Sweden

What is the Swedish Experience?

According to a recent report commissioned by the European Union, Sweden has the lowest percentage of smokers across Europe at just 7 percent. A recent Bloomberg article examines this phenomenon – dubbed “The Swedish Experience” – and how snus, a smokeless and spitless upper lip tobacco that originated in Sweden more than 200 years ago, plays a role in reducing the country’s smoking rates.

Umgås Magazine caught up with Lars Erik Rutqvist, senior vice president of scientific affairs at Swedish Match, for background on The Swedish Experience. Check out the video below.