Key takeaways
- Strength means milligrams of nicotine per pouch. Some cans print milligrams per gram of pouch material instead, which is a larger number for the same dose.
- Typical UK bands: low 3 to 6 mg, medium 7 to 11 mg, strong 12 to 17 mg, extra strong above 20 mg per pouch.
- VELO's dots are its own scale: 1 dot is 4 mg, 6 dots is 17 mg. Another brand's dots mean something different.
- There is no legal maximum nicotine content for pouches in the UK. The voluntary BSI specification PAS 8877:2022 recommends no more than 20 mg per pouch.
- Nicotine is a highly addictive substance. Always check the figure printed on the can you are buying.
What "strength" means on a nicotine pouch can
Strength is the amount of nicotine a single pouch contains, written in milligrams. It is not the amount your body absorbs, which is lower and varies with how long you keep the pouch in, how moist it is and your own saliva. Treat the printed figure as the ceiling, not the dose.
The Committee on Toxicity noted in 2023 that commercial pouches typically carry between 4 and 18 mg per pouch across brands, while the Office for Health Improvement and Disparities had reported products containing up to roughly 120 mg. The range on the market is wide, and the label is your only reliable guide.
mg per pouch vs mg per gram
Two labelling conventions are in circulation and they cause most of the confusion. Scandinavian brands generally print milligrams per pouch, the number you actually want. Several Polish and Danish brands print milligrams per gram of pouch material, which describes concentration rather than dose and produces a much larger figure.
To convert, multiply the mg/g figure by the weight of one pouch in grams. A 0.8 g pouch labelled 16.5 mg/g holds about 13.2 mg. Here is how that works out for the brands we stock that label by weight:
| Brand | Printed on the can | Approximate nicotine per pouch |
|---|---|---|
| Killa | 16.5 mg/g | About 13.2 mg |
| Cuba White | 16 mg/g | 10.4 mg |
| Cuba Ninja | 30 mg/g | 15.6 mg |
| Cuba Black | Stated per pouch | 43 mg |
| Kingston | 12 / 18 / 28 / 50 mg/g | 8 / 12 / 18 / 32.5 mg |
| Helwit | 7 / 9 / 12 mg/g | About 3.5 / 4.5 / 6 mg |
So a can advertised as "50 mg" is not five times a 10 mg VELO. On a Kingston pouch it works out at roughly three times. Figures are those given by the manufacturers, and cans are reformulated from time to time, so check the can in front of you.
The four strength bands
The UK market has settled into four informal bands. They are not a legal classification and no regulator defines them, but they are how retailers, including us, group products so shoppers can compare across brands that label differently. Use them as a map, not a prescription.
| Band | mg per pouch | Who it is aimed at | Browse |
|---|---|---|---|
| Low | 3 to 6 | Adults new to pouches who already use nicotine | Low strength |
| Medium | 7 to 11 | Where most regular UK users settle | Medium strength |
| Strong | 12 to 17 | Established pouch users | Strong |
| Extra strong | 20 and above | High-tolerance users only | Extra strong |
What the VELO dots mean
VELO prints a row of dots on the lid as a quick visual scale, alongside the milligram figure. The dots are VELO's own system and do not transfer to other brands: three dots on a VELO can and three dots on another maker's can are not comparable. The numbers below are VELO's UK range.
| Dots | Nicotine per pouch | Band |
|---|---|---|
| 1 | 4 mg | Low |
| 2 | 6 mg | Low |
| 3 | 8 to 10 mg | Medium |
| 4 | 11 mg (10.9 mg exactly) | Medium |
| 5 | 14 mg | Strong |
| 6 | 17 mg | Strong |
A VELO Slim can holds 20 pouches and a VELO Mini can holds 15, so a Mini can at the same price per can costs more per pouch. There is more on the range in our VELO strengths guide and in how to use VELO nicotine pouches.
VELO renamed its UK flavours in 2024
If you are hunting for a strength you used to buy, the name may have changed rather than the product disappearing. VELO renamed most of its UK range in 2024. The strengths carried over, so matching the old name to the new one is usually all you need to find the same can again.
| Old name | Current name |
|---|---|
| Ice Cool | Crispy Peppermint |
| Freeze | Freezing Peppermint |
| Polar Mint | Bright Spearmint |
| Cooling Storm | Peppermint Storm |
| Tropic Breeze | Tropical Mango |
| Royal Violet | Purple Grape |
| Watermelon Mint | Wintry Watermelon |
| Citrus Mint | Minty Lemon |
Is there a legal maximum strength in the UK?
No. Nicotine pouches have no statutory nicotine limit in the UK, unlike e-liquids, which are capped at 20 mg/ml under the Tobacco and Related Products Regulations 2016. Pouches contain no tobacco leaf, so that framework has never applied to them, and they have been regulated by default as general consumer products.
The nearest thing to a ceiling is voluntary. PAS 8877:2022, a BSI specification published on 28 February 2022, recommends a maximum of 20 mg of nicotine per pouch, a figure the Committee on Toxicity cited in its 2023 statement. Manufacturers may follow it; nothing compels them to. The Tobacco and Vapes Act 2026 gives ministers the power to set product requirements in future, but no cap is in force.
How to read a strength against your own nicotine use
Match the band to the nicotine you already use, then move one step at a time rather than jumping. Pouches are for adults aged 18 and over who already use nicotine; they are not for anyone who does not, and not for anyone pregnant or breastfeeding. Nicotine is highly addictive.
- Moving across from a low-strength e-liquid: start in the low band, 3 to 6 mg.
- Coming from a 20 mg/ml e-liquid: the medium band, 7 to 11 mg, is the usual match.
- Already using pouches daily and finding medium short-lived: the strong band, 12 to 17 mg.
- Anything above 20 mg per pouch sits past the voluntary BSI recommendation entirely.
Going too strong too fast is the most common first-time complaint, and it presents as nausea, hiccups, dizziness or a racing heart. Our side effects guide covers what the evidence says, and the strongest nicotine pouches in the UK ranks the top of the range.
Pouches per can and cost per pouch
Can counts vary by format, and that changes the real cost more than the shelf price does. Slim cans usually hold 20 pouches and mini cans 15, but some brands differ, so the count is printed on the label. Cans at Snus and Go run from about £3.49 to £6.49.
At those prices a 20-pouch can works out at roughly 17p to 32p per pouch, and a 15-pouch can at roughly 23p to 43p. Royal Mail Tracked 48 is £2.99 and free on orders of £35 or more; Royal Mail Tracked 24 is £3.99. We ship within the UK only.
When sources disagree about a strength
They sometimes do. Manufacturers reformulate, distributors quote older specifications, and the same brand may label differently for different markets. Where you find two figures for the same product, the one printed on the can you are holding is the one that applies to you.
We publish the manufacturer's figure on every product page and show both conventions where a brand uses mg per gram. If a can in your hand contradicts what you read here, trust the can and tell us, so we can correct the listing.
Frequently asked questions
What do the dots on snus mean?
They are a brand's own strength scale, not an industry standard. On VELO, one dot is 4 mg per pouch, two is 6 mg, three is 8 to 10 mg, four is 11 mg, five is 14 mg and six is 17 mg. Another brand's dots will map to different numbers, so read the milligram figure too.
How much nicotine is in a snus pouch?
It depends entirely on the product. The Committee on Toxicity reported that commercial pouches typically hold between 4 and 18 mg of nicotine each, though products containing far more have been found on the market. UK cans commonly sit between 3 mg and 17 mg per pouch. Check the label before you buy.
Is 6 mg snus strong?
No, 6 mg sits at the top of the low band. It is a common entry point for adults already using nicotine who are trying pouches for the first time. Whether it feels sufficient depends on your existing nicotine use; many regular users find the medium band, 7 to 11 mg, is where they settle.
What does mg/g mean on a snus can?
Milligrams of nicotine per gram of pouch material. It describes concentration, not the dose in one pouch. Multiply it by the pouch weight to get milligrams per pouch: a 0.8 g pouch at 16.5 mg/g contains roughly 13.2 mg. Brands including Killa, Cuba, Kingston and Helwit label this way.
What is the strongest legal nicotine pouch in the UK?
There is no legal maximum, so no single product is "the legal limit". The voluntary BSI specification PAS 8877:2022 recommends no more than 20 mg per pouch, and some imported products exceed it considerably. Cuba Black, for example, is stated at 43 mg per pouch. Those products are for experienced users only.
How many pouches are in a can?
Usually 20 in a slim can and 15 in a mini can, though it varies by brand and format. A VELO Slim can holds 20 and a VELO Mini can holds 15. The count is printed on every can, and we list it on each product page so you can work out the cost per pouch.
Sources
- COT statement on oral nicotine pouches, Committee on Toxicity, April 2023
- PAS 8877:2022 Tobacco-free oral nicotine pouches, BSI, 28 February 2022
- Tobacco and Related Products Regulations 2016, legislation.gov.uk
- Tobacco and Vapes Act 2026, legislation.gov.uk
- Jackson J M, Weke A, Holliday R. Nicotine pouches: a review for the dental team, British Dental Journal 2023;235:643-646
- Nicotine pouch FAQ, Snus and Go
This product contains nicotine, which is a highly addictive substance. For adults aged 18 and over only.