XQS

Name

XQS

Legal name

Insurgent Ventures II A/S

Website

https://xqs.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Smokeless Nicotine Pouches

NAICS

Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991), Tobacco Product and Electronic Cigarette Merchant Wholesalers (424940)

SIC

Tobacco Products (2100)

akta.pro primary industry

Nicotine Pouches (Tobacco-Free) Manufacturing & Brands (CRADAJAI)

akta.pro secondary industries

Online Tobacco & Nicotine Retail (Delivery/Click & Collect) (CRANADAI), Nicotine Pouch Retail (CRANADAD)

Keywords

• Nicotine pouches
• Tobacco-free snus
• Smokeless nicotine
• Oral nicotine products
• Nicotine alternatives

Headquarters

HQ city

Borlänge

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Online sales through country-specific websites (UK, Poland, Switzerland) with multiple pack sizes (1-pack, 5-pack, 10-pack, 30-pack). Subscription model available for recurring orders. Revenue generated from product sales at varying price points based on quantity tiers.
2. Retail/Distribution Sales: Sales through third-party retailers including selected UK retailers, kiosks, gas stations, and specialty retailers like snushus.eu (Switzerland).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

XQS develops, brands, and sells tobacco-free nicotine pouches and tobacco-free snus in slim, all-white pouch format designed to sit discreetly under the upper lip. The product range spans multiple flavor categories (Minty, Fruity, Fresh) and nicotine strengths (4MG to 12MG+), sold primarily direct-to-consumer through country-specific websites in Sweden, Denmark, the UK, Poland, and Switzerland, with additional retail distribution and subscription/loyalty services.

Product overview

XQS is a nicotine pouch company offering tobacco-free nicotine products in pouch format. The product portfolio consists of the core XQS Nicotine Pouches and Tobacco-Free Snus product lines, supplemented by various flavor variants (mint, fruity, fresh categories) and bundled offerings. The company operates multiple regional websites (Sweden, Denmark, UK, Poland, Switzerland) and offers e-commerce services including subscription delivery, loyalty programs, and bundled product packs. The products come in nicotine strengths ranging from 4 MG to 12+ MG and are sold primarily through direct-to-consumer online channels, with some retail availability. The brand was founded in Sweden in 2005 and is now part of the Scandinavian Tobacco Group.

Differentiator

Problem solved

Functional benefit

Brands

• XQS Frös: Mint-flavored nicotine pouch line with icy sensations
• XQS Mint Bundle
• XQS Flavour Bundle

Products and services

• XQS Nicotine Pouches Tobacco-free nicotine pouches in slim, all-white format designed to sit discreetly under the upper lip, delivering nicotine without smoke, ash, or tobacco. Available in flavors including Arctic Freeze (11MG), Blueberry Mint (8MG), Tropical (4MG/8MG), BerryNana Twist (8MG), Black Cherry (8MG), Citrus Cooling (8MG), Strawberry Kiwi (8MG), Raspberry Blackcurrant (8MG), Cola Lime (8MG), Fizzy Peach (8MG), and Frost Bite (12MG), targeted at adult nicotine users aged 18+.
• XQS Frös Line Mint-based product line featuring bold, icy sensations for adult consumers seeking refreshing nicotine pouch experiences. Includes Double Mint, Frost Bite, Crisp Ice, and Tropical variants.
• 4-Pack Mint Bundle Bundle of 4 mint-flavored cans featuring Arctic Freeze 11MG, Crisp Ice 12MG, Frost Bite 12MG, Double Mint 12MG, and Spearmint 9MG variants, sold at promotional bundle pricing for adult nicotine users.
• Mint Bundle (5-pack) 5-pack bundle of mint-flavored XQS nicotine pouches at £15.00 (£3.00 per unit), including Arctic Freeze 11MG, Crisp Ice 12MG, Frost Bite 12MG, Double Mint 12MG, and Spearmint 9MG variants.
• Flavour Bundle Customizable 4-pack bundle letting customers select their preferred XQS flavors, priced at 4 cans for £12, for adult nicotine users seeking product discovery and cross-purchase.
• XQS Subscription Service Recurring delivery service allowing adult customers to subscribe to preferred XQS products with automatic billing and customizable delivery frequency (every 2 weeks, monthly, or every 2 months). Minimum 5 cans per subscription.
• XQS Loyalty Program Points-based loyalty program (XQS Points) where customers earn approximately 1.13 bonus points per £1 spent, plus birthday and review bonuses. Points are redeemable for discounts on future orders (10 points worth £0.89) and expire 365 days after earning.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Scandinavian Tobacco Group (STG)coreOthersXQS is part of the Scandinavian Tobacco Group, which provides corporate ownership and strategic direction. The group encompasses multiple tobacco and nicotine companies across Scandinavian markets.
• snushus.euminorChannel Partner/ Reseller/ DistributorSwiss specialty online retailer selling XQS nicotine pouches. Products redirect to snushus.eu for purchase on the Swiss market.
• Bruno Tassi sp. z o.o.coreChannel Partner/ Reseller/ DistributorPolish operator and retailer of XQS products through xqs.com/pl. Based in Warsaw, handles Polish market distribution, customer service, and compliance with Polish regulations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zyn: Zyn is the category-leading tobacco-free nicotine pouch brand, owned by Swedish Match (now Philip Morris International). It competes directly with XQS in the same tobacco-free pouch format, flavor/strength SKU structure, and adult nicotine consumer segment across European and global markets.
• Velo: Velo is British American Tobacco's tobacco-free nicotine pouch brand, offering a comparable all-white pouch format with multiple flavors and strengths. It is a direct competitor in XQS's UK, Polish and broader European markets.
• Nordic Spirit: Nordic Spirit is Japan Tobacco International's tobacco-free nicotine pouch brand. It targets the same adult nicotine user segment with a similar flavor-and-strength SKU matrix and DTC-plus-retail distribution model across European markets.
• Lyft: Lyft is Imperial Brands' modern oral nicotine brand, offering tobacco-free pouches in comparable flavor and strength ranges. It competes with XQS in Sweden, the UK and other European markets via both retail and e-commerce channels.
• Skruf Snus: Skruf is a Swedish premium snus and nicotine pouch brand owned by Imperial Brands. It overlaps with XQS in the Scandinavian tobacco-free pouch category, including flavor profiles and strengths aimed at the same adult nicotine user base.
• ACE (Ministry of Snus): ACE is a tobacco-free nicotine pouch brand by Ministry of Snus (Haypp Group). It is a direct competitor in the European pouch category with similar flavor and strength SKU structure, distributed through both DTC and retail.

Emerging players

• Klint Snus: Klint is a newer Swedish nicotine pouch brand focusing on tobacco-free formats. It competes with XQS particularly in the Swedish home market on flavor variety and trendy branding targeting adult nicotine users.
• Loop Snus: Loop is a Swedish tobacco-free nicotine pouch brand positioned on sustainability (plant-based packaging and renewable materials). It overlaps with XQS in flavor/strength assortment and target demographic but competes on an environmental differentiator.
• SnusMe: SnusMe is an online-first retailer and emerging brand specializing in tobacco-free nicotine pouches across multiple European markets. It is comparable as a smaller, DTC-led competitor in the same category and customer segment as XQS.

Regional players

• Northerner: Northerner (Haypp Group) is a Northern European online retailer specializing in snus and nicotine pouches. It is comparable as a regional e-commerce channel that lists XQS-adjacent brands and serves the same adult nicotine user base, primarily in Scandinavia.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@xqs_uk
• Facebookfacebook.com/xqsukpouches
• Instagraminstagram.com/xqs_uk
• LinkedInlinkedin.com/company/xqs-international-ab

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about XQS