The FUMI guideFumi: Swedish made snus in four strength steps
What do you look at first on a can of snus, the flavour or the number? With Fumi the flavour usually gets there first. This is a brand from Helix Sweden AB, made in Sweden, and its names tell you what you're getting before you lift the lid: Freezy Mint, Salty Violet, Fiery Mango, Zingy Ginger. Underneath those names the range is tidy. Our shelf carries Fumi at 4mg, 8mg, 11mg and 15mg a pouch, in two pouch sizes, slim and mini. So there are really two choices to make. How much nicotine do you want in a pouch, and what do you want it to taste like?
This guide takes the range from the lowest strength upwards. It names every flavour on our shelf at each step, then covers who makes Fumi, where each strength falls on our scale, the two pouch sizes and how to settle on a flavour. Find your strength first. The flavour is the enjoyable part.
01Who makes Fumi
Fumi comes from Helix Sweden AB, a Swedish limited company registered in July 2019, and the pouches are made in Sweden. The company's stated business covers the production, marketing, distribution and sale of nicotine products. Fumi is also part of Altria's international nicotine pouch range, so there's a large group standing behind a Swedish name.
The pouches are tobacco free, and they're white. The cans are colour coded by flavour, which makes one variant easy to tell from another once you've found the can you like. That's a small detail, and a useful one when the same flavour name comes at more than one strength.
02Where Fumi falls on our strength scale
Our scale sorts snus by the nicotine in each pouch. Light is anything under 8mg. Medium runs from 8mg up to 16mg. Strong runs from 16mg up to 25mg, and extreme is 25mg and over. Fumi at 4mg is in the light band. At 8mg it's at the very start of medium, at 11mg it's in the middle, and at 15mg it's near the top.
So on our shelf Fumi covers two bands, light and medium, in four steps. You may see a word such as Regular, Strong, Extra Strong or Ultra Strong after the flavour name on a lid. Those are the names printed on the can for 4mg, 8mg, 11mg and 15mg, and Regular there refers to strength, never to the size of the pouch. Our bands go by the mg figure alone. That's the number to shop by.
03Slim and mini, the two pouch sizes
Fumi comes in two formats, slim and mini. Every can without Mini in its name is a slim pouch, and a slim can holds 20 pouches. That covers all of the cans at 8mg, 11mg and 15mg, and four of the cans at 4mg. The four Mini cans hold a smaller pouch at 4mg, in a cold, icy mint, spearmint, strawberry and watermelon with mint. For a Mini, go by the pouch count printed on the can. Side by side the decision is simple. Choose slim for the wider flavour list and the higher strengths, and choose mini if you like a smaller pouch at 4mg.
04How to choose a Fumi flavour
Strength first, then taste. Once you know your number, think about which family you usually reach for. Mint is the broadest. A cold, icy mint and a spearmint are both on the shelf at 4mg in the mini pouch, and again at 11mg and 15mg in the slim pouch, with a slim Freezy Mint at 4mg as well. Fruit comes next, with cherry and strawberry at 4mg and 8mg, apple at 8mg, and watermelon or blueberry with mint.
Then come the cans with more of a twist. The two Salty cans are liquorice, with violet or with raspberry. Fiery Mango adds chilli warmth to mango, and Zingy Ginger is ginger with spice. If you like a flavour that feels familiar, start with strawberry or spearmint. If you'd like the can that shows Fumi at its most individual, go for Salty Violet at 4mg or 8mg.
