My guess would be that they did not use "portioned" snus. It's a bit of a macho thing, so the prevalence of the loose kind that you have to bake into a ball yourself and get your hands dirty is much higher among professional athletes, car mechanics and the like, while most regular consumers prefer the portioned bags. If you're interested in the statistics, about 77% prefer portioned snus.[1]

I believe one of the major reasons that people prefer to take their snus "straight" is because it's stronger, but the whole thing about dirtying your hands, making a mess when discarding it, going around spitting etc. creates some obvious issues for regular office workers or other consumer groups with similar opinions.

[1]: https://news.cision.com/se/nordic-snus/r/hur-snusar-svenskar...