Meet our CEO

Fredrik Laurell, born 1968, is CEO since 2020. He has worked with snus and nicotine pouches since 2008. Fredrik led SMPMI, a joint-venture between Swedish Match and Philip Morris International, that explored the global potential for snus in a dozen countries worldwide. He has worked with the inventor of the tobacco free nicotine pouch, and for Imperial Brands’ Skruf snus. Previously, he held marketing and strategy roles at Duni AB and McDonald’s in Europe, Asia/Pacific, Middle East and Africa.

Fredrik holds a MSc from the Stockholm School of Economics and a BA from Stockholm University

Fredrik is independent in relation to major shareholders of the Company

Holdings: 143 166 shares