What Is 77? 77 Snus Explained for Sweden

77 is a brand of tobacco free snus, and in Sweden its pouches come in four strengths: 5.2mg, 10.4mg, 15.6mg and 20mg per pouch. Our Swedish shelf of 77 nicotine pouches holds 49 products across those four steps, so a shopper in Stockholm, Gothenburg or Malmö can choose a flavour first and read the strength straight off the can.

The 77 on the lid is the brand name, so nobody needs to hunt for 77mg inside. The chart below puts the whole range on one line each, and the sections after it explain every column.

What does 77 mean on a Swedish can?

77 is the name of the brand, and the number has nothing to do with milligrams. Each pouch is a small portion filled with plant fibre, flavour and added nicotine instead of tobacco leaf.

Tobacco free is a phrase that deserves a careful read. It tells you the leaf is absent, and it does not tell you the nicotine is absent, because every strength in the chart above carries a stated amount per pouch. Swedish shops use several words for the same sort of product, such as vitt snus, tobaksfritt snus and nikotinpåsar, and on our Swedish shelf they all sit under the plain word snus.

The habit has deep roots in Sweden. Moist snus placed under the upper lip is an old Swedish routine, and portion pouches later grew out of it. So a 77 pouch shares the Swedish under the lip routine while changing what fills the pouch. If you grew up in Uppsala with a grandfather's tin on the kitchen shelf, the habit will look familiar, even though the contents differ.

How strong is 77 snus in mg?

A 77 pouch holds 5.2mg, 10.4mg, 15.6mg or 20mg of nicotine. The lid shows the same ladder as a row of dots, with stronger cans carrying more of them: Light sits at the bottom, Medium and Strong above it, and the Ghost and VB Mini cans at the top. The level by level detail lives on our page about every 77 strength on the Swedish shelf, which is the place to go if you are searching for 77 snus mg and want each can in its own row.

Our own scale, per pouch, runs Light 1 to 8mg, Medium 8 to 16mg, Strong 16 to 25mg and Extreme from 25mg. Set beside the lid, that gives a small twist: 5.2mg is Light on both, 10.4mg is Medium on both, 15.6mg is called Strong on the lid yet lands in Medium on our scale, and 20mg is Strong on our scale while the lid puts it at the top of its ladder. Neither label is wrong. They answer slightly different questions, one about the brand's own ladder and one about where the number sits across the whole Swedish shelf.

Why do two shops sometimes label the same pouch differently?

Shops are free to draw their own scales, so the same milligram figure can carry different words in different places. The number per pouch is the part that stays put, which is why we state it beside every label.

Why does mg per gram differ from mg per pouch?

Mg per pouch is the nicotine in one portion, while mg per gram is the concentration in the filling. The two are linked by the weight of the pouch, so a filling can be strong per gram and still give a modest amount per pouch.

Think of a recipe that lists the salt in a spoonful and the salt in a whole pot. Both numbers are true, yet they answer different questions, and mixing them up is the quickest way to misread a can. When you compare two cans, compare per pouch with per pouch, and the picture stays clear.

What is the difference between Slim and Mini?

Slim and Mini describe the size of the pouch, and size alone does not predict strength. The standard range is slim. The Ghost line is mini, and it carries 20mg, which is more than the 15.6mg slim Strong.

That is worth remembering in a Gothenburg tram queue when a small pouch looks gentle from the outside. A smaller pouch can hold a more concentrated filling, so read the milligram figure on the can rather than judging by the look of the pouch.

How long does a 77 stay in, and how do you use one?

A 77 pouch is kept in for 30 to 60 minutes, depending on your preference. You place it under the upper lip, let the moisture release the flavour and nicotine, and take it out when you are done, which for some people is closer to half an hour and for others closer to the full hour.

A pouch is kept under the lip, so there is nothing to chew and nothing to hurry. The first minutes carry the freshest flavour, and a lighter pouch will feel gentler over the same stretch than a 20mg mini. If you want the step by step version for a first pouch and for every day after, our step by step guide walks through it, and the timing guide covers the duration in more detail.

What flavours sit on the 77 shelf in Sweden?

Mint, berry, fruit, cola and dessert flavours all sit on the shelf. Shoppers often start with a flavour name, so the shelf lists salted caramel, blackcurrant ice and apple mint, all three at 10.4mg.

Which flavour families are worth knowing?

• Mint: Fresh Mint, Ice Mint, Peppermint, Freeze Mint, Apple Mint, Melon & Mint and Peach & Mint, with the cooling cans leaning on the word Ice or Freeze.
• Berry and fruit: Forest Fruits (the skogsbär of the lid), Raspberry Ice, Blueberry Ice, Blackcurrant Ice (svarta vinbär), Grape Ice, Strawberry and Watermelon Ice.
• Sweet and dessert: Cola & Cherry, Cola & Vanilla, Raspberry Vanilla, Salted Caramel, Blueberry Vanilla Banana, Pink Punch and Sour Bliss.
• Ghost: Bubblegum, Cola Ice and Mango, plus two minis, Cola & Vanilla and Watermelon Ice.

A flavour name describes the direction of the taste, so Forest Fruits is a mixed woodland berry idea, and Pink Punch is a fruity punch idea. If you would like a view on which of these sit at the top of the shelf, our flavour ranking puts them in order.

How do the 77 lines differ on a Swedish shelf?

77 has a standard slim range, a Ghost mini line and a Valtteri Bottas collaboration called VB. The standard range is Light at 5.2mg, Medium at 10.4mg and Strong at 15.6mg. Ghost is mini and sits at 20mg. VB is a special edition made in collaboration with Valtteri Bottas, and every can with VB in its name belongs to it.

The VB line comes as slim Light at 5.2mg and slim Medium at 10.4mg, with a VB Mini at 20mg beside them. Arctic Berry, Arctic Mint and Spearmint make up the VB flavour set on our shelf. The idea to hold on to is that line, strength and format are three separate things: a line is a family of cans, strength is the mg per pouch, and format is slim or mini. Our page on the line by line breakdown separates them can by can.

Where can you get 77 in Sweden?

We deliver to Sweden, and our Swedish shelf carries 77 across all four strengths. Whether you are in Stockholm, Malmö, Gothenburg or Västerås, the order page shows the same cans, with the strength per pouch printed beside each flavour. Our ordering guide covers pack sizes and the order itself.

Which 77 cans do people ask about by name?

The cans below are some of the 5.2mg Light cans on the shelf, and each one has its own page with the full detail.

• 77 Cola & Cherry 5.2mg is the cola and cherry pairing at the Light end of the range.
• 77 Forest Fruits 5.2mg is the woodland berry can, the skogsbär of the shelf.
• 77 Ice Mint 5.2mg is the cooling mint at Light strength.
• 77 Peppermint 5.2mg is the classic mint at 5.2mg per pouch.
• 77 Valtteri Bottas Arctic Berry 5.2mg is the Light can from the VB collaboration.

Many of these flavours return at a higher strength, which makes a Light can an easy way to try one before climbing the ladder.

How does 77 compare with other snus in Sweden?

Comparing per pouch with per pouch is the quickest route, since brands round and label their strengths differently. Our wider shelf on the snus from every brand homepage runs from 3mg to 150mg across 580 products, and you can browse it all if you want to stock up on nicotine pouches from more than one brand. For a side by side view, we have set out how 77 stands next to Zyn and how it sits beside Velo, each by strength and flavour.

If you are standing at a kiosk in Stockholm or ordering from home in Malmö, pick the strength first, then the flavour, and start with a pouch that suits the 30 to 60 minutes you plan to give it.