What HAYPP does

HAYPP is a European direct-to-consumer e-commerce platform specializing in tobacco-free nicotine pouches, nicotine-free alternatives, and vapes, serving adult consumers seeking smoke-free nicotine products. Founded in 2009 and headquartered in Österhaninge, Sweden, HAYPP is the operating brand of Haypp Group, which is publicly listed on Nasdaq First North Growth Market under the ticker HAYPP. The company runs regional storefronts (haypp.com/se, /uk, /de, /at, plus Swiss and Norwegian entities) serving Sweden, the UK, Germany, Austria, Switzerland, and Norway, fulfilling orders from local warehouses for fast country-specific delivery. The group operates through multiple wholly-owned subsidiaries and DBA brands including Snusbolaget, Snusnetto.com, Northerner.com, VapeGlobe, Snusmarkt.ch, Snus.com, and Snushjem.no, with the Swedish entity Snusbolaget Europa AB (org. nr. 559466-7122) acting as the primary contracting entity for most markets.

The platform's catalog spans more than 900 SKUs from leading nicotine pouch brands (ZYN, VELO, White Fox, skruf Superwhite, Nordic Spirit, KLINT, FUMi, XQS, LOOP) plus vaping devices, nicotine-free pouches, and caffeine pouches, segmented by a proprietary strength taxonomy (Low through Ultra Strong) to enable cross-brand comparison. Two proprietary platforms are central to the technical stack: Nicoleaks, an independent laboratory testing program publishing nicotine content, pH, and ingredient analysis on hundreds of SKUs, and Nicopedia, an educational content hub covering product guides, harm-reduction context, and market intelligence. The site integrates standard e-commerce infrastructure including Google Analytics, Trusted Shops reviews, Klarna/Visa/Mastercard checkout, and DHL/UPS shipping, with age verification (BankID, QR-code locker checks, biometric ID matching) enforced at purchase and delivery to address regulatory and reputational risk.

HAYPP's revenue model is built on direct e-commerce unit sales (single cans to 120-pack bulk configurations at price points from approximately €0.99 to €6.89 per can depending on brand and tier) supplemented by subscription plans for automatic recurring delivery. The go-to-market motion is digital-first: SEO, the Nicopedia content engine, email newsletters, paid social (including a joint-controller arrangement with Meta), and event sponsorships such as the PDC World Matchplay darts tournament in Blackpool (July 2026) targeting UK adult audiences. The company reports more than one million customers worldwide with Trustpilot scores of 4.7 (UK) and 4.8 (Sweden), and has announced the closure of its Austrian storefront effective June 30, 2026, signaling portfolio rationalization in parallel with continued UK and Scandinavian investment.

Name

HAYPP

Legal name

Snusbolaget Europa AB

Website

https://haypp.com

Company type

Public

Founded year

2009

Operating status

Operating

Short description

HAYPP is a European direct-to-consumer e-commerce platform selling tobacco-free nicotine pouches and nicotine-free alternatives to adult consumers across Sweden, the UK, Germany, Austria, Switzerland, and Norway via owned regional storefronts and local-warehouse fulfillment.

Ownership category

akta.pro rank

Product category

Online Nicotine Pouch Retail

akta.pro primary industry

Alcohol, Tobacco & Cannabis Inventory-led Online Retailers (CRAFADAO)

akta.pro secondary industry

Nicotine Pouch Retail (CRANADAD)

Keywords

• Nicotine pouches online
• Tobacco-free snus retail
• Smoke-free nicotine products
• Online vape shop
• Nicotine alternative e-commerce

Headquarters

HQ city

Österhaninge (Haninge)

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct E-commerce Sales: HAYPP generates revenue through direct online sales of nicotine pouches, nicotine-free pouches, caffeine pouches, and vape products to consumers in Sweden, UK, Germany, and Austria. Products are sold at competitive prices with fast delivery from local warehouses.
2. Subscription Services: Customers can subscribe for automatic regular deliveries of products, providing recurring revenue. Subscription options are available for nicotine pouches and vapes.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

HAYPP operates a direct-to-consumer e-commerce platform that sells tobacco-free nicotine pouches (white snus), nicotine-free pouches, caffeine pouches, and vape products to adult consumers across Sweden, the UK, Germany, and Austria. The company stocks over 900 products from brands including ZYN, VELO, White Fox, skruf Superwhite, Nordic Spirit, KLINT, FUMi, XQS, and LOOP, fulfilling orders from local warehouses with fast delivery and offering subscription-based recurring deliveries.

Product overview

Haypp is an e-commerce platform and online retailer for tobacco-free nicotine products, operating regional storefronts for Sweden (haypp.com/se), Germany (haypp.com/de), Austria (haypp.com/at), and the United Kingdom (haypp.com/uk). The core product portfolio consists of nicotine pouches (tobacco-free snus) — the primary offering across all markets — supplemented by vapes (disposable, rechargeable, pods, and starter kits) primarily in Sweden and the UK, and nicotine-free pouch alternatives. Haypp stocks over 900 products from brands including ZYN, VELO, White Fox, skruf Superwhite, Nordic Spirit, KLINT, FUMi, XQS, and LOOP. The platform offers subscription-based recurring delivery, a Pick & Mix bundling option, and transparent product testing via its Nicoleaks platform. A consumer knowledge platform called Nicopedia provides guides and market insights. Age verification using BankID and digital identification is integrated at purchase and delivery. The company ships from warehouses in Sweden, serving Sweden and the UK as primary delivery countries.

Differentiator

Problem solved

Functional benefit

Brands

• Nicopedia: Blog and knowledge section providing guides, facts about nicotine, expert insights, and answers to frequently asked questions about nicotine products.
• Nicoleaks

Products and services

• Nicotine Pouches Tobacco-free nicotine pouches (white snus) sold across multiple standardized strength levels (Low through Ultra Strong) and flavor categories including mint, citrus, berry, fruit, and coffee. This is the primary product category sold across all Haypp markets.
• Vapes Vaping products including disposable vapes, rechargeable vape devices, vape pods, and vape starter kits in multiple flavors and nicotine strengths. Primarily offered on the Swedish and UK platforms.
• Nicotine-Free Pouches Pouches containing no nicotine, offered as an alternative for users who want the tactile experience of a pouch without nicotine content. Also includes caffeine pouches as a related sub-category.
• Nicotine Pouch Subscription An automatic delivery subscription service allowing customers to receive nicotine pouches on a recurring schedule. Available on the UK platform under Nicotine Pouch Subscriptions.
• Pick & Mix / Mixpack A product bundling option allowing customers to mix and match different nicotine pouch varieties (e.g., 10-pack or 20-pack configurations) and flavors in a single order.
• ZYN Nicotine Pouches A leading nicotine pouch brand available on Haypp across multiple markets, known for a wide range of flavors and strengths. Available in formats including mini and slim.
• VELO Nicotine Pouches A leading Swedish nicotine pouch brand specializing in tobacco-free pouches containing nicotine, flavors, and plant-based fibers on a gum base. Offered in a broad variety of flavors and strengths.
• White Fox Nicotine Pouches A nicotine pouch brand offering extra-strong mint pouches that are tobacco-free. Available on the Swedish and German platforms.
• Nordic Spirit Nicotine Pouches A nicotine pouch brand available on the UK platform, offering tobacco-free pouches in various flavors and strengths.

Quantifiable outcome

• Over 1 million customers worldwide trust HAYPP for their nicotine product purchases
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Snusbolaget Norden ABcoreOthersParent/sister company within the Haypp Group corporate structure. Snusbolaget Norden AB shares responsibility with other group companies for processing customer data and joint communications and offers across channels.
• Meta Platforms (Facebook/Instagram)supportingGTM or Marketing PartnerSocial media and marketing partnership for communicating with customers and delivering targeted advertising. HAYPP shares data with Meta for advertising purposes under a joint controller arrangement.
• World Darts Corporation (PDC)supportingGTM or Marketing PartnerMarketing partnership for World Matchplay tournament sponsorship in Blackpool, UK (July 2026) to build brand awareness among adult audiences in the UK market.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Altria Group: U.S. tobacco major with investments in on! nicotine pouches and NGP categories. While primarily U.S.-focused, Altria's strategic moves shape the global nicotine-pouch competitive landscape Haypp operates in.
• Philip Morris International: Owns ZYN (via Swedish Match), the dominant nicotine-pouch brand sold on Haypp. While PMI sells through retail rather than competing as a pure DTC operator, it sets category economics and could launch its own direct channel that competes with Haypp.
• British American Tobacco: Owns the VELO nicotine-pouch brand, a flagship SKU on Haypp's storefronts. BAT's own DTC and retail partnerships influence category pricing and distribution that Haypp must compete within.
• Swedish Match: Heritage snus manufacturer now owned by Philip Morris International, producing leading brands (General, ZYN, etc.) that anchor Haypp's catalog. Sets traditional snus benchmarks in Haypp's home Swedish market.
• Imperial Brands: Global tobacco company with growing next-generation product (NGP) ambitions including nicotine pouches. Represents both a potential supplier and a competitive threat to Haypp's marketplace position.

Direct peers

• Nicokicks: European online retailer specializing in tobacco-free nicotine pouches, overlapping with Haypp's core offering across multiple EU markets.
• SnusDirect: One of Europe's largest online snus and tobacco-free nicotine pouch retailers, with multi-country fulfillment and a comparable catalog model. Direct head-to-head competitor in Germany, Sweden, and broader EU.
• Snus24: Germany-focused online retailer of snus and nicotine pouches competing directly with Haypp.de on assortment, pricing, and local fulfillment in the German market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

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 HAYPP