Petter Solberg, rally legend, world champion, and entrepreneur, is joining the fast-growing Swedish startup, Chainpop, as a co-owner and partner.
The goal is to transform the Swedish invention of the “pouches” into a global platform for functional health and performance.
Chainpop was founded in 2023 with the vision to establish itself in markets where the traditional tobacco industry has yet to transition – with products that bypass the harmful side effects of tobacco. Already present in the international market, where nicotine pouches are rapidly replacing smoking, the company is now facing an expansion in the Nordic region.
By bringing Petter Solberg, Pernilla Solberg (6x World Champion Team Manager) and their team into the ownership circle, the company adds not only capital and a global network, but an extreme culture of performance.
“In rally, everything is about margins – how you optimize the car, how you optimize the driver. My investment in Chainpop is about the fact that we see an entirely new category of ‘delivery systems’ and functional pouches,” says Petter Solberg.
From nicotine to personal optimization
Chainpop’s strategy is to develop into a leader in functional pouches, alongside its consumer-focused tobacco-free snus. The industry is largely focused on nicotine – Chainpop and Solberg see a future where the pouch also can be a delivery method for substances previously only consumed through drinks and other formats.
“Throughout my career, I’ve looked for ways to perform better under pressure. Being able to offer a clean, efficient delivery method without the harmful byproducts of tobacco, is something I’ve missed myself. We want to create and build the next generation of pouches for people on the move,” continues Solberg.
Strategic infrastructure for a global market
In connection with the investment, the company has secured capital for the coming years of operations. The ownership circle already includes the European quality manufacturer Snus Brothers and the distribution partner Setas Group. With this infrastructure, the goal is to also make a significant impact on the US market, where interest in tobacco-free alternatives is growing rapidly.
“We see an infrastructure that is on the verge of a total shift in consumption behavior. Bringing in Petter and Pernilla, with their winning mentality and experience in scaling companies from the ground up, completes a great lineup where we can broaden our focus to a wider palette of performance products,” says Christer El-Mochantaf, founder of Chainpop.
