What Is 77 Snus? The Maker, the mg and the Flavours in Germany

77 is a brand of nicotine pouches from Luna Corporate, and the 77 nicotine pouches we stock for customers in Germany come in four strengths: 5.2mg, 10.4mg, 15.6mg and 20mg per pouch. People in Germany type it as 77 snus or 77 nikotinbeutel, and both searches land on the same small, flavoured pouch that sits under the upper lip.

Think of the name on a can as a short sentence with three parts: the brand, the flavour and the number. Once you can read those three parts, the whole range stops looking like a wall of cans and starts looking like a menu you can order from. The sections below take the parts one at a time, in the order people tend to ask about them.

What does the name 77 tell you about the product?

The name 77 identifies the brand, and everything after it in the product name describes one specific can. A name such as 77 Peppermint 5.2mg gives you the brand, the flavour and the nicotine in one pouch, in that order. The number 77 itself carries no strength, which surprises almost everyone once. It is a little like a German bakery called Bäckerei Siebenundsiebzig: the name on the door says who you are buying from, and the price tag in the window says what you are actually buying.

The same flavour often appears at more than one strength, so a flavour name alone never settles the question. Peppermint, Ice Mint and Fresh Mint, for example, each turn up at several levels across the range. If you shop in Berlin or Hamburg the way many people do, with a short list in your head, the useful habit is to remember the flavour and the mg together as a pair, and to check both before anything goes in the basket.

Which company stands behind 77?

77 is a brand of Luna Corporate. The company makes the pouches and puts its brand name on them, so when a friend in Munich asks who is behind the number, Luna Corporate is the whole answer. Knowing the maker is handy mainly for one practical reason: it tells you that every 77 can, whatever its flavour or line, belongs to one family with one set of naming habits.

That family habit is worth a moment. A maker names its lines and its strengths in its own way, and a shop sorts the same cans into its own categories. Both systems are legitimate, and they sometimes disagree about a word. The next sections show where that happens and how to read around it, using the mg per pouch figure as the fixed point.

Is 77 snus the same as traditional snus?

77 sold in Germany is called snus in everyday speech, although it belongs to the nicotine pouch family rather than to traditional tobacco snus. Traditional Swedish snus is ground tobacco, water, salt and a few other ingredients, shaped or portioned and placed under the upper lip. A nicotine pouch follows the same under the lip routine but uses plant fibre as the filling, with nicotine added separately and flavour on top. The word snus simply travelled with the habit, which is why a shelf can say snus while the filling inside is something quite different.

That difference explains two questions that come up constantly. The first is whether tobacco free means nicotine free, and the answer is no: tobacco free describes the filling, while the nicotine is stated on the can as mg per pouch. Every 77 on our German shelf carries nicotine, from 5.2mg up to 20mg. The second is whether a white pouch or a mint name tells you anything about the contents. It does not, so the written details on the product page are the thing to trust.

The history is older than most people expect. Snus has long been a habit built around placement under the lip, and tobacco free pouches are a newer step that keeps that placement and vocabulary while leaving the tobacco leaf behind.

How strong is 77 per pouch?

77 on our German shelf runs from 5.2mg to 20mg of nicotine per pouch, in four steps. The step to compare is always mg per pouch, because that is the amount in the one portion you will actually use. Our shop sorts the shelf into Light (1 to 8mg), Medium (8 to 16mg), Strong (16 to 25mg) and Extreme (25mg and over), so 5.2mg is Light, 10.4mg and 15.6mg are both Medium, and 20mg is Strong. Our chart of 77 strengths lays those four steps out beside each other.

Why do some cans use Strong for 15.6mg and others do not?

A maker names its own steps and a shop names its own bands, so one can can carry two descriptions. A can marked Strong by its line name may sit in our Medium band because 15.6mg falls inside the 8 to 16mg range. Neither label is wrong. The line name tells you where the can sits in the 77 family, and the shop band tells you where it sits on our scale. The number underneath both stays the same, which is why it makes the cleanest comparison.

What is the difference between mg per gram and mg per pouch?

Mg per gram describes how concentrated the nicotine is by weight, while mg per pouch describes how much sits in one portion. Multiply the concentration by the pouch weight in grams and you get the amount per pouch. German food labels work the same way: a table of values per 100 g answers one question, and the figure per portion answers another. A lighter pouch holds less nicotine than a heavier one at the same concentration, so put per pouch figures next to per pouch figures and leave the per gram column for when you want the full picture.

What is a sensible time to keep a 77 pouch in?

A nicotine pouch is kept in for 30 to 60 minutes, depending on the user's preference. That is the shop's experience of how people use them, and our guide to how long a 77 pouch stays put goes into the timing further. Where you land in that window comes down to taste and routine, and a bigger number on the can does not mean a longer session.

Two separate questions are easy to mix up. One is the time a single pouch spends in your mouth, counted in minutes. The other is how long a whole can lasts, which depends on how often you reach for one. Someone commuting through Cologne on a weekday and someone relaxing at home on a Sunday will empty the same can at very different speeds, so a can has no single lifespan. Settle the strength first, and let the routine find its own rhythm afterwards.

What is the right way to place a 77 pouch?

Place the pouch between your gum and upper lip, where moisture helps release the flavour and the nicotine. A step by step walk through is in the guide to placing 77 pouches in Germany, and the short version is that the pouch stays where you put it without any effort. There is no need to chew it or shift it about, and when you are finished you take it out and bin it.

The first minutes are when the flavour is at its brightest, which is one reason people choose carefully. A mint can feels cool and quick, a cola or berry can feels rounder and sweeter, and both settle into a steady background as the time goes on. If a first pouch feels like more than you expected, take it out. The point of the routine is to suit you, and the 30 to 60 minute window is a range rather than a target.

What flavour families sit on the 77 shelf?

Mint, fruit, cola and sweet styles make up the 77 flavour list, and it helps to choose a family before choosing a strength. Mint is the largest group, covering plain peppermint, fresh mint and ice mint styles, with fruit mixes such as melon and mint sitting alongside. Berry and fruit flavours include forest fruits and raspberry, and the cola group pairs cola with cherry or vanilla. If you would like an order of preference, our flavour order for 77 does that job separately.

A familiar food reference makes the names easier to picture. Cola and vanilla brings to mind a vanilla cola, and forest fruits suggests the mixed berries that turn up in a German dessert, Waldbeeren on the menu. These comparisons describe a flavour direction and are not a tasting result, so treat them as a way into the shelf rather than a promise about the final taste.

An Ice or Freeze word in a name belongs to the flavour description. It tells you to expect a cooling edge, and it leaves the nicotine figure to be read separately on the can. That separation is the thread running through the whole range, from the first mint to the last berry.

How the 77 shelf divides into lines

The 77 range is organised into lines, and the ones to know on our German shelf are the Light, Medium and Strong standard cans, the Ghost cans and the VB cans. The line-by-line breakdown takes each line in turn. The standard cans carry the figures 5.2mg, 10.4mg and 15.6mg, so a Light can and a Medium can differ by number and name together.

Ghost cans sit at 20mg per pouch, and some of them carry Mini in the product name. Mini describes the size of the pouch, and it is the printed mg figure that tells you the nicotine, which for the 20mg cans is 20mg per pouch. A small pouch can therefore hold the same stated amount as a larger one, and a reader who assumes small means mild can be caught out.

VB cans carry the initials in their names and, in some flavours, the full name Valtteri Bottas. They appear on our shelf at 5.2mg, 10.4mg and 20mg per pouch, so the line name does not fix a single strength. As with every other 77 can, the figure beside the flavour is the one to read.

Across all of these, 49 products make up the 77 shelf, which is plenty of room for a flavour to appear at more than one level.

Where can you buy 77 in Germany?

We deliver to Germany, and 77 is available through our snus range whether you are ordering for Berlin, Hamburg, Munich or Cologne. The ordering side of things is covered in our guide, and each can below links to its own product page, where the complete name and the mg per pouch sit together.

Starting at 5.2mg gives the cleanest side by side look, because the nicotine stays steady while the flavours change. 77 Cola & Cherry 5.2mg and 77 Cola & Vanilla 5.2mg show the cola group, and 77 Forest Fruits 5.2mg shows the berry direction. Three flavours, one strength, and the only thing left to decide is taste.

The mint end of the shelf includes 77 Fresh Mint 5.2mg, 77 Ice Mint 5.2mg and 77 Melon & Mint 5.2mg, which brings fruit into the mix, with 77 Peppermint 5.2mg rounding out the group. Each states 5.2mg per pouch, so a difference you notice will come from the flavour and not the number.

For more fruit and sweet options there are 77 Raspberry Ice 5.2mg, 77 Raspberry Vanilla 5.2mg and 77 Valtteri Bottas Arctic Berry 5.2mg. That last name carries the VB line wording, which makes it a handy example of a product name doing three jobs at once.

How do you weigh 77 against other pouch brands?

When you put one brand beside another, start with nicotine per pouch, then look at pouch size, then flavour. Every brand has its own words for strength, so one maker's Strong can sit next to another maker's Medium, and only the mg figure lines up cleanly. If you want to purchase nicotine pouches from several brands, that single habit keeps the comparison honest.

For a closer look at two names together, our notes on how 77 and Zyn compare and the rundown of Velo against 77 work through the questions people raise most. Read them after you have picked a 77 level you like, and the comparison becomes a matter of flavour and format alone. Check the mg per pouch on the can, read the full product name, and choose the flavour that appeals.