Velo is a brand of nicotine pouches produced by British American Tobacco (BAT). It was introduced as part of the company’s move toward “modern oral” nicotine products marketed as smokeless alternatives to cigarettes and snus.[1] The brand replaced BAT’s earlier pouch product Lyft in a rebranding campaign and has since been distributed across multiple markets, including the United States, the United Kingdom, Mexico and Kenya.[2] Velo products contain nicotine derived from tobacco but no tobacco leaf or plant material, and are designed to be placed between the gum and lip for absorption.[3]
The product has drawn regulatory attention in several countries due to health-warning requirements and marketing practices.[4] In 2024, reports in Business Daily Africa and The Guardian detailed how British American Tobacco lobbied health authorities in Kenya to soften nicotine-warning labels for Velo pouches.[5][6] In Europe, several governments have implemented new restrictions on nicotine pouch sales, with France banning their sale in 2025 and explicitly citing brands such as Velo, Zyn, and On! in the legislation.[7]
References
- BAT starts rollout of nicotine pouches Business Daily Africa, 2021-11-12, retrieved 2025-10-09^
- BAT sees deal over nicotine pouches sale Business Daily Africa, 2022-08-22, retrieved 2025-10-09^
- Lilianna Phan, Kasra Zarei, Julia Chen-Sankey, Kiana Hacker, Aniruddh Ajith, Bambi Jewett, Kelvin Choi. Exposure to nicotine pouch marketing and nicotine pouch experimentation among U.S. adults who use commercial tobacco