About Haypp Group

Haypp Group is the global leader in e-commerce for smoke-free nicotine products. Founded in Sweden in 2009, we’ve grown into an industry pioneer with more than 1.1 million active customers (2024) and operations across seven countries. 

Our vision is simple: to offer consumers the best possible products while upholding the highest standards of integrity and business ethics. By providing alternatives to cigarettes, we support people looking to change their habits — while helping to build a more sustainable and responsible market. 

Society is calling for change in the tobacco and nicotine sector. With our strong base in Scandinavia and proven success in new markets, we’re well placed to drive that change globally. 

Key Facts

We offer a wide selection of smoke-free nicotine products, including nicotine pouches (white snus) and vapes. All products are tested and adapted to meet local regulations and consumer needs. 

Our digital-first approach makes it easy for customers to: 

• Find the right product 
• Understand exactly what it contains 
• Feel confident in their choice 

We put consumers first. By analysing daily interactions and customer behaviour, we gain valuable insights into what people want — and how we can help more smokers switch to smoke-free alternatives. We also represent our customers in public discussions, working for a safer, regulated and transparent market. 

To guarantee quality and safety, we run Nicoleaks — our independent testing platform. Products are analysed by Eurofins, a trusted third-party laboratory, with tests covering nicotine content, pH levels and other ingredients. The results are shared openly with our customers, creating trust and raising standards across the industry.

As one of the most insight-driven companies in our sector, we’re committed to sustainable product development. Innovation, environmental responsibility and user-friendliness are at the heart of our work. 

We continually invest in research, technology and product development to stay ahead. At the same time, we collaborate with regulators, researchers and industry organisations to help create a more sustainable society.

Haypp Group is listed on Nasdaq First North. This means we operate with the highest levels of transparency, governance and reporting — strengthening our credibility and ensuring long-term responsibility to customers, investors and society. 

Where we operate: 

• Sweden 
• Norway 
• Germany 
• Austria 
• USA 
• United Kingdom 
• Switzerland 

Our combination of local expertise and centralised technology ensures a secure, consistent and relevant customer experience worldwide.