VID

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The brand’s identity rests on two things. The first is flavour ambition, VID makes dessert, floral and soft-drink profiles that most Swedish producers avoid entirely. The second is design: the cans are pastel-coloured and each colour corresponds to the flavour inside, so Sweet Tea comes in a summery yellow and Coffee Caramel in a light brown. It is a small touch, but it makes a shelf of VID cans readable at a glance in a way no competitor manages.

Brand Background

VID is produced by Kurbits Snus AB, founded in Stockholm in 2019 by two people with backgrounds in Swedish snus culture. VID launched two years later as the company’s flagship nicotine pouch line, and Kurbits also produces Avant, a separate brand with its own range.

The company is small by category standards, and that shows in the product decisions. A manufacturer with a global distribution footprint tends to build flavour ranges around what will sell acceptably in twenty markets at once, which pushes everything toward mint, berry and citrus. Kurbits has no such constraint, and VID’s catalogue reflects it, Chili Chocolate and Violet Velvet exist because someone decided they were worth making, not because market research demanded them.

Production is CO₂-neutral across both the pouches and the packaging. That places VID alongside a small group of brands doing verifiable environmental work in the category, most notablyLOOP with its plant-based can.

VID Strengths and the Naming Quirk to Watch

VID sells in two tiers, and the milligram figures are cleaner than most brands manage.

The two figures describe the same product. VID pouches weigh around 0.6g, so a 12 mg/g can delivers 7.2mg per pouch and a 16 mg/g can delivers 9.6mg. Retailers quote whichever they prefer, which is why the same product appears at two apparently different strengths across sites. Some listings also show older figures of 4.8mg, 6mg and 8mg from earlier market lines, including a mini format that is no longer the brand’s focus.

The quirk worth knowing: the word “Strong” in a product name does not reliably indicate the tier. Perfect Pear Strong sits in the Xstrong tier at 10.4mg per pouch, which is the highest strength VID makes. Read the milligram figure rather than the name.

Both tiers are moderate in absolute terms. A 9.6mg VID pouch sits below whatKilla delivers at 13mg and far below the high-strength specialists. VID is a flavour brand that happens to make strong-ish pouches, not a strength brand.

Format, Pouch Feel and Can Design

VID is slim format across the current catalogue, with 20 pouches per can. The pouches use plant fibres with laboratory-produced nicotine, flavourings and pH adjusters, all at food or medicinal grade.

The pouches are moist enough that flavour arrives quickly rather than building, and they sit comfortably under the lip without excessive bulk. Flavour longevity is one of the brand’s stronger attributes, the profiles hold through the session rather than fading after ten minutes, which is where sweetener-heavy competitors tend to fail.

The pastel colour coding deserves a mention because it is genuinely useful rather than decorative. Once you know the system, you can identify a flavour across a room, and it makes managing several open cans considerably easier than the near-identical black and white cans most brands ship.

VID vs KLINT

KLINT is the closest comparison, both Swedish, both moist slim formats, both built on flavour rather than strength.

KLINT covers a wider strength band, running from 4mg to 14mg with a five-level numbered scale, so it accommodates both new users and established ones. VID offers only 7.2mg and 9.6mg, which is a narrow window that excludes beginners entirely.

On flavour, KLINT splits mint four ways and does its most distinctive work there. VID barely competes on mint and instead pushes into coffee, cola, dessert and floral territory. If mint is your daily flavour, KLINT. If you want Coffee Caramel or Violet Velvet, nothing in KLINT’s range substitutes.

VID vs VELO

VELO is the mainstream benchmark and wins comfortably on distribution, stock consistency, range size and price. Its strength ladder covers considerably more ground at both ends.

VID’s case rests entirely on flavour character. VELO’s catalogue is designed for mass appeal across dozens of markets and executed reliably; VID’s exists because a small Stockholm company could afford to be interesting. Pouch comfort is comparable, and both are moist slim formats.

Buy VELO if you need the same product available every month at a good price. Buy VID if the mainstream ranges have started tasting interchangeable.

Who VID Is For

Users who want dessert and soft-drink flavours. Coffee Caramel, Chili Chocolate, Cola Sour and Sweet Tea have very few equivalents from the larger Swedish producers, and this is the main reason to buy the brand.

Users settled between 7mg and 10mg. This is VID’s entire territory and it covers it well, with most flavours available at both tiers so you can move up or down without changing taste.

Buyers who value design. The colour-coded cans are the most practical packaging system in the category, and the CO₂-neutral production is a genuine credential rather than a vague claim.

VID is a poor fit for new users, there is no light tier, and 7.2mg is a significant step for anyone who has not used pouches before. It is also unsuitable for high-tolerance users, since 10.4mg is the ceiling. Distribution is thinner than the major brands, flavour availability rotates by market, and the inconsistent use of “Strong” in product names makes ordering the right strength harder than it should be.

How to Use VID Pouches

Place one pouch between your gum and upper lip, slightly to one side. No chewing or repositioning is needed.

Flavour and nicotine arrive within seconds, and a session typically runs 30 to 45 minutes. The coffee and cola flavours tend to hold longest. Remove the pouch when the taste fades and dispose of it in the lid compartment.

If you are moving to VID from a lighter brand, start with a Strong 7.2mg product rather than an Xstrong, and check the milligram figure rather than trusting the product name. VID pouches are for adults of legal purchasing age and belong to the tobacco-free category rather than being traditional Swedish snus, despite being widely sold as VID snus.