Who owns General?
General is owned by Philip Morris International (the United States, NYSE: PM), which has owned the brand since 2022.[1]
Evidence: Philip Morris International Inc. Annual Report on Form 10-K filed 2026-02-06, SEC EDGAR, 6 February 2026. Verified from filings; last checked .
Key facts
- Current owner
- Philip Morris International Inc. verified
- Owned since
- Owner HQ
- 🇺🇸 United States, Stamford, Connecticut
- Origin
- 🇸🇪 Sweden
- Category
- Tobacco & nicotine › Tobacco products › Snus
- Parent ticker
- NYSE: PM
- Last verified
- · 1 sources
About General
General is a Swedish snus brand sold, per PMI's 10-K, as eight smokeless tobacco products under the General snus name by Swedish Match USA, Inc. It reached PMI through the November 2022 acquisition of Swedish Match AB, now PMI's wholly owned subsidiary. General snus products received FDA modified-risk orders in 2019, renewed on 7 November 2024 with a stated expiration in November 2032.
What Philip Morris International's annual report says about General
Sentences about General from Philip Morris International's latest annual filing[1], copied word for word.
Following a robust science-based review, the U.S. Food and Drug Administration (the "FDA") has authorized the marketing of Swedish Match's General snus and ZYN nicotine pouches and versions of PMI's IQOS devices and consumables - the first-ever such authorizations in their respective categories.
Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk Tobacco Product ("MRTP") authorizations from the FDA.
Swedish Match USA, Inc. was authorized to market these products with the claim, "Using General snus instead of cigarettes puts you at a lower risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis." On November 7, 2024, the FDA renewed the General snus modified risk orders, with a stated expiration date in November 2032.
Ownership timeline of General
- 2022 – present Philip Morris International [1] verified
Where General sits in Philip Morris International
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Philip Morris International ownership tree →
See the full Philip Morris International brand portfolio (6) →
Other brands owned by Philip Morris International
Philip Morris International controls 6 brands on Brandtree, 6 of them in tobacco & nicotine.
Also in tobacco & nicotine
- IQOS (2014)
- L&M
- Marlboro
- Parliament
- ZYN
Other brands in snus, and who owns them
The 11 brands in snus on Brandtree belong to 5 owners. The largest is Turning Point Brands, with 4.
| Brand | Owner | Owner based in |
|---|---|---|
| Beech-Nut | Turning Point Brands | 🇺🇸 United States |
| Gletscherprise | Pöschl Tabak | 🇩🇪 Germany |
| Copenhagen | Altria | 🇺🇸 United States |
| Skruf | Imperial Brands | 🇬🇧 United Kingdom |
| Durango | Turning Point Brands | 🇺🇸 United States |
| Stoker's | Turning Point Brands | 🇺🇸 United States |
| Trophy | Turning Point Brands | 🇺🇸 United States |
| Löwen-Prise | Pöschl Tabak | 🇩🇪 Germany |
About the owner: Philip Morris International
Philip Morris International is a publicly listed company headquartered in Stamford, Connecticut, United States, founded in 1987. Brandtree records 6 brands under its control, and it is listed as NYSE: PM.
Philip Morris International is a Virginia-incorporated holding company that became an independent, separately listed company on 28 March 2008 when it was spun off from what was then Altria Group. It sells cigarettes and smoke-free products — heated tobacco, nicotine pouches and e-vapor — in markets outside the United States, and under a 2008 intellectual-property agreement with Altria it owns the rights to jointly developed brands, including Marlboro, everywhere except the United States.
Philip Morris International: full profile, brands and acquisition history →
🇸🇪 General and other Swedish brands
Brandtree records a controlling owner for 129 brands that began in Sweden. 56 of them (43%) are now controlled by a company headquartered in another country, General among them.
- Skruf — Imperial Brands 🇬🇧
- & Other Stories — H&M Group 🇸🇪
- ARC Raiders — Nexon 🇯🇵
- AXA — Lantmännen 🇸🇪
- Absolut — Pernod Ricard 🇫🇷
- Acast — Acast 🇸🇪
Frequently asked questions
Who is the parent company of General?
The parent company of General is Philip Morris International, a publicly listed company headquartered in the United States.
Is General Swedish or American?
General originated in Sweden, but it is owned today by Philip Morris International, which is headquartered in the United States. So General is a Swedish-origin brand under American ownership.
Since when has Philip Morris International owned General?
Philip Morris International has owned General since 2022.
Is General still owned by Philip Morris International?
Yes. As of 29 October 2026, General is still owned by Philip Morris International. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Philip Morris International Inc. Annual Report on Form 10-K filed 2026-02-06 — SEC EDGAR, SEC Form 10-K, published 6 February 2026; retrieved 21 September 2026.
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