KT&G and Altria jointly acquired Another Snus Factory (ASF), the Swedish nicotine pouch manufacturer behind the LOOP brand, in a deal valued at over $1 billion. It's the largest acquisition in the nicotine pouch industry to date, and a clear signal that Big Tobacco sees pouches as the category worth betting on.

The transaction, completed in late 2025, gives both companies immediate access to ASF's established manufacturing capabilities and distribution networks across Europe and beyond. Per Tobacco Reporter, the deal positions KT&G and Altria with "a strong position in the global pouch market."

Why This Matters

A $1 billion+ price tag for a pouch manufacturer would have been unthinkable five years ago. Now it's a statement: nicotine pouches aren't a niche experiment—they're the growth engine tobacco companies are fighting over.

For ASF, the LOOP brand gets the backing of two global players with deep pockets and regulatory expertise. For KT&G (South Korea's leading tobacco company) and Altria (Marlboro's parent in the U.S.), it's a shortcut into a category where they've lagged behind Swedish Match, BAT, and Philip Morris International.

The joint acquisition structure is notable—rather than one company buying outright, both are sharing the asset. That suggests they see value in combining KT&G's Asian market strength with Altria's U.S. regulatory and retail muscle.

What's Next

The immediate question is how KT&G and Altria will integrate ASF's operations and whether LOOP will expand into new markets under their ownership. Altria already has on! pouches in the U.S., while KT&G has been building its pouch portfolio in Asia.

Expect more M&A. If a Swedish manufacturer with strong European presence commands over $1 billion, every independent pouch brand with scale is now a target. The consolidation phase has started.

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SOURCES:
Tobacco Reporter: KT&G Altria ASF Acquisition

Where to buy: Available from select retailers. Compare prices at PouchFinder.