“With Cold Dry, we wanted to create something unique instead of simply following trends” – Niklas Söderling from Greatest in an interview with Snuzone

Anyone who tries a Nicotine Pouches and thinks, “This could be better,” either has very high standards or a good idea. At Premium Pouch Global, it was both. The Finnish company didn’t start with a marketing concept like many others, but with a gap in the market: a product that simply didn’t exist yet. Their answer was “Cold Dry” technology — a dry, tingling pouch experience that clearly stands apart from traditional moist pouches. The brand’s motto sums up its ambition: “Not your average pouch. Not even close.”

What sets the company apart is not just the product itself, but also the philosophy behind it. Premium Pouch Global’s vision is to establish Greatest as the leading brand for discerning consumers who value quality and a distinctive nicotine experience. At the heart of it is the “Cold Dry” technology, which ensures a particularly even and controlled release of nicotine and flavor — long-lasting, while other products fade quickly. Behind Greatest is Premium Pouch Global, based in Helsinki — a company aiming to redefine nicotine products through innovation and quality.

The key facts about Greatest

What exactly is behind the “Cold Dry” technology? Why does Greatest use pouch weight instead of a higher concentration when it comes to strength? And how does Greatest position itself in the regulatory debate surrounding Nicotine Pouches? We spoke about these topics with Niklas Söderling, International Client Relationship Manager at Greatest, at InterTabac 2026 in Dortmund. He has clear views on all three topics.

This becomes especially clear when it comes to regulation: the EU is planning a revision of the Tobacco Products Directive, often referred to as TPD3 is described, which also brings Nicotine Pouches more strongly into focus. Söderling is clear that a product category that is only insufficiently understood by regulators quickly ends up in a grey area and is neither properly recognized nor appropriately treated. In his view, Nicotine Pouches should be taxed and recognized as a separate category, because harm reduction is the key issue, and development should move in that direction.

Interview with Greatest

How did Greatest come about, and how did it all start?

Söderling: Greatest was founded in Finland in 2023. “Puff and Pouch” was the first brand launched in Finland by the company Premium Pouch Global. Greatest followed around a year later. One of the founders had business partners who ran a distribution company, while the other was interested in bringing Nicotine Pouches to market. Together, they entered the Finnish market. Three years later, we are now number one in Finland and also sell our products in markets such as Portugal and Spain. Finland is generally a difficult market to break into, as marketing is prohibited and advertising is therefore not an option. We distributed many samples, and Greatest consistently came out on top. People tried it, got to know the brand, and the brand simply caught on. In the end, it turned out to be a product that fits the Finnish market perfectly. Overall, Greatest is based on a simple principle: a selection of products that deliver reliable and consistent results.

Brands like Klint, Noto, and Fix each appeal to their own target group. What is it like for Greatest?

Söderling: Instead of focusing on a specific type of person, we try to appeal to a broad audience with our range by offering both strong and milder options. We started in Finland and then transferred this approach to Sweden, adjusting our strategy over time rather than assuming that a single approach would work across all markets. The real “secret,” if you want to call it that, is simply listening to people, finding out what they like, and trying it out. If something doesn’t work, we move on. A large part of our work is based on trial and error rather than desk-based speculation. Our “Cold Dry” blend is an excellent example of how this approach pays off—we didn’t develop it using a formula, but by testing real consumer reactions, and it offers a completely new experience in this category.

Speaking of “Cold Dry”: the dry texture, which means the Pouches hardly “drips,” is rather unusual for this product category. What’s behind it?

Söderling: The idea behind “Cold Dry” was to create something unique for the Finnish market instead of simply following existing trends. The result is a neutral, refreshing flavor profile: no mango, no sweet flavors that many consumers find too intense, but an aroma that deliberately refuses to follow any trend. It is precisely this restraint that makes “Cold Dry” appealing to a broad audience: the flavor is approachable without being intrusive, and long-lasting without being overwhelming. The “Cold Dry” technology delivers an exceptionally intense and consistent taste experience – one that clearly stands out from the crowd of moist, quickly fading Pouches on the market.

Greatest is already present in Finland and also in Portugal and Spain, among other markets. Where is the expansion expected to go next?

Söderling: Our growth approach is clear: we expand wherever it is legally possible. Various European markets are currently on our radar, including Germany, which we are watching especially closely because the potential there is considerable. The underlying logic always remains the same: if a market is accessible to us and the regulatory framework allows it, we want to be present there. We do not wait for the perfect moment — we act as soon as the conditions are right. We already have concrete plans for the coming year to enter a new market. We cannot reveal which one it will be just yet, but we are confident that this will be the first of many more steps. The progress so far in Finland, Portugal, and Spain shows that our approach works. We expect this pace of expansion to continue in the coming years. 

Global Finland Oy scales Greatest's strength through pouch weight rather than concentration. Why did the company choose this approach?

Söderling: When it comes to nicotine products, responsibility is our top priority. While some brands aim for concentrations of up to 50 mg/g, we simply believe that is too high. At that level, the focus shifts from providing a quality product to marketing a genuinely unhealthy product. We made a conscious decision not to go down that path. Instead of chasing ever-higher concentrations, we increase the strength by adjusting the weight of the pouch itself. This approach is more controlled and more considered. By increasing the weight of the pouch rather than the nicotine concentration it contains, we can offer consumers who want a strong product a truly intense experience without exceeding the nicotine concentration we are comfortable with. For us, this distinction is crucial. There is a difference between a strong product and an irresponsible product, and we believe the entire industry should start drawing that line more clearly.

The regulations for Nicotine Pouches are expected to become stricter, and there is also talk of a revision of the TPD – how do you assess the current situation?

Söderling: Personally, I feel much better since switching from cigarettes to Nicotine Pouches, and I believe many others would agree with me. In my opinion, Nicotine Pouches are a better alternative to smoking. They may not be a perfect product, but for people who would otherwise keep smoking, they are a meaningful step in the right direction. The problem is that many regulators and lawmakers still do not fully understand what Nicotine Pouches actually are. This lack of understanding shapes the way they are treated, and that is a real obstacle. When a product category is not properly understood, it often ends up in a regulatory grey area where it is neither properly recognised nor properly addressed. Ideally, we would welcome countries taxing Nicotine Pouches appropriately so that they are recognised and considered as a category in their own right. Harm reduction is the key issue here, and developments need to move in that direction. Instead of simply being used as a blunt instrument to curb consumption, taxation needs to make sense – fair for both businesses and consumers. Clear, proportionate regulation would benefit everyone: it would provide companies with a stable framework for operating, give consumers confidence in the products they use, and allow regulators to meaningfully oversee a category that will continue to grow. That is the direction we hope for.

A regulation that has already come into force in Finland is known as plain packaging: since August 2026, colours, logos, images and other brand elements on nicotine pouch cans have been heavily restricted. One example of this is the “Mint” variety from Greatest.

Conclusion: Cold Dry, pouch weight and the desire for clear rules

Finland is a highly regulated market: since 2016, there has been a ban on characterising flavours for cigarettes, roll-your-own tobacco and liquids for electronic cigarettes. Since 2023, there have also been standardised packaging rules for Nicotine Pouches.¹ Their advertising is also prohibited. However, Greatest shows that a brand can still establish itself under these conditions – without the usual marketing measures and with a product that deliberately does not follow trends. According to the brand, it is now also expanding into Portugal and Spain. The “Cold Dry” technology stands for a neutral, refreshing flavour profile that, unlike the many sweet flavours on the market, is intended to be accessible to a broad audience.

Greatest also takes its own approach when it comes to strength: it is scaled via the pouch weight rather than ever-higher concentrations. From the company’s perspective, this is a matter of responsibility: a product can be strong without pushing the concentration into a range that can no longer be justified.

Greatest is pursuing a clear growth path for the future: entry into a new market is planned for the coming year. How quickly further steps can be implemented also depends on the EU. A revised Tobacco Products Directive, which is set to cover Nicotine Pouches uniformly for the first time, is not expected before 2027 to 2028 at the earliest. Söderling would like to see taxation that recognizes Nicotine Pouches as an independent category and is fair to both companies and consumers.

“Even release, long-lasting flavor, and a dry pouch experience: that’s the idea behind ‘Cold Dry’. Try Greatest Snus and see the ‘Cold Dry’ technology for yourself.”

Dazu passende Produkte 6 Produkte

01 Greatest Cold Dry Extra Strong 16.6 mg/g · 11,6 mg/Pouch €3,99 02 Greatest Cold Dry Lemonade 16.6 mg/g · 9,96 mg/Pouch €3,99 03 Greatest Cold Dry XL 16.6 mg/g · 13,3 mg/Pouch €3,99 04 Greatest Cold Dry Easy 8 mg/g · 4 mg/Pouch €3,99 05 Greatest Cold Dry Arctic 16.6 mg/g · 9,96 mg/Pouch €3,99

Editor’s note: What does the future hold for nicotine pouches in the EU? At InterTabac 2026, the European Nicotine Pouches Alliance (ENPA) provided an outlook on this issue. he European Commission is planning a minimum tax amounting to at least 50 per cent of the retail price, which is set to come into effect in 2032. Sweden and the ENPA oppose this rate. France and Australia have already banned nicotine pouches, while the United Kingdom is opting for strict regulations rather than a ban. The Commission’s proposal to revise the Tobacco Products Directive is expected in Q4 of 2026. You can find all the details in the article.