Suddenly white Swedish snuff is all over the world. In stores, in our most popular podcasts, with our greatest influencers and free to the public at festivals. It is fresh, tobacco-free — it is the new thing. It has very quickly become extremely popular among teenagers and young people in their 20s. Everywhere you see people with the small round boxes containing the small white nicotine pouches. Podcaster Fanna Ndow Norrby never smoked or used regular Swedish snuff, but she was caught by the new white nicotine-pouch. In this documentary she tries to figure out whether she has to quit? If she even can quit? Is the white snuff safe? Is it really ‘healthier’ than other nicotine products that include tobacco? Or is it just as an addictive plague that is being exported all over the world? We follow the success story from the development laboratory where it was designed by the inventor of nicotine chewing gum as a product to help people quit smoking to a world export product. Today, white snuff is one of the most common ways of using nicotine in Sweden and a Swedish success-product. In November, the world’s largest tobacco company Philip Morris, acquired the Swedish snuff producer Swedish Match for 175 billion Euro. It was the white snuff they wanted.