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FUMI Frequently Asked Questions
What is FUMI and what makes it different from other brands?
FUMI is a Swedish nicotine pouch brand manufactured by Helix Sweden AB at the company's facility in Ödeshög, Sweden. The brand launched in 2021 with a clear positioning thesis: where most brands compete on strength escalation, FUMI competes on flavour identity. The Thailand catalogue holds five active products in Slim format spanning Everyday Lift (8mg) and Energized (11mg) tiers. The brand's adjective-led naming convention (Minty, Zingy, Tangy, Freezy) and unusual flavour combinations like Zingy Ginger with a cola hint distinguish FUMI from mainstream mint-and-berry-focused Scandinavian brands.
What flavours does FUMI come in?
FUMI offers five active variants at Nicohub Thailand, all in Slim format with 20 pouches per can. Four sit in Everyday Lift at 8mg: Minty Blueberry (mint and berry blend), Zingy Ginger (ginger with a cola hint), Tangy Strawberry (sharp berry profile), and Tangy Apple (red and green apple notes). The fifth product, Freezy Mint, sits in Energized at 11mg as the higher-strength mint specialist.
Who are The Snus Brothers, and how are they connected to FUMI?
The Snus Brothers is the trade name of Helix Sweden AB, a Swedish nicotine pouch and snus manufacturer founded in 2014 by brothers Kaj and Dennis. The company started in a garage and has grown into a 3,500-square-meter factory in Ödeshög, Sweden, with capacity for around 50 million cans per year. Helix Sweden contract-manufactures pouches for multiple brands, but FUMI is the company's own flagship line, launched in 2021. When you see "The Snus Brothers" or "Helix Sweden AB" on a FUMI product, both refer to the same Swedish manufacturer.
How much does FUMI cost in Thailand?
FUMI cans typically retail in the 219 to 259 THB range at Nicohub flagship locations and verified stores across Thailand. Pricing varies slightly by store location and tier. The four 8mg fruit and spice variants (Minty Blueberry, Zingy Ginger, Tangy Strawberry, Tangy Apple) sit at the lower end of the range, while Freezy Mint at 11mg sits at the upper end. Each can holds 20 pouches, putting the per-pouch cost at roughly 11 to 13 THB.
How long does a FUMI pouch last?
A typical FUMI session runs 30 to 45 minutes per pouch across the range. The 8mg variants in the Strong line deliver a balanced flavour and nicotine release across the full session, with the more layered profiles (Zingy Ginger, Minty Blueberry) tending to hold flavour slightly longer than the simpler fruit profiles. Freezy Mint at 11mg can run closer to 45 to 60 minutes for users who prefer a slower wear, with the higher nicotine content allowing for shorter sessions if preferred. All FUMI pouches are Slim format with soft, plant-fiber filling designed to sit comfortably under the upper lip.
Where can I buy FUMI in Thailand?
FUMI is stocked at both Nicohub Bangkok flagship stores (Nicohub Silom and Nicohub Sukhumvit Soi 31) with the active range. Licensed Nicohub store locations across Thailand stock the FUMI core, though specific flavour availability varies by location. Use our store locator to find the nearest pickup point.