In its bid to become a nation without smokers, Sweden has long given pride of place to snus, an oral nicotine pouch placed under the upper lip. The Nordic country is the only EU member state in which snus is approved for sale. It is consumed by one in seven inhabitants and has contributed, according to the Swedish government, to reducing the number of smokers from 15 to five percent in less than 20 years, a European record. But some cancer experts warn that it's a "fairy tale" being sold by the tobacco industry. "We know that starting to use these kinds of new nicotine or tobacco products increases the risk of you starting smoking" says Ulrika Arehed Kagstrom, the Secretary General of the Swedish Cancer Society. IMAGES AND SOUNDBITES ARRANGED IN SEQUENCES