VELO: a big company's pouch with Swedish roots

VELO belongs to British American Tobacco. Its Swedish roots go back to 2017, when BAT bought the maker of EPOK, a Swedish white snus. In 2018 BAT launched a pouch called LYFT in the UK and Sweden, and VELO in the US. LYFT was later renamed VELO, so you may know the old name.

What's new

In 2025 VELO launched Shift in Sweden. BAT calls it "a pouch with a radically different shape" and says it needed new machinery to make. It isn't sold here yet.

The range

VELO covers a wide spread of strengths. Bright Spearmint starts at 6mg, the fruit flavours (Mango Ice, Tropical Ice, Icy Berries) sit around 10mg, and Freezing Peppermint and Peppermint Storm go up to 17mg. See them in the VELO collection.

New to pouches? Start with What is a nicotine pouch?

Pouches contain nicotine, which is addictive. They're for adults who already use nicotine.