Loop
When Conventions Are Challenged with Purpose
Loop launched in 2019 by Another Snus Factory in Stockholm—a company already known for refusing to accept "this is how we've always done it" as a sufficient answer. With Loop, they didn't come to fill product gaps or copy success recipes. They came to prove that nicotine pouches could be more interesting than mint variation number 47.
The name "Loop" carries several meanings. It references the circular can, the constant improvement cycle, but also the idea of breaking out of linear thinking. This wasn't symbolism—it was a warning signal. Loop would do things differently, and if you weren't ready for that, there were plenty of safe alternatives to choose instead.
Flavor as Starting Point, Not Afterthought
Where most brands begin with nicotine strength and then add flavor, Loop reversed the process. They started with the question: "What flavors would actually be interesting in a nicotine pouch?" and worked backwards from there.
Jalapeño Lime Strong—a combination that seemed absurd until you understood the balance between chili heat and lemon's acidity. Cassia Mint—not yet another mint pouch, but cassia with mint as supporting note. Habanero Mint—where many stop at "too strong chili," Loop found the exact temperature where warming becomes enjoyable.
This isn't flavor experimentation for shock's sake. Every variant has been tested, adjusted, and refined until the balance is right. Loop knows you won't use the product regularly if it's only "interesting the first time." It must be satisfying every time—which is significantly harder to achieve with unusual flavor combinations than with safe peppermint.
Formats That Actually Matter
Loop introduced the Mini format as primary format for several of its stronger products—a choice that surprised many. Conventional wisdom said strong pouches needed to be larger to contain more nicotine. Loop demonstrated the opposite: by concentrating nicotine release in a smaller format, intense experience is created without sacrificing discretion.
Jalapeño Lime Strong, Cassia Mint Strong, and many other Loop products come in mini format with 9-11 mg nicotine per pouch. This isn't compromise—it's optimization. Smaller pouch, maximum effect, minimal visibility. For those who use the product in professional settings, this is freedom to choose experience without sacrificing image.
Design That Communicates Content
Loop's cans are unmistakable. Where other brands use color coding to indicate strength or flavor, Loop uses graphic elements that actually relate to content. Chili for Jalapeño Lime. Flowers for Cassia. This isn't decorative—it's informative design language.
The circular can, smaller than standard format, takes less space in the pocket but holds the same number of pouches (22-24 depending on variant). This is the type of thought-through detail that isn't advertised loudly but is appreciated daily by those who use the product.
Why Loop Resonates with Some, Not All
Loop has deliberately chosen not to be for everyone. Their range has no "safe" options for beginners. The weakest variant sits at 6 mg—normal strength for established users. The flavors require that you actually like what's promised—no one softens the edge with generic sweetness.
This isn't elitism. It's honest brand building. Loop knows who they're for: experienced users who've exhausted standard alternatives and seek something that challenges without overwhelming. If you've never used nicotine pouches before, there are better starting points. But if you're bored with every pouch tasting like variations on the same three themes—Loop is built for you.
For those who appreciate when brands dare to have a point of view, when design serves function, and when flavor actually means something—Loop delivers consistently.