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Shiro

Shiro Latest Products

Explore an array of premium vaping products meticulously curated by Shiro, a renowned name in the industry. With a commitment to innovation and quality, Shiro offers a diverse range of devices and accessories tailored to elevate your vaping journey.

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shiro nicotine pouches in full view
Released: Jun 2019
Shiro Nicotine Pouches
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Shiro: A Danish-Origin All-White Nicotine Pouch Brand under Philip Morris

Shiro began as a pioneering all-white nicotine pouch launched by AG Snus, a Danish subsidiary of Assens Tobaksfabrik founded in 1864. AG Snus, recognized for its tobacco and snus production, was the first to develop this tobacco-free pouch format, utilizing existing manufacturing infrastructure to enter the nicotine pouch market. Corporate operations were handled alongside traditional snus lines, including R&D, production, and distribution through European tobacco and vape retailers.

In May 2021, Philip Morris International (PMI) acquired AG Snus for $28 million to advance its “smoke-free future” strategy. PMI took over Shiro’s production under its Swedish manufacturing arm, relaunched the brand with new packaging and formulations in early 2022, but later announced plans to discontinue Shiro in mid-2023. Though short-lived, Shiro represented PMI’s initial move into tobacco-free nicotine pouches and integrated quickly into its corporate structure, inheriting AG Snus’s facilities, logistics, and compliance systems, before being phased out in favor of other pouch brands within PMI’s portfolio. 

  • Launched by AG Snus (Assens Tobaksfabrik subsidiary), leveraging traditional snus manufacturing
  • Acquired by PMI in 2021 to support its smoke-free strategy
  • Relaunched with new R&D and packaging by PMI’s Swedish production arm in 2022
  • Discontinued mid-2023 as PMI restructured its nicotine pouch portfolio

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Released: Jun 2019
shiro nicotine pouches in full viewShiro Nicotine Pouches

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