The idea for XQS was born just outside Östersund. Heavy snusers Lars and Christer sat by the lake, feeling slightly irritated. Common sense told them it was time to quit after 20 years of snusing, but their hearts weren’t fully on board. Right then and there, they decided life didn’t have to be black or white. Embracing true Swedish ingenuity, they created their own snus—one that tastes like snus but contains neither tobacco nor nicotine.