Vision & values

An enlightened people choosing safer nicotine.

Vision & values

Our vision and mission

We put the consumer first. We engage with them every day to understand their needs and desires, and we know them like no other actor in the industry. Our vision to “Inspire healthier enjoyment for millions” will help consumers change harmful habits, whilst simultaneously increasing our global presence.

Our values

Society is demanding a change in the tobacco and nicotine industry. We believe that “Inspiring healthier enjoyment for millions” is pivotal to drive the global change. As a result of our success in Scandinavia, and our recent achievements when entering new markets, we’re in a unique position to help drive that change in society.