteurized tobacco, water, pouch materials, flavors (including menthol for Camel Snus Frost), sodium carbonate, and sodium chloride
  • Nicotine (Original): 14.5 mg/g ; Free Nicotine, 2.4 mg/g ; Total tobacco specific nitrosamines (TSNA): 1.4 mg/g
  • Nicotine content could vary by product flavor type as a specific intention of the manufacturer to create a consumer acceptable nicotine effect-flavor balance

Camel Snus is a spitless, Swedish-style dry snuff which has lower TSNA levels and is potentially less harmful than other SLT products. The product is the first smokeless tobacco product to be marketed by a cigarette company in the US, and appears to have been developed to appeal to smokers. Camel Snus is pasteurized which inhibits development the of TSNAs. Camel Snus also has low salt, which produces less saliva and reduces the need for spitting.[1]





Industry Documents


Market Testing

  • August, 2006: Portland, OR; Austin, TX
  • July, 2007: Dallas, TX; Raleigh, NC; Columbus, OH; Orlando, FL; Indianapolis, IN; Kansas City, MO; Morgantown, WV
  • May, 2008: Atlanta, GA; Baltimore, MD; Washington, D.C.; Chicago, IL; Los Angeles, CA; Miami, FL; Minneapolis, MN; St. Paul, MN; New York City, NY; Oakland, CA; San Francisco, CA; Seattle, WA

Advertising and Selling Messages

  • Retail communications, brochures, direct mail, website. Retailers offered new signage and POS countertop refrigerator
  • Part of Reynolds’ strategy to attract smokers has used the promotional phrase, “Pleasure For Whenever” to suggest a tobacco product that can be used in non-smoking environments


Camel Snus was developed as part of Reynolds’ strategy to attract smokers and has used the promotional phrase “pleasure for whenever” to suggest a tobacco product that can be used in non-smoking environments. Smokers appear to be targeted in messaging and promotional materials. Multiple aggressive marketing strategies have been employed, including retail communications, brochures, direct mail and a website. Reynolds has employed colorful new signage at retail outlets. The product is sold in a special countertop refrigerator, in proximity to confectionaries. At the test market introduction in Portland, Camel Snus pricing was similar to or greater than Camel cigarettes. Camel Snus averaged $4.60 per package, $0.30 more than the Camel cigarettes. In Austin, the average price was $4.81, a large ($1.18) increase over the average Camel cigarette price of $3.63. Crosspromotions with cigarettes have been employed with free coupons for Camel Snus being provided with Reynolds cigarette products. Because of cross-marketing with cigarettes and promotion among the smoker market, it appears that Camel Snus is designed to be used in conjunction with cigarettes. Such dual use raises concerns about health implications, as the potential health benefits of reduced toxin snus would be negated among those who continue to smoke. Aggressive marketing of new snus products may lead to further enticement of youth, who later may “graduate” to smoking. There are also concerns that current smokers may use snus instead of quitting altogether, or that past smokers may be lured back into tobacco use via snus. [1]

Product Chemistry

  • Ingredients
    • Pasteurized tobacco
    • Water (33% moisture content)
    • Pouch Materials
    • Flavorants
    • Sodium carbonate
    • Sodium chloride
  • Nicotine levels
    • 8mg nicotine (Mellow, Frost) and 13mg nicotine (Robust, Winterchill) per pouch
    • 2.4mg unbound nicotine per gram of tobacco (1.44mg per pouch)
  • TSNA level
    • 1.3ug per gram of tobacco


  • Metal, oblong shaped container
  • Each tin contains 15 pouches
  • Pouches are sealed with tape in a metal tin to preserve flavor
  • Available in 4 flavor types: Mellow, Robust, Frost, and Winterchill

Use and the Consumer

  • Potential users instructed on method for using snus
  • Brochure indicates nicotine onset effects require 5 min
  • Lasts up to 30 minutes
  • Refrigeration not required after opening

Human Use and Exposure

  • Human exposure: not yet conducted or not available

Toxicity Analyses

  • Ames method in vitro: not yet conducted or not available
  • In vivo MSP: not yet conducted or not available
  • Animal exposure: not yet conducted or not available

Legal Compliance

  • Surgeon General warnings
  • No sales to minors
  • Subject to State and Federal cigarette taxes

Community Response

  • Campaign for Tobacco Free Kids issued a press release protesting

the proliferation of this product in markets with clean indoor air laws.


Smokeless Tobacco Composition


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