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In the first instalment of Snusforumet’s Harm Reduction Heroes series, Snusforumet catches up with Bengt Wiberg, a Swedish entrepreneur whose passion for snus has spawned a global movement to legalise snus in the EU – as well as patents to help make the Swedish smokeless tobacco product more palatable and accessible to adult smokers and other nicotine users. Wiberg’s passion for snus goes back almost 30 years. At the time, it was becoming increasingly common for snus to be sold in pre-packed pouches rather than as traditional “loose” snus. In addition to the innovation in delivery, more flavours were appearing on the market which temped the former smoker to experiment.