During the last few decades, Nordic countries have played host to dramatic falls in smoking rates. They are leading the way in Europe, and each showcases the potential for tobacco harm reduction to rapidly reduce cigarette use. But while snus has provided an increasingly popular off-ramp for those looking to switch away from smoking in Sweden and Norway, Icelanders have taken to a different selection of safer nicotine products, and this Briefing Paper uncovers the story of their rise.