New Price Rollback for Longhorn and Timber Wolf Pouches Announced

RICHMOND, Va., Jan. 14, 2013 /PRNewswire/ -- Swedish Match announced today that the company is reducing the factory selling price for all Longhorn and Timber Wolf pouches to $.90.  The new list price represents a 31% reduction for Longhorn and a 49% reduction for Timber Wolf.  The new pricing goes into effect on Monday, January 21, 2013.

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"Historically, the 'pouch' segment of the moist snuff category has grown at twice the rate of the total category," according to Joe Ackerman, Marketing Director of US Smokeless Brands.  "Within the last year that rate has accelerated to 3X the category rate.   We anticipate this growth trend to continue as tobacco consumers continue to gravitate towards the convenience of pouch products."

The pricing change comes on the heels of the introduction of Timber Wolf and Longhorn's new unique package design that offers the disposable pouch compartment - an industry first. 

Ackerman adds, "We not only feel that our pricing decision delivers strong value to consumers, but also contributes to robust category growth.  Additionally with the recent pouch packaging change, consumers will successfully differentiate Timber Wolf & Longhorn Pouches from competitive brands."

Both brands will be supported with effective point of sale and promotions.

About Longhorn:  The Longhorn brand offers the best value by delivering a simple combination of premium quality and really great price. Longhorn moist snuff gives you the taste you demand at the price you want.  For more information on Longhorn, visit our website at www.longhornsnuff.com

About Timber Wolf: Timber Wolf Moist Snuff is small batch crafted in Owensboro, KY.  Made from a blend of high-quality tobacco, Timber Wolf is available in long cut, fine cut and pouches with a variety of flavors.  Learn more at www.timberwolfsnuff.com

About Swedish Match:  Swedish Match develops, manufactures, and sells market-leading brands in the product areas Snus and snuff, Other tobacco products (US mass market cigars and chewing tobacco), and Lights (matches and lighters).Well known brands include General snus, Longhorn, Timber Wolf, Red Man, White Owl, Garcia y Vega, Cricket lighters, and Fiat Lux matches. The Group sells products across the globe, with production units in six countries. The Group's global operations generated sales of 12,402 MSEK for the twelve month period ending September 30, 2012. The Swedish Match share is listed on the NASDAQ OMX Stockholm (SWMA).   Swedish Match US Sales is headquartered in Richmond, VA. 

For more information visit the website at www.SwedishMatch.com.

SOURCE Swedish Match