White Ox is a Dutch brand of rolling tobacco available worldwide.

Originally it was produced by Douwe Egberts in the Netherlands.

An Australian government quantitative survey of RYO smokers to "Determine Impact of Plain Packaging" found that "White Ox" tobacco was perceived by this cohort as being "extremely low appeal as a product", that was associated with "prison populations and homeless people"[1] Its name is shared with the name of the original store "De Witte Os" (English translation, 'The White Ox'), in Joure, the Netherlands opened in 1753 by Egbert Douwes and his wife Akke Thysses, founders of the Douwe Egberts company.

"[4] At the conclusion of the 1992 Vogel award-winning novel PRAISE, by Andrew McGahan, the novel's protagonist uses his last $8 to purchase a pouch of White Ox tobacco.

[5] It was also referenced in the Australian YouTube series The Big Lez Show, with character Mike Nolan saying that smoking a Marlboro Red is akin to "…smoking a White Ox no filter, fuck that for a joke[6]", referring to the “traditional” Australian way of smoking White Ox as a rolled cigarette without a filter (a part of the brand's inseparable association with prison life).