

Zone X launched in August 2021 as a modern, all-white nicotine pouch brand created by Skruf Snus AB, which is owned by Imperial Tobacco (Imperial Brands). Rather than operating as a separate entity, Zone X functions within Skruf’s corporate framework, using their established Swedish manufacturing infrastructure. Skruf managed over two years of R&D—running 100 recipe trials and blind consumer tests—to ensure strong flavor, nicotine delivery, and polished presentation.
Zone X benefits from full vertical integration: production in Skruf’s ISO-standard Sweden facility, alongside internal R&D and compliance under EU regulations. The brand is strategically marketed as a tobacco-free alternative in premium convenience and vape channels across Europe, leveraging Skruf/Imperial’s distribution services. It exemplifies a well-resourced product launch that combines flagship branding with the operational scale of a major tobacco manufacturer—all under Skruf’s corporate structure.
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