Swedish Match announces test market of ExaltTM - an alternative for smokers

Swedish Match announces test market of ExaltTM - an alternative for smokers Swedish Match today announced plans to test market a new smoker's alternative product in the United States. New Exalttm Tobacco Packets offer two distinctive flavors for cigarette smokers. The new product was developed after extensive consumer research. New Exalt Tobacco Packets provide a smokeless alternative for cigarette smokers when they cannot, or choose not, to smoke. "Exalt is the beginning of a new category," said Lennart Sundén, President and CEO of Swedish Match. "Exalt Tobacco Packets build upon our experience of over 30 years manufacturing tobacco products with the Swedish process. This unique manufacturing standard, branded GothiaTek®, delivers a positive alternative to cigarette smokers. The goal of Swedish Match is to offer the best products to our consumers and we are excited to lead the development of a new smoker's alternative category with the introduction of Exalt," he said. The GothiaTek standard works towards eliminating or reducing the elements in tobacco that have been identified by the scientific community as controversial as well as yielding a product of the highest quality. Exalt Tobacco Packets are the first product in the U.S. with this distinction. Test marketing of the products are expected to begin during second quarter 2001. Swedish Match is an international group with its head office in Stockholm. The company manufactures a broad range of products within the OTP (Other Tobacco Products) category, with smokeless tobacco as its core business along with cigars and pipe tobacco, as well as matches and lighters. The products are sold in approximately 140 countries. Sales for the twelve months ending March 31, 2001 amounted to 12,208 MSEK. Swedish Match is listed on OM Stockholmsbörsen (SWMA) and on NASDAQ (SWMAY). For further information, please contact: Lennart Sundén, President and Chief Executive office +46 8 658 01 75 Officer Sven Hindrikes, Executive Vice President and office +46 8 658 02 82 Chief Financial Officer mobile +46 70 567 41 76 Bo Aulin, Senior Vice President, Secretary office +46 8 658 03 64 and General Counsel mobile +46 70 558 03 64 Emmett Harrison, Vice President, Investor office +46 8 658 01 73 Relations mobile +46 70 938 01 73 ------------------------------------------------------------ This information was brought to you by BIT http://www.bit.se The following files are available for download: http://www.bit.se/bitonline/2001/04/27/20010427BIT00770/bit0001.doc http://www.bit.se/bitonline/2001/04/27/20010427BIT00770/bit0001.pdf

About Us

Swedish Match develops, manufactures, and sells quality products with market-leading brands in the product segments Snus and moist snuff, Other tobacco products, and Lights. Production is located in seven countries, with sales concentrated in Scandinavia and the US. The Swedish Match share is listed on Nasdaq Stockholm (SWMA). Swedish Match’s vision is a world without cigarettes. Some of its well-known brands include: General, Longhorn, White Owl, Red Man, Fiat Lux, and Cricket.