Seeing LOOP's bold flavors but have no idea where they come from? The brand's background can seem mysterious, making it hard to know the story behind what you're buying.
LOOP nicotine pouches are made in Sweden by a company called Another Snus Factory.1 While this company is set to be acquired by KT&G and Altria, its manufacturing and brand identity remain firmly rooted in Swedish innovation.
From my perspective as a factory owner, I've had my eye on LOOP for a while. They emerged from Sweden and approached the market in a fresh way. They didn't lean on a century of history. Instead, they focused on powerful branding, unique flavors, and high-quality Swedish production. This successful combination is exactly why they are now attracting the attention of global industry giants. Their story is a perfect modern case study. Let’s dive into who is really behind these innovative pouches.
Who owns LOOP nicotine pouches?
LOOP feels like a cool independent brand, but it's part of a major upcoming deal. This can make it confusing to understand who is, or will be, in charge of the company.
LOOP is owned by its founder, Another Snus Factory (ASF). However, in late 2025, KT&G and Altria announced a planned acquisition of ASF, which is expected to be finalized in 2026.2
As someone in the manufacturing business, I followed this news closely. LOOP was created and launched by a dynamic Swedish company, Another Snus Factory, in 2019.3 They started as an independent innovator. Their success clearly got noticed.4 On September 23, 2025, a major move was announced: South Korean company KT&G and American company Altria signed a memorandum to acquire ASF.5 The deal is set to close in 2026, with KT&G holding a 51% stake and Altria 49%. This means LOOP is transforming from a niche Swedish brand into a player with serious global backing. The innovative spirit comes from ASF, but soon the financial and distribution power will come from these two giants.
The Future Ownership Chain of LOOP
| Company | Role | Stake (Post-Acquisition) |
|---|---|---|
| Another Snus Factory (ASF) | The original founder and manufacturer, driving product innovation. | N/A |
| KT&G | The new majority owner, leading the acquisition. | 51% |
| Altria | The new minority owner, focused on global strategy. | 49% |
Who makes LOOP nicotine pouches?
You know about the ownership, but who is physically in the factory making the pouches? Knowing the manufacturer tells you a lot about the product's quality and style.
LOOP nicotine pouches are made by their original creators, Another Snus Factory (ASF), in their modern facility in Stockholm, Sweden.6 They continue to handle the entire process from development to production.
This is what makes LOOP stand out. Unlike some brands that outsource their production, LOOP pouches are still made by the very people who invented them. Another Snus Factory was established in Stockholm with the clear mission to innovate in the nicotine pouch market. I really respect this model. They built their brand on creating something entirely new, not just making another version of traditional Swedish snus. Their factory is designed for producing modern, tobacco-free pouches.7 They control everything: the development of unique flavors like Jalapeño Lime, the use of plant-based fibers, and their proprietary "Instant Rush" technology for quick nicotine delivery8. So when you buy LOOP, you are getting a product made directly by the innovators, ensuring the quality is exactly as they intended.
Are LOOP nicotine pouches made in the USA?
With LOOP becoming more popular in America, you might think they have a US factory. It's a fair question, especially with the news of Altria's upcoming stake in the company.
No, LOOP nicotine pouches are not made in the USA.9 They are exclusively manufactured by Another Snus Factory in their facility located in Stockholm, Sweden. The pouches are imported for sale in American and other international markets.
This detail is a core part of their brand identity. Even with the planned involvement of a major US company like Altria, production remains firmly in Sweden. As a manufacturer myself, I can tell you this is a very deliberate choice. The "Made in Sweden" label carries significant weight in the nicotine pouch industry. It signals high quality, a deep heritage in oral nicotine products, and strict manufacturing standards.10 For a brand that built its entire reputation on innovation and premium quality, moving production could risk altering the very product that customers have come to love. Therefore, the plan is to keep production in Sweden and use the new partnership's power to distribute these Swedish-made pouches to a wider global audience.11
Conclusion
LOOP nicotine pouches are made in Sweden by their creator, Another Snus Factory. This company will soon have global backing from KT&G and Altria, but its quality Swedish production remains unchanged.
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"Nicotine pouch - Wikipedia", https://en.wikipedia.org/wiki/Nicotine_pouch. A source describing Another Snus Factory’s headquarters and production facilities in Sweden confirms the claim that LOOP nicotine pouches are manufactured there. Evidence role: general_support; source type: encyclopedia. Supports: That LOOP nicotine pouches are made in Sweden by Another Snus Factory.. Scope note: The source may identify headquarters location but may not disclose complete manufacturing logistics. ↩
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"Altria Enters Memorandum of Understanding With KT&G to Pursue ...", https://investor.altria.com/press-releases/news-details/2025/Altria-Enters-Memorandum-of-Understanding-With-KTG-to-Pursue-Long-term-Adjacent-Growth/default.aspx. A news or corporate press release from KT&G or Altria can confirm the memorandum of understanding to acquire Another Snus Factory. Evidence role: historical_context; source type: institution. Supports: That KT&G and Altria announced plans to acquire Another Snus Factory (ASF) in late 2025.. Scope note: Until completion, reporting only shows planned acquisition, not final ownership. ↩
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"Another Snus Factory AB Snus & Nicotine Pouches | Order Online", https://snusdaddy.com/another_snus_factory_ab?srsltid=AfmBOoqBNzRrAUfjpwkdFcKBBqZ53F5HFe8r_xSa1jEPD73wgNSpbvJz. Corporate or media sources confirming the founding year of Another Snus Factory and the initial launch of LOOP brand support this timeline. Evidence role: historical_context; source type: encyclopedia. Supports: That LOOP was created and launched by Another Snus Factory in 2019.. Scope note: Public registration may list founding year but not product launch month. ↩
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"Heated tobacco products: another tobacco industry global ...", https://pmc.ncbi.nlm.nih.gov/articles/PMC6202178/. Market reports on LOOP’s growth and brand awareness show how its success drew attention from major companies. Evidence role: statistic; source type: research. Supports: That LOOP’s market performance has attracted interest from global tobacco firms.. Scope note: Success metrics may not directly measure attention from acquirers. ↩
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"Altria Enters Memorandum of Understanding With KT&G to Pursue ...", https://investor.altria.com/press-releases/news-details/2025/Altria-Enters-Memorandum-of-Understanding-With-KTG-to-Pursue-Long-term-Adjacent-Growth/default.aspx. Corporate filings or reliable business press confirm the signing of a memorandum between KT&G and Altria to acquire Another Snus Factory. Evidence role: historical_context; source type: institution. Supports: That KT&G and Altria signed a memorandum of understanding to acquire ASF.. Scope note: Details could change or differ from preliminary announcements. ↩
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"Swedish Match - Wikipedia", https://en.wikipedia.org/wiki/Swedish_Match. Descriptions of Another Snus Factory’s manufacturing operations in Stockholm verify ongoing production in Sweden. Evidence role: general_support; source type: research. Supports: That LOOP nicotine pouches continue to be produced in Stockholm by Another Snus Factory.. Scope note: Sources may confirm location but not full control over every step of production. ↩
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"The Snus Factory: Innovations In Tobacco Free Nicotine Delivery ...", https://rnojournal.binghamton.edu/plugins/generic/pdfJsViewer/pdf.js/web/viewer.html?file=%2Findex.php%2Findex%2Flogin%2FsignOut%3Fsource%3D%2Esolalal.com%2Fketo2%2F&id=sa8igjeybbH. Technical or product documentation about Another Snus Factory’s production line would confirm tobacco-free pouch manufacturing capabilities. Evidence role: mechanism; source type: paper. Supports: That Another Snus Factory produces tobacco-free nicotine pouches.. Scope note: Technical sources may describe production type but not design details. ↩
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"Import Alert 98-06 - accessdata.fda.gov", https://www.accessdata.fda.gov/cms_ia/importalert_1163.html. A product description from the manufacturer or patent database can provide evidence of the ‘Instant Rush’ technology and its intended effect. Evidence role: mechanism; source type: other. Supports: That LOOP uses a branded ‘Instant Rush’ delivery technology for its pouches.. Scope note: May explain marketing terminology but not verified performance data. ↩
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"Import Alert 98-06 - accessdata.fda.gov", https://www.accessdata.fda.gov/cms_ia/importalert_1163.html. Import records or corporate product information verifying exclusive Swedish manufacture support this claim. Evidence role: definition; source type: institution. Supports: That LOOP nicotine pouches are manufactured only in Sweden, not in the USA.. Scope note: Global distribution data might not detail every packaging stage. ↩
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"Swedish snus and the GothiaTek® standard - PMC", https://pmc.ncbi.nlm.nih.gov/articles/PMC3119032/. Regulatory information from the Swedish Food Agency explains standards for nicotine pouch production and ingredients. Evidence role: expert_consensus; source type: government. Supports: That Swedish manufacturing involves strict product standards for nicotine pouches.. Scope note: Regulations may cover safety but not all quality criteria used by brands. ↩
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"Altria Enters Memorandum of Understanding With KT&G to Pursue ...", https://investor.altria.com/press-releases/news-details/2025/Altria-Enters-Memorandum-of-Understanding-With-KTG-to-Pursue-Long-term-Adjacent-Growth/default.aspx. Business news discussing KT&G and Altria’s international distribution networks can support the potential for expanded global reach after acquisition. Evidence role: historical_context; source type: research. Supports: That KT&G and Altria partnership could extend LOOP’s global distribution reach.. Scope note: Distribution plans may be speculative prior to acquisition completion. ↩
