BAT launched VELO in 2018, and it has since grown into a leading oral nicotine product sold in 49 markets.[2]

Origins in Sweden

The history of VELO is closely linked to Sweden’s established oral nicotine and snus culture. BAT describes the brand as originating in Sweden, while its consumer-facing history traces the product’s beginnings to EPOK, a tobacco-free pouch developed there in 2018.[3]

A distinction exists between traditional snus and VELO. Snus is a moist oral tobacco product containing tobacco leaf, whereas modern nicotine pouches like VELO are manufactured without tobacco. The pouch format delivers nicotine and flavour without combustion or smoke.[4]

2018–2019: Introduction and global branding

BAT introduced its modern oral nicotine pouches in Sweden in 2018, initially marketing the product under the Lyft name in parts of its portfolio. In 2019, BAT consolidated its newer nicotine product portfolio under three global brands: Vuse, VELO, and glo. Modern Oral products subsequently became associated globally with the VELO brand.

2020–2021: Expansion and rebranding

In 2020, BAT expanded its U.S. modern oral portfolio through the acquisition of the nicotine pouch assets of Dryft Sciences. These products were integrated into the global VELO brand, increasing the number of U.S. product variants from four to 28 at the time.

The year 2021 marked a significant branding milestone when EPOK was renamed VELO as the product expanded beyond Scandinavia, with the company emphasising the tobacco-free nature of the pouches.[5]

2024–2026: Redesign and innovation

In 2024, VELO introduced a new “weirdly wonderful” brand identity featuring colourful packaging designed to establish a distinctive global visual presence.[6]

BAT introduced VELO Shift in Sweden in 2025. This product features a redesigned pouch shape focused on comfort and is packaged in a hexagonal can made from 90% bio-based material. VELO continues to expand its flavour, strength, and limited-edition ranges, including collaborations with entities such as McLaren Racing and Tomorrowland.

The core VELO product is a small nicotine pouch. Unlike cigarettes, there is no combustion, and unlike vapes, there is no electronic device or vapour. The pouch is placed under the upper lip, releasing nicotine and flavour over time.[1]

According to regulatory filings, VELO products utilise five principal ingredient categories:[7]

1. Nicotine
2. Water
3. Plant-based materials
4. Flavourings
5. Sweeteners

The specific product range varies significantly between countries due to differing national regulations on nicotine products.

Strengths

VELO offers multiple nicotine strengths. For example, the UK range is categorised into Mellow (lower strength), Original (regular range), and Intense (higher strength for experienced users). Products in this market range from approximately 4 mg to 17 mg of nicotine per pouch.[8]

Flavours

VELO maintains a broad flavour portfolio that includes mint and menthol, spearmint, fruit flavours, grape, tropical combinations, and ice or cooling varieties. Limited-edition flavour collaborations are also released periodically. Selections differ by market; for instance, the UK site advertises around 20 distinct flavours.

Using a VELO pouch typically involves opening the can, placing a pouch under the upper lip, leaving it in place while nicotine and flavour are released, and then removing and disposing of the pouch. BAT indicates that modern oral pouches are generally kept between the lip and gum for approximately 30 minutes, though actual duration varies by user and product.[9]

The tingling or “burn” sensation referenced in VELO branding refers to a heat or tingling feeling on the gum associated with nicotine pouch use.

VELO is positioned around discretion, portability, and the absence of smoke or vapour. Its central proposition is nicotine delivery without tobacco smoke, combustion, or vaping hardware.

BAT places VELO within its broader strategy of transitioning from traditional combustible tobacco toward a “Smokeless World.” VELO is one of the company’s three major global smokeless brands, alongside Vuse and glo.[10] This positioning allows VELO to compete in the expanding nicotine pouch market against brands such as ZYN and on!.

VELO is owned and operated by British American Tobacco, one of the world’s largest tobacco and nicotine companies. BAT categorises its major products as follows:

• Vapour: Vuse
• Heated Products: glo
• Modern Oral: VELO
• Traditional Oral
• Combustible cigarettes

Consequently, VELO operates as a global BAT brand rather than an independent Scandinavian entity.

Although VELO originated in Scandinavia, it has become an international product available in 49 markets.[2] Key markets identified by BAT include the United States, Sweden, Denmark, Norway, Switzerland, the United Kingdom, and Poland.[11] Other significant markets include Mexico and various European nations. Product specifications, strengths, flavours, packaging, and legal status vary by country.

VELO is sometimes discussed alongside snus because both are oral nicotine products rooted in Scandinavian tradition. However, they are distinct products.

VELO belongs to the newer nicotine pouch category rather than traditional tobacco snus. BAT explicitly describes modern oral products as typically being manufactured without tobacco leaf.[4]

BAT markets VELO as a tobacco-free, smoke-free alternative for existing adult nicotine consumers, arguing that switching completely from cigarettes to certain smokeless products can reduce exposure to harmful substances. However, the company acknowledges that VELO is not risk-free and is addictive.[8]

The designation “tobacco-free” does not imply the product is harmless. VELO contains nicotine, which produces dependence and may cause unwanted effects. Regulations governing nicotine concentration, flavours, advertising, packaging, and sales differ considerably across jurisdictions. VELO advises that non-users should not begin using the product.

VELO employs a visual identity characterised by bright colours, flavour imagery, and a contemporary Scandinavian-inspired aesthetic. Marketing emphasises individuality, portability, modernity, sport, entertainment, and social situations where smoking or vaping may be inconvenient.

The brand pursues partnerships and limited-edition campaigns, such as collections connected with McLaren Racing and Tomorrowland. This approach represents a shift from traditional tobacco marketing, presenting VELO as a modern consumer lifestyle and nicotine product rather than primarily as a tobacco derivative.[6]

VELO is strategically important to BAT as part of its transition beyond traditional cigarette dependence. Alongside Vuse (vaping) and glo (heated tobacco), VELO represents the company’s Modern Oral segment. BAT reports that these three smokeless brands collectively generated more than £3 billion in revenue over roughly a decade, underscoring the growing significance of newer categories within the corporate portfolio.[10]

As of 2026, VELO remains a major international nicotine pouch brand and BAT’s flagship Modern Oral product. It is available in 49 markets, with national ranges continuing to evolve through new strengths, flavours, packaging formats, collaborations, and innovations such as VELO Shift.[2]

1. British American Tobacco – Velo
2. What Is VELO? Introduction to Nicotine Pouch Brand | UK
3. Discover VELO: Tobacco & Smoke-Free Nicotine Pouches
4. ABOUT VELO
5. SEC
6. About Velo
7. bti-20241231
8. British American Tobacco – New research further reinforces reduced-risk potential of oral nicotine pouches as compared to traditional tobacco products
9. bti-20231231
10. 20-F
11. Frequently Asked Questions About Nicotine Pouches | VELO UAE