Annual General Meeting of Swedish Match AB (publ)

Regulatory News:

The shareholders of Swedish Match AB (STO:SWMA) are hereby notified of the Annual General Meeting of Shareholders to be held on Monday, 2 May, 2011 at 16.30 (CET) at Hotel Rival, Mariatorget 3, Stockholm, Sweden.

The Board of Directors proposes an increased dividend to 5.50 SEK per share. The proposed record date for entitlement to receive a cash dividend is 5 May, 2011.

The Board of Directors proposes that it be authorized to decide on the acquisition, on one or more occasions prior to the next Annual General Meeting, of a maximum of as many shares as may be acquired without the Company’s holding at any time exceeding 10 percent of all shares in the Company.

In addition the Board will also propose a reduction in the Company’s share capital of 30,351,852 SEK through withdrawal of 18,000,000 previously repurchased shares held in treasury, with a simultaneous bonus issue without issuing new shares, of the corresponding amount to restore the share capital. Furthermore, the Board will propose that the reduction be allocated to a fund for use in repurchasing the Company’s own shares.

The Nominating Committee of Swedish Match AB proposes re-election of Andrew Cripps, Karen Guerra, Conny Karlsson, and Meg Tivéus. The Nominating Committee proposes the election of Robert F. Sharpe and Joakim Westh as new members of the Board. Conny Karlsson is proposed to be re-elected as Chairman of the Board and Andrew Cripps is proposed to be re-elected as Deputy Chairman of the Board.

The Nominating Committee in Swedish Match AB consists of Conny Karlsson (Chairman of the Board), Andy Brown (Cedar Rock Capital), Mads Eg Gensmann (Parvus Asset Management), William Lock (Morgan Stanley Investment Management), and Anders Oscarsson (AMF & AMF Funds). Mads Eg Gensmann is the Chairman of the Committee.

The complete notice of the Annual General Meeting can be found on the corporate website: www.swedishmatch.com, and is also enclosed.

Swedish Match develops, manufactures and sells market-leading brands in product areas Snus and snuff, Other tobacco products (US mass market cigars and chewing tobacco) and Lights. The Group sells products across the globe, with production units in seven countries. The Group’s global operations generated comparable sales of 11,222 MSEK for the twelve month period ending December 31, 2010. Comparable sales exclude businesses transferred to STG. The Swedish Match share is listed on the NASDAQ OMX Stockholm (SWMA).

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