What is FUMi? Our Complete Guide

FUMi Nicotine Pouches, the bold Swedish brand from The Snus Brothers, has redefined nicotine pouches with its signature salty flavours. Unlike the fruity or minty options dominating the market, FUMi offers a savoury twist that has quickly won over enthusiasts across Europe and beyond. The brand has become one of our best-sellers and the customer feedback has been incredible.

Why Choose FUMi Nicotine Pouches?

FUMi pouches are known for their smooth, light mouthfeel and carefully crafted flavour profiles. Their unique savoury blends create a lasting, satisfying experience, setting them apart from conventional pouch brands. Customers have praised their intense flavours and long lasting power. For a full break down of all the flavours and reviews from our expert pouch testers, read out full FUMi nicotine pouch review.

What Makes FUMi Unique?

You simply cannot deny FUMi's uniqueness, what other brand on the market creates flavours like Salty Raspberry, Zingy Ginger and Prickly Pear? The brand’s salty flavour focus, commitment to premium ingredients, and strict quality control ensure consistency and excellence in every pouch. With a range of strengths from 4mg-11mg, FUMi caters to both beginners and seasoned users, making it a truly versatile choice.

FUMi was founded by The Snus Brothers in Sweden, a creative duo known for challenging conventions in the world of modern nicotine products. With long-standing roots in traditional Scandinavian snus culture, they recognised a gap in the rapidly growing nicotine pouch market, one dominated by predictable mint and fruit flavours. Their goal was simple yet bold: to create something that truly stood out.

Inspired by genuine Nordic taste traditions, they began crafting pouches built around salty, savoury, and earthy flavour notes, bringing an entirely new sensory dimension to tobacco-free snus. This approach set FUMi apart from the start. Instead of following trends, the founders focused on flavour authenticity, clean profiles, and a smooth, reliable release that appealed to adults seeking something more refined.

Since its debut, FUMi has grown from a small Scandinavian experiment into a brand recognised across Europe for its originality, craftsmanship, and fearless flavour innovation. Its success continues to be driven by the same philosophy that sparked its creation: respect tradition, reimagine flavour, and always push boundaries.

1. Choose the Right Strength

Finding the right strength is the first step to a satisfying pouch experience. Choosing a pouch that is too weak may have little effect, and choosing one that is too strong can be overwhelming and unpleasant.

Nicotine pouches are used by smokers and non-smokers alike. Here’s a quick guide in case you are unsure of what strength to get:

2. Open the Can

To open your FUMi can, simply twist the lid counterclockwise until it pops open. Many FUMi cans also feature a smart lid compartment where you can stash used pouches until you’re ready to dispose of them.

3. Place the Pouch Under Your Lip

Take one FUMi pouch and gently place it under your upper lip. This spot is discreet and comfortable for most users. Some users prefer to place it under their bottom lip. The pouch will rest naturally between your gum and lip.

You may feel a slight tingling sensation; this is completely normal and means the nicotine is starting to activate.

4. Feel the Effects

Once the pouch is in place, it usually takes a couple of minutes before you start feeling the effects. The tingling generally lasts 5–10 minutes, while the nicotine release can continue for up to 30–45 minutes.

⚠️ Important: Don’t chew or suck on the pouch. Just let it sit comfortably and do its job.

5. Dispose of Your Pouch Properly

When you’re finished, remove the pouch and throw it in the general waste bin, or keep it in the FUMi can’s lid compartment until you can dispose of it responsibly.

Never flush pouches down the toilet and please don’t litter.

Many adults choose nicotine pouches as part of their effort to quit smoking, as these tobacco-free snus products offer an alternative that doesn’t stress the lungs while still delivering nicotine. Each pouch provides a smooth, long-lasting release through the gums, making it easy to use throughout the day.

With its savory, Nordic-inspired flavours, FUMi fits naturally into your routine and offers a cleaner, more convenient way to enjoy nicotine.

Compared to Other Nicotine Products

• Cigarettes: Fast effect, high health risk, strong smell
• Vapes: Quick effect, lower risk, mild vapour and smell
• Other Pouches: Smooth effect, mostly fruity or minty flavours
• FUMI Pouches: Smooth effect, no smell, unique salty & savoury taste

Wet Formula

FUMi's pouches all have a wet formular. Our team has highlighted their moist, non-woven, and extra-soft pouch material, created with comfort in mind. This design ensures the fastest release of nicotine and flavour, while still keeping drip to a minimum.

Why Choose Slim & Wet?

FUMi’s slim and wet format offers the best of both worlds:

• Slim = discreet & comfortable – Sits naturally under the lip, perfect for subtle use.
• Wet = faster flavour & nicotine release – Satisfaction kicks in quicker without sacrificing duration.
• Extra-soft material = less irritation – Gentle against the gums, even with extended use.

Compared to dry pouches, which can feel rougher and release flavour more slowly, FUMi’s slim wet format provides a smoother, faster, and more enjoyable pouch experience overall.