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The LAB series of snus was a triumph of science, genius, inspiration, and enormous consumer input. The idea for the Lab project is said to have begun in 2008 at the annual Unz Foundation Snus Symposium.
Throwing away preconceived notions, Swedish Match began a program they called The Quest to Rethink Snus. SMAB embarked on an intensive series of consumer focus studies, market research, and a great number of brain-storming sessions... some of which I personally am convinced were strongly affected by alcoholic beverages. Their goal was nothing less than to create the Ultimate Snus - user-friendly, uncomplicated, yet REAL Swedish snus.
In the end there stood The LAB brand of snus (short for laboratory, not Labrador Retriever). The LAB snus series was truly a snus designed around the desires of the snus consumer, not some corporate empty suit with a bad tan...not that anyone at Swedish Match has a bad tan. Most Swedes are white as ghosts as the sun never really comes out there much.