Who Owns on!?

Burger Söhne Holding AG, a Swiss tobacco manufacturer, launched on! in Sweden in 2015, the same year Swedish Match introduced ZYN in Colorado. The two products effectively created the modern oral nicotine pouch category: small, tobacco-leaf-free pouches containing crystallized nicotine, flavors, and fillers, placed between lip and gum.

on! reached the United States shortly after its Swedish debut, initially through limited distribution. Its differentiator was a compact, drier mini-pouch format versus ZYN's larger pouch, sold in round cans at lower price points. By 2019 the brand had national U.S. distribution just as the category began compounding at double-digit rates.

Altria's 2019 acquisition of 80% of the Burger Group companies, completed to full ownership by April 2021, gave the tobacco company its entry into the fastest-growing nicotine category. U.S. pouch volume and on!'s absolute sales grew rapidly, though share of category fell as ZYN scaled faster and new entrants arrived. By fiscal 2025 on! held 15.4% of the nicotine pouch category, down 3.4 share points year over year, while nicotine pouches grew to 53.3% of the entire U.S. oral tobacco category.

The next chapter is product-led. In December 2025 the FDA authorized on! PLUS, a softer pouch format, in mint, wintergreen, and tobacco flavors at 6 and 9 milligram strengths, one of the first pouch products besides ZYN to win marketing orders. Altria began U.S. commercialization in early 2026 and is testing on! and companion brand FUMi in Sweden and the U.K. through e-commerce and select retail.

The international push matters because the U.S. pouch market has effectively become a two-brand race. Helix ROW subsidiaries now distribute on! beyond North America, giving Altria a rare non-cigarette product with a genuinely global footprint, and management has said early results in Sweden and the U.K. are informing domestic product development.