Pablo is the brainchild of NGP Empire based in Denmark, fastidious manufacturers of Killa & Pablo products. The brand was first introduced in the latter part of 2010's as an alternative product to snus; hence the name Pablo snus. In a market dominated by snus products, the nicotine pouches were quick to take a share from EU countries. The notable first packaging, adorning Pablo Escobar and various controversial crime paraphernalia grabbed attention in a crowded EU market. Since, the brand has gone on to release alternate lines that have superseded the early versions in terms of sales. Pablo is a sought brand, with plenty of good reason, with its rich, detailed flavors pushing the boundaries of nicotine pouch innovatism.