Grov is one of four leading brands of “Swedish Snus” in Sweden.

Snus is a moist smokeless tobacco (snuff) that is placed under the mouth’s upper lip. Over 20% of the adult male population use snus on a daily basis, as a safer alternative to cigarettes.

The products are sold in plastic tubs in two formats:
        
• Loose Snus (50grm)           • Pouch Snus (25grm)

Grov is a coarse ground tobacco with a natural earthy taste. The name means “rough” in English. Consumers perceive the brand as very masculine, close to nature and an active outdoor lifestyle. The consumers are men, aged 20-30 years, who live in urban areas yet spend their leisure time in rural environments - hunting, fishing, skiing, cycling and sailing.