Few names in the world of nicotine pouches command the same respect as 77 Snus. From its early beginnings to its rise as a powerhouse in flavour innovation, 77 has consistently delivered products that excite, inspire, and redefine what quality snus can be. This brand introduced fruity fusions before they became a trend, crafting each release with precision and elegance. Every pouch captures pure flavour accuracy and unmatched balance, a signature that has earned 77 a loyal following across the UK, the US, and beyond.
As the nicotine pouch market continues to expand, 77 Snus remains a benchmark of creativity and consistency. Backed by Luna Corporate, the brand’s commitment to innovation and refinement keeps it at the forefront of the industry. Step inside the story of a modern classic, one that continues to evolve while staying true to its unmistakable character.
If you landed here looking to buy, you can do that too! Our huge range of 77 nicotine pouches is available here.
The Story Behind 77
The story of 77 Snus begins in Poland, where Luna Corporate has quietly built one of the most respected production houses in Europe’s nicotine pouch scene. Europe has become the heartbeat of pouch innovation, and Luna Corporate stands out for its precision, creativity, and relentless focus on product integrity. Month after month, 77 continues to grow in sales and global recognition, establishing itself as one of the continent’s most trusted names.
The success of 77 paved the way for new creations under the Luna umbrella, including the vibrant Bjorn line and a range of caffeine pouches designed for those who crave an extra boost. These ventures reflect the same bold experimentation that made 77 famous in the first place.
While some independent brands dominate headlines, 77 Snus has cultivated its own following through quiet excellence rather than noise. The brand’s background may not boast decades of legacy, but what it lacks in history it makes up for with fastidious craftsmanship and commitment to quality. Time and again, even the most devoted fans of other brands are converted by 77’s precision, comfort, and mastery of flavour. Some may argue that this is proof that substance always outlasts hype.
What Makes 77 Different
In a market filled with fast launches and countless brands, many nicotine pouch makers have struggled to stand out. The industry's rapid growth became both a strength and a weakness, leaving many products without a clear identity. 77 Snus stands out for having endured every stage of the pouch revolution, from the early days when only a few people were aware of it to its global popularity today. When the UK and the United States were still discovering nicotine pouches, 77 was already setting new standards in quality.
As waves of new brands entered the market, the original innovators stayed strong. The rise of 77 Snus again is proof that real quality cannot be hidden for long. It competes confidently with popular mid-strength brands like VELO and Killa, offering a pouch that feels smooth, balanced, and full of flavour from start to finish. Every detail is designed with care, from the perfect moisture level to the consistent texture that makes each use a pleasure.
With its signature 10.4 mg strength, 77 delivers power and precision without overwhelming the senses. It is the perfect blend of comfort, control, and taste.
77 Flavours & Product Ranges
Luna Corporate, the manufacturer of 77, is an expert in refining and innovating in flavours. Most of the 77 fan contingent have reported switching to 77 nicotine pouches due to the wide range of flavours. Not only are they expertly crafted, but they are also highly accurate, unlike some nicotine pouch and Snus brands.
77 Nicotine Pouches
77 Freeze Mint, in the 10.4 mg format, delivers a deep mint flavour coupled with a freeze element that sharpens both the taste and the nicotine impact. It is one of the most punchy mints in the market today, with an explosion of freshness on the first load that users instantly recognise. The flavour profile is refined yet powerful, with a sharp nicotine delivery that feels almost incongruous with its smooth mint base.
Mints are perceived as more potent than fruity blends, and Freeze Mint consistently punches above its 10.4 mg weight. It captures that icy clarity that experienced users crave while remaining smooth enough for those who appreciate a clean, refreshing pouch.
Blackcurrant Ice was released post the Watermelon Ice era. While the Blackcurrant shines through in some moments, it is more nuanced in presentation. It is the Ice factor of the pouch that really infuses the tastebuds. There is a mint freshness that fraternizes with the dark fruit to produce a flavourful, yet well-balanced, mix of mint and fruit that hits. Against a plain fruit flavour, these pouches punch slightly above their weight in terms of strength. New users may get a little more than they bargained for, so be aware if you are entirely new to pouches.
The Raspberry Ice flavour replaced the original Raspberry flavour, which was very popular. There was mixed sentiment about the manufacturers replacing the original, as it had a loyal fanbase. Ice infused sharpens the flavour experience, bringing more zest to the party than its predecessor. Still, the raspberry shines through, with a distinct sweetness, capped off with a minty freshness that intensifies the strength. If you were looking for a flavour that perfectly balances sweetness with mint, Raspberry Ice is up there with Watermelon Ice.
Grape Ice has been replicated many times over by different brands. The success of the Grape Ice flavour dates back to one of Killa's original releases. The flavour became very popular on social media through numerous Snus influencers, initially. Since, the multitude of flavour renditions have been hit and miss. 77 has done well to create a flavour with its own signature identity, leaning more toward the mint freshness that stands out as a signature. The mint is fresh, but the flavour is both nuanced, and yet rich enough to shine through in moments. In comparison with other Grape Ice flavours, it minimizes the fruit element of the pouch, favoring mint freshness above all.
Pink Punch brings a vibrant twist to the traditional line, offering a playful blend of fruity and drink-inspired notes. It’s a bold attempt to capture something fresh and exciting, adding a lively edge to the range. While it leans toward a lighter, more experimental flavour profile, it still delivers that instant burst of sweetness that many pouch users enjoy. In a market that constantly evolves, Pink Punch stands as a reminder of how brands continue to explore new directions and push creative boundaries with every release.
In our opinion, Raspberry Vanilla is one of the best from 77. The raspberry is perfectly tempered in its sharpness by the smooth vanilla fusing a candy-like flavour into something beautiful. The only negative about the Raspberry Vanilla is the underwhelming nicotine perceived strength. The uptake time is labored, sometimes nonexistent, but the flavour is incredible. If you are looking for a pouch that you can taste all day, on every load, Raspberry Vanilla is for you. Paradoxically, if you are one for that donkey kick style nicotine experience, you may want to skip to another product in the mint range.
Cola is one of the flavours that seems to be on the roster by most brands. 77’s version errs on the side of strength more so than the others at this strength level. There is a sharpness that intensifies the perceived strength of the pouch. While this is enjoyable for frequent users, new users may find the intensity of the nicotine uptake time a lot to deal with. That being said, the flavour is as deep as it is layered. You will taste the immediate fizzy drink impression, followed by a nuanced release of it thereafter.
The Salted Caramel is one of the flavours that we have been surprised by. The lack of sales for one of the world’s most popular flavours is a huge eyebrow raiser for us. The flavour is incredible. There is a richness and layered texture that waves through the dispersion of nicotine during the entire load. To have such a complex flavour release for so long is testament to the work of the manufacturers to execute on this product. If you decide to take the punt in trying the Salted Caramel, you will not be disappointed.
Blueberry is one of those love it or hate it flavours in most brands. The same applies to the 77 version. It does well to offer some likeness to blueberry, but the execution feels a little rushed, and not as layered as some of the other flavours. It tends to shine more throughout the load than the initial stages. As the pouch moistens, you can expect delightful drips containing a familiar fruit flavour, but there is a level of inconsistency against some of the other fruit executions by 77.
It was a nice try to clap back at the original source of Snus by recreating the tobacco flavour we once all knew and loved. But, Classic Tobacco falls short of the mark. There is nothing quite like the taste of pure tobacco, and if you are looking for a synthetic nicotine replacement of original Snus, this is not it. That being said, it does go somewhere to mimic the taste, but there is a level of artificiality that cannot be ignored. The strength, however, is accurate for the 10.4mg. So, if you fancy mixing up your monthly stack, it could be introduced as the flavour does cut through most of the others when stacking.
The Ice Mint flavour is enjoyable as it is flavorful. The icy freshness makes the mint more pronounced in the mouth, and it also adds to the perceived strength. At times, it is difficult to imagine you are only using a 10.4mg pouch, such is its nicotine uptake time. From the first load, the nicotine level rises you up in a blast of freshness, and keeps you hanging on, tempting the reach for water. Ice Mint is a fantastic addition to the 77 line, and does well to layer the depth of mint tempered by the icy freshness.
We have a sneaky feeling that Fresh Mint will become obsolete. Sales of Icy Mint are higher than those of Fresh Mint, and the two products are very similar in flavour presentation and nicotine uptake time. Between the two, there are no glaring differences, we think one or the other may move aside at some time.
This strawberry flavour is incredible. There is a depth to the flavour that outlasts the competition in the same flavour. Strawberry rings true throughout, meaning you can start the load and know that the initial burst of flavour will maintain, unlike other brands. 77 have perfected the Strawberry blend, where others have not. The strength does fail to hit the mark as much as some of the others, but the flavour is almost worth that difference.
Peach & Mint is slight in presentation against some of the other flavour fusions. The peach is there, it can be tasted, but the mint overshadows it. Instead, the drip is where most of the flavour comes from, and even then it is an artificial experience. As brands continue to refine their blends, we expect representation to improve. But the devil is in the details, and this Peach & Mint blend currently lacks the accuracy of some other 77 products.
77 has done well with this flavour, it is a sweet representation of Forest Fruits, which leans more toward the heavier Blackberry punch. Striking a balance when combining fruits to create a blend that works is tricky. But, none cancel each other out. Depending on mouth moisture, there may be more depth. The flavour is great though, a nice smooth blend of fruits that works for most users. The strength is subdued, and has a sharp uptake time but does not hold for any great amount of time.
Apple Mint his the green apple accurately, allowing for a sharp introduction on first load. The mint follows behind, as a flavorful reminder that also adds to the nicotine intensity. It is not one of our favourites, although it does sell well. The flavour is the type of flavour that does make you go nose-blind on frequent use, so choosing as part of a stack is advised.
Not only is Cola & Vanilla one of the best-selling in the range, but it is also one of the best-tasting Snus from 77. The way the Vanilla balances the sharpness of the Cola is incredible, and the pouch itself is consistently good. This is one of the flavours that ironically has minimal drip, and allows for the moisture to exude into the gum, meaning waves of flavour. The strength is enough to be enjoyable, without being overbearing. The Vanilla is a stroke of genius, and brings back nostalgic memories of Coke Floats. (If you know, you know!)
77 Ghost Line
The Ghost Line is the one that sends shivers to new users, packing a serious punch in typically mini-sized pouches. The flavours still represent the exquisite combinations from the standard line, with some quirky additions that stronger nicotine pouch users love. At The Snus Life, we have an extensive library of Ghost Line pouches, direct from the manufacturer.
Ghost Mini Cola & Vanilla is one of the most exciting transitions in the 77 line, as the popularity of the Cola & Vanilla flavour led to its evolution into the Ghost range. This version takes that same impeccable flavour fusion and amplifies it, delivering a pouch that is harder-hitting and built for stronger users. Bigger, bolder, and more intense in every way — even in pouch count — Ghost Cola & Vanilla strikes a perfect balance between the creamy smoothness of vanilla and the sparkling energy of cola.
Nicotine release is faster, with a more pronounced edge that gives the pouch its signature character. It is a flavour made for those who use snus regularly and want a little more punch throughout the day. Cola & Vanilla was already a fan favourite, but the Ghost edition elevates it into something truly fierce.
Watermelon Ice is a masterclass of a flavour profile that, perhaps in some capacity, personifies the excellent eye for flavour combinations by Luna Corporate. In the Ghost Line, it is even more pronounced in flavour presentation than the others. Incredible flavour imaging ripples around the mouth throughout the whole load time. The Watermelon is complemented by the icy mint freshness that intensifies the flavour with skill. Watermelon Ice is, arguably, one of the flagship flavours created in the 77 range, and in the Ghost Line, it sails as a hard hitting, but fresh nicotine pouch.
If you are looking for a more powerful, punchy, head-spinning, version of mint then you have found it. The Ghost Original Mini is a hard-hitting pouch that could leave you reaching for the water at any given time. The mint is fresh, although not eye-watering, but it is in the strength where this pouch shines. The uptake time is more aggressive than most in the 77 range, and is well executed to leave demanding users satisfied throughout the day.
Whether you do or like Mango, you are going to taste it in this pouch! It fires on all fruity cylinders, offering a deep punch of mango from the outset. There is no freshness on the blend, which makes for an underwhelming strength uptake time. Still, 20mg is a powerhouse of nicotine, and once the pouch moistens, it is well presented. But, the mango flavour runs deep, tempering the perceived strength into a well-balanced, fruitful 77 Mango experience.
The fusion of Cola and Ice (mint) in this pouch comes with a warning shot for new users. The nicotine uptake time is as aggressive as it is flavorful. There is a well-presented burst of Cola that ripples with undulating waves of mint. As such, the flavour is as intense as is the strength. We expect frequent users to find this flavour among the strongest in the 77 range. So, if you are new to pouches, think twice before ordering a bunch of the Ghost Cola Ice.
The bubble gum flavour in this pouch is rich and offers a somewhat nostalgic experience. Any 90s babies will find this flavour familiar, bringing back those schoolyard days. The 77 Bubblegum presentation is instantaneous and then slightly decreases over the load. So, in your monthly stack this could be a little treat Snus throughout the day for you. Frequent use of this particular pouch sends you nose-blind after a few pouches. So, using them frequently is a no-go unless you want to be scouring the depths of your tastebuds for that initial kick you had the day before!
77 VB Edition Pouches
Arguably the most controversial in the 77 lineup, the VB range is rumored to represent ex-Mercedes F1 driver, Valterri Bottas. The silhouette of the driver outlines the enigmatic range of VB edition pouches on the top of the can. Finland is a notorious market for nicotine pouches, and Valterri Bottas, from Finland drives up serious interest from Finnish users. Despite the controversy surrounding this edition, the flavours are exactly as expected. Incredible pouches, full of signature Luna Corporation punchy concoctions that wow with each load.
The VB Line could be considered the alter-ego of 77 nicotine pouches. The mint freshness is cleverly combined with an even sharper freshness that tantalizes the senses. Off the bat, Arctic Mint starts its aggressive uptake to the system, which culminates in relaxing waves of nicotine. The mint flavour holds for extensive periods of use, whether you are a short or a long-pouch user. It is a neat trick by 77, as many other brands in the mint sector fall off after only a few minutes. The ability to hold flavour without dissipation makes Arctic Mint one of the most sought-after in this range.
Spearmint has been a difficult flavour to master for so many pouch manufacturers. The balance between sweetness and mint freshness can tip the scales at one way, or another. Many manufacturers have fallen short, but 77 VB does well to balance both into a positive equilibrium. The sweetness is tempered well by the freshness, climaxing in an extremely flavourful nicotine pouch load. At times, the sweetness can be almost mouth-watering, but the mint does enough to keep it well-balanced as the moisture interacts with pouch ingredients. On first load, it can be a little overwhelming in flavour, especially in the mornings. But, throughout the day, you would do well to find a better partner pouch for frequent use.
The VB range released Liquorice Citrus as a flavour that satisfies the European contingent. It is not as popular in the UK and US, as the markets tend to lean more towards the sweeter flavours. But, the flavour realizes a complexity that perfectly exemplifies the target of a salty and citrusy output. It is one of those layered flavours that you will either love or hate. It is not a bestseller, by any stretch of the imagination, but worth a go if you are into Liquorice, which is the stand out feature of this pouch.
As is suggested in the name, Arctic Berry is a fusion of dark fruits with mint freshness. The fruit presentation is nuanced, with the product favoring a more mint-forward punch. But, the fruit is both pleasing and well balanced in the load, tempering the super freshness with sweet notes. The nicotine level is enough to please frequent users throughout the day, and enough to be a strong candidate for an introduction Snus to new users.
77 ‘Light’ Nicotine Pouches
Contrary to what we believed about nicotine pouches and Snus some years ago, not everyone likes the strongest pouches. Luna Corporate, were smart in releasing the 77 light range, which serves a strength mirror to the traditional range, in 5.2mg. At half of the strength, the light range caters to users that use nicotine pouches infrequently, or at lighter levels. It is particularly successful in Canada and The US, where lighter pouches are preferred. The light range is less obtrusive in nicotine uptake time, but users still benefit from the incredible 77 masterclass flavours.
Much like the stronger pouches, the light flavour represents one of the best selling flavours in the range. At 5.2mg, users at lighter levels can enjoy one of the best flavours from 77, without the higher nicotine content. Vanilla is expertly paired with Cola, which adds the sharp edge to an otherwise smooth, consistent, and flavourful pouch. Cola and Vanilla is a perfect pouch for new users.
Watermelon Ice is one of the flavours that 77 has perfected to the point of near hall-of-fame-like. Our customers for 77 almost always include Watermelon Ice, such is its notoriety. The light version is no different to the stronger version in terms of sales. The flavour is potentially more rich in the lighter strength, perhaps in some part, due to the nicotine reduction. The focus of flavour is epitomized in this pouch, which all new users to nicotine pouches should try, at least once.
The deepness of the Cherry in this flavour is almost unmatched by so many other brands. There is a connection between the fruit and the pouch which is difficult to describe. It is intoxicating. The balance with Cola, however, tempers what could become sickly, extremely well. The presentation of, what can only be described as fizz, does well to make this a mouth popping nicotine pouch. At only 5.2mg, Cola & Cherry is popular among new users, and with customers based out of the US.
Much like its stronger brother, the Raspberry Ice flavour hits with a nice 5.2mg of nicotine and good flavour. The flavour is well layered, imaging in the mouth with a nice complexity and release of rich fruit, followed up with a freshness. For 5.2mg, the nicotine hits with a balanced intensity that brings the user up and holds for a significant amount of time. Relaxing, and with great flavour, the Raspberry Ice is one of the best in the light range.
Much like its stronger brother, the Cola flavour punches above its weight in terms of perceived strength. But the flavour is even further pronounced in the lighter version. Arguably to do with the lesser nicotine level, the flavour is more intense than the 10.4mg version, to the point of an eye-watering experience. But, if you love Cola, you will love the light version which is arguably one of the best Cola renditions out there.
In the light version, the Salted Caramel is one of the best in the range for flavour. What it lacks in strength, it makes up for in flavour. The overall strength can be a little disappointing for those wanting a bit more of a punch, and slightly falls short of the advertised strength level. But, in terms of flavour, you will struggle to find a product as accurate.
The light version delivers slightly more flavour accuracy than the stronger version, but still lacks the brand-synonymous accuracy. This flavour tends to have more of a drip than the others, which is enjoyable, unlike some brands. But, waiting for the flavour to load through your own mouth moisture can be a little frustrating. So, the experience is inconsistent; sometimes it will have more presentation than others. Still, in the lighter range Blueberry is a great option for new users.
As you would expect from a fruit and mint fusion, this flavour hits a little harder than a standalone fruit does. The melon is superbly presented, however, and the mint acts more as an accompaniment than a protagonist. But, the mint gives it a rougher edge, and a more exhilarating ride, even at 5.2mg. As a flavour, it is a nice combination that verges on brilliant, but the depth of the melon lets it down slightly.
Apple & Mint in the light range does well to have more punch than the stronger version. But, again, frequent use does make you go nose-blind after a while. The first pouch tastes rich, for a period, and the flavour quickly dissipates throughout the load. Frequent use of this flavour further reduces the flavour impact, leaving you a little disappointed. But, in using these pouches as treats, as part of your monthly stack, you will enjoy the sharpness of the mint and the fruitiness of the apple time and again.
A staple in most brands flavours, Watermelon 77 is courageous as it is flavorful. The layered flavor seems to go through the gears from the initial load, all the way through to the end. There is a depth, and there is an accuracy that most brands have failed to recreate. 77 Watermelon ‘Light’ is one of the best in the range.
How 77 Compares to Other Brands
77 competes with several brands as most have entered the market competing in the low to mid strength range. At 20mg, which is where most of the sales of 77 sit, there are huge brands with huge budgets competing. Whether it be in the UK or the US, 77 remains one of the foremost brands in terms of innovation and flavour accuracy. But, sometimes, quality fails to create the hype that noise does. The vertical for nicotine pouches has become inundated with new brands, seemingly all at similar strength levels. Online stores can only do so much to promote brands, and shelf space at convenience stores adds to marketing exposure.
Flavours
The 77 flavours are one of the primary reason for the brand success. Rarely do customers buy 77 and fail to return for another. The flavours are accurate, and punchy in most variants. Most have a depth that other brands fail to achieve, meaning customers can enjoy their favorite flavours at their best nicotine pouch showing.
Pouch Composition
Often overlooked, pouch composition adds to the user experience, and the flavour dispersion. Strength also comes into play with some particular pouches. But, 77 use food grade papers to wrap the blends of nicotine and flavour. This means that you can expect a soft, smooth pouch, that is comfortable, and consistent. The focus on quality oozes from every pouch made in the 77 range, and if that continues, quality will continue to attract custom.
Both corporate and independent brands compete in the same target market that 77 competes. That is a challenge that cannot be ignored by the brand. So, innovation is as important as the supply chain itself, not to get outworked. Independent brands like Killa, Pablo, and CUBA have a pipeline of customers that challenges the growth of 77 in key markets. While the corporate brands like VELO, and Zyn will always be a difficult challenge to face, given the extreme marketing power and budget.
Who is 77 for?
77 caters to a range of different use cases, both dependent on flavour selection and strengths. For some of the higher strength users, 77 will undoubtedly be too low to make up the majority of your stack. However, if you are looking for a sideline Snus to use outside the regular high-strength range, you could ask for no better.
For frequent users at lower strength levels, 77 is one of the absolute best to do it. In comparison with some other brands that compete in the lower strengths, the flavour trumps virtually all of them. This is where 77 shines, and so those that have migrated from flavorful vaping will find something in 77 that resonates, without fail. The demand for flavour accuracy is becoming more and more apparent, especially in US and UK markets. Perhaps the only downside to using 77 is that there are no strengths that can compete for higher strength users. Fortunately for Luna Corporate, 77 manufacturers, current Snus users tend to prefer 10mg-20mg pouches.
For those new to nicotine pouches, you will find the 77 Light range to be among the best in both flavour and strength. Using the lighter pouches as a transitional tool to either down-strength, or up-strength, means there is no sacrifice in the expectation of flavour. So, you can transition between the pouch ranges while still maintaining a level of familiarity.
77 in the Snus Life Ecosystem
At The Snus Life, we understand our pouches beyond the realms of most. 77 fits within our ecosystem as one of the primary brands for our customers, especially in the US and UK. The balance of product range for 77 means we have one of the biggest product libraries for the brand in Europe. As a growing brand, that continues to bring in both new customers, and transitional customers from other brands, we invest in bringing you the full range.
