Exalt Snus

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Market date: 20010000 [1]

Contents

Manufacturer

Swedish Match

Description

Exalt is a new snus product from Swedish Match and packed in mini pouches.[1] Swedish Match manufactures the Exalt tobacco packets in the U.S. in Owensboro, Kentucky, using the proprietary GothiaTek(R) process.[1]

Claims

  • Lower moisture content than snuff
  • The GothiaTek(R) process reduces the levels of controversial compounds

Product Design Features

  • Oral noncombustible snus
  • Moist to semi-moist product used behind the upper lip
  • Available in both loose and portion-packed forms
  • Despite claims to be a reduced-risk product, TSNA levels are comparable

with conventional brands of smokeless tobacco products(Copenhagen, Kodiak)

  • One gram of Exalt tobacco contains 0.3 micrograms (wet weight of product) of total TSNAs

Introduced in 2001 to Ohio and North Carolina, Exalt tobacco packets provide a smokeless alternative for cigarette smokers when they cannot, or choose not, to smoke. Offered in two flavors – original and peppermint – Exalt was developed after extensive consumer research.

"Exalt is the beginning of a new category," said Lennart Sundén, President and CEO of Swedish Match. "Exalt Tobacco Packets build upon our experience of over 30 years manufacturing tobacco products with the Swedish process. This unique manufacturing standard, branded GothiaTek, delivers a positive alternative to cigarette smokers. The goal of Swedish Match is to offer the best products to our consumers and we are excited to lead the development of a new smoker’s alternative category with the introduction of Exalt.”

The GothiaTek standard works towards eliminating or reducing the elements in tobacco that have been identified by the scientific community as harmful or controversial, as well as yielding a product of the highest quality. Exalt Tobacco Packets are the first product in the United States sold with this distinction.

In 2006, Stepanov et al evaluated TSNA levels in new tobacco products, including Ariva, Stonewall, Exalt, Revel, Smokey Mountain, and Quest. The highest nitrosamine levels were found in Exalt; one gram of Exalt tobacco contained 0.3 micrograms (wet weight of product) of nitrosamines, compared with 4.8 micrograms per gram in Copenhagen, and only 0.26 - 0.28 micrograms in Ariva and Stonewall. Thus, despite claims to be a reduced-risk product, TSNA levels in Exalt were comparable with conventional brands of smokeless tobacco products.[1]


Media

  • Snus Video 320x280 display from YouTube

Snus Production Video 320x280 display from YouTube

The Art of Snus Video 320x280 display from YouTube

Images

Publications

Industry Documents

Links

Market Testing

  • April 2001: Ohio and North Carolina
  • October 2002: available online at www.snusworld.com

Advertising and Selling Messages

  • Slogan: “No Smoking. No Problem.”
  • Promotional materials state: “Continued appreciation [of Exalt] by tobacco consumers in the U.S. will help in reducing the risks associated with cigarette smoking,” and “a smokeless alternative for cigarette smokers”
  • Marketed not as a complete substitute for cigarette smoking, but as a temporary replacement where smoking is banned – airlines, worksites, theaters, and homes
  • Little to no information on the website or in promotional materials on the dangers of smoking, how to quit smoking, or the differences in health risks between smoking and smokeless tobacco use[1]


Promotion

Exalt was marketed not as a complete substitute for cigarette smoking, but as a temporary replacement where smoking is banned – airlines, worksites, theaters, and homes, for example. Further, on the Exalt website, there was little to no information on the dangers of smoking, how to quit smoking, or the differences in health risks between smoking and smokeless tobacco use. Clearly, the product is being marketed as a compliment to continued smoking, rather than a means of smoking cessation.[1]

Packaging

  • Two flavors: original and peppermint
  • Available in black hard packs, with either yellow (original flavor) or blue label (peppermint flavor)
  • Each pack contains 20 pouches

Exalt was available in black plastic hard containers, with either yellow (original flavor) or blue label (peppermint flavor). Each pack of Exalt contained 20 individual snus packets.

Use and the Consumer

No known information

Human Use and Exposure

  • Human exposure: not yet conducted or not known

Toxicity Analyses

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

Legal Compliance

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

Community Response

  • No known organized community campaigns

Patents

Notes

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