On! is a tobacco-free nicotine pouch brand originally created by Burger Söhne, a Swedish company with deep roots in Scandinavian snus tradition. Launched in 2015, it was acquired by Altria Group in 2019 and is now manufactured through its subsidiary Helix Innovations, with production in both Sweden and the US.
On! stands out through deliberate simplicity. The pouches come exclusively in a dry mini format, making them among the smallest and most discreet on the market. Each rectangular can holds 20 pouches and features a built-in compartment for used portions. The European range includes Mint, Citrus, Licorice, Coffee, Berry, and Spearmint, with strengths at 3mg and 6mg per pouch. The dry composition means minimal drip, a longer shelf life, and a gradual, controlled nicotine release. For those who value subtlety over intensity and clean function over bold experimentation, On! is a brand that does fewer things, but does them with real precision.