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Ettan’s original recipe, with a rich blend of tobacco, salt and water, is a well-preserved secret from 1822. It was first developed and refined by Jacob Fredrik Ljunglöf, then improved and packaged for the mass market by his son Knut Ljunglöf, while always maintaining the highest possible q...
Ettan’s original recipe, with a rich blend of tobacco, salt and water, is a well-preserved secret from 1822. It was first developed and refined by Jacob Fredrik Ljunglöf, then improved and packaged for the mass market by his son Knut Ljunglöf, while always maintaining the highest possible quality standards.
Knut Ljunglöf had a gift. He could tell the quality and moisture content of snus just by sniffing it. Every morning a silver tray with fresh snus from production was placed on his desk. He would then take a sample of the freshly made snus to his nose and sniff. If he nodded approvingly, the snus could be packaged and sold. If he was not satisfied, the entire batch was thrown away. Throughout the world, Knut Ljunglöf was known as the ‘King of Snus.’
The story of Ettan didn’t start with Knut Ljunglöf. It started in Stockholm, as early as 1811, with Knut’s father, Jacob Fredrik Ljunglöf – the creator of the original Ettan and the person credited as the ‘inventor of modern swedish snus.’
At just fourteen years old, he started in the tobacco industry, working in the oldest and most respected tobacco factory in Sweden. It didn’t take long for the factory manager to notice that the boy had something special. Always the first to come and the last to leave, he was filled with ideas on how to improve production. His ambition paid off when, at the age of 24, Jacob Fredrik Ljunglöf took over managing the factory.
That same year, Jacob Fredrik Ljunglöf started to produce snus under his own name. But he wasn’t satisfied with the taste and was frustrated by the slow production process. At that time, snus was fermented for up to six months. As the smart businessman he had become, Jacob Fredrik Ljunglöf knew that time was money, and he knew he didn’t have the time, money or space to store snus that long. With that in mind, he was convinced that only by keeping the tobacco as fresh as possible could he produce what he considered the ultimate snus experience.
Snus had always been fermented and Jacob Fredrik Ljunglöf’s vision to create a fresh snus was dismissed by most of his contemporaries. Luckily he knew someone who would be up for the challenge. He contacted his friend Jacob Berzelius, an internationally authoritative chemist and scientist, who was driven by the belief that nothing was impossible. Together, Ljunglöf and Berzelius developed a new method for producing snus with tobacco, salt, water and potash. The result was a fresh snus with the pure flavor of tobacco – much like today’s classic Swedish snus. Rather than taking months, this fresh snus took only one week to produce. Jacob Fredrik Ljunglöf kept this new production process secret and only wrote the formula down using his own special code.
Jacob Fredrik Ljunglöf launched his number one as a separate, nationwide brand, Ettan, in 1822. Nearly all the Swedish snus manufacturers in the 1800s arranged their product assortment according to quality designations, such as No. 1, No. 2 and No. 3. Ljunglöfs Ettan was the first manufacturer to successfully launch a nationwide quality brand product.
While it was Jacob Fredrik Ljunglöf who created the recipe and brand Ettan, it was his son, Knut, who became known as the King of Snus. Knut Ljunglöf grew up surrounded by snus and seemed to inherit his father’s passion for it.
The father laid the foundation for the product and brand, but the son brought them to perfection. One of his notable sayings was ‘Don’t raise the price, just raise the quality’.
Knut Ljunglöf took over Ettan in 1860 and soon became one of the most successful Swedish businessmen of his time. He was known for his strictness, his big nose, and his sharp sense of smell for fresh snus. When asked about the secret behind the success enjoyed by Ettan, he was known to point at his nose exclaiming: ‘This here is my secret’.
High quality was the essence of life for Knut Ljunglöf. He ate only the best foods, wore hand-made clothes from exclusive materials, and lived in an impeccable home. He surrounded himself with perfection. And he was strict about maintaining the quality of Ettan. He would sniff the new snus batch every morning and often went to the fields where the tobacco was grown to ensure soil quality and that the curing barns maintained optimal moisture and temperature.
For a long time, he refused to export Ettan because he felt he couldn’t guarantee that the product would keep its freshness and highest quality when delivered. However, he did make one exception and exported one delivery of fresh snus to Pope Leo XIII in Rome. Rumor has it that Ettan became the pope’s favorite snus brand.
Led by Knut Ljunglöf, the popularity of Ettan continued to grow, until it was the second most sold snus in Sweden, and he was known as one of the richest people in the country. However, his reign ended in 1915 when the Swedish State formed the newly organized AB Svenska Tobaksmonopolet and took over the hundred snus brands on the market at the time.
Although Knut Ljunglöf resisted the take over for a long time, he finally accepted the proposed takeover on the condition that his son, Robert, was appointed to the Board of Directors – in an effort to ensure that the quality of Ettan would be preserved.
Today, the original Ettan lös is part of a larger product family. Ettan Original Portion was launched in 1990, and Ettan White Portion in 2006 – continuing to improve the quality of the Ettan brand and maintain its status as an innovator in the tobacco industry.
Buy Swedish snus Ettan Portion (pouches) and you'll get a dark and smoky tobacco taste with distinct notes of smoke and malt, along with hints of dark chocolate. Original-pouch with moderate volume. Surface moistened for fast flavor release and full bodied character.
Buy Swedish snus Ettan white portion (white pouches) you'll get a dark and smoky tobacco taste with distinct notes of smoke and malt, along with hints of dark chocolate. White-pouch, dry on the surface for less drip. The pouch contains a moist snus which provides a prolonged flavor release. The pouches are arranged in a formation that Swedish Match calls...