Velo
Launched in 2018, Velo has grown to become a leading oral nicotine product now sold in 49 markets.
What is a nicotine pouch?
Modern oral nicotine pouches are small, tobacco-free sachets designed to deliver nicotine in a convenient format. Placed between the upper-lip and gum, these pouches allow nicotine to be slowly absorbed through the lining of the mouth. Unlike traditional smokeless tobacco products, nicotine pouches contain no tobacco and are available in various strengths, offering a modern, smoke-free alternative for adult smokers.
Velo is our flagship brand in the Modern Oral category. Originating in Sweden, Velo has grown into a leading global brand and a fundamental pillar to our transition to a Smokeless World.
Our scientists and experts continually challenge the status quo of the category for ways we can improve the product and encourage existing adult consumers, who would otherwise continue to smoke, to switch to smokeless alternatives.
Velo Shift
In 2025, the culmination of our expertise led to the launch of Velo Shift in Sweden – a pouch with a radically different shape - designed for comfort - and a first in the category. This innovation required a complete overhaul of our manufacturing process, resulting in new-to-world machinery and technologies developed specifically for BAT.
The innovations don’t stop at the pouch – the new hexagonal can is a shape unlike anything else on the market and is made of 90% bio-based material*, creating a visual and tactile departure from the norm. We have developed Velo Shift with elevated flavours to enhance the consumer taste experience.
Velo
Velo Shift
Sweden’s Success Story
Since the 1970s, snus, a moist, pasteurised Oral Tobacco Product, has been contributing to Sweden’s lower smoking rate and the reduced incidence of smoking-related disease and death, when compared to the rest of Europe. The introduction of newer, smokeless alternative products has continued to propel it towards a smoke-free society. Vaping was first introduced in 2015 and Oral Nicotine Pouches became available in 2018.
Smokeless Products are more affordable than cigarettes because products are taxed based upon estimated risk profile. Products that are judged to be higher risk, are taxed higher.
Sweden’s success didn’t happen by accident. It’s the result of three key factors: awareness, availability, and progressive regulation. Swedish consumers are informed about alternatives. Products like snus and nicotine pouches are widely available. And crucially, regulation supported harm reduction outcomes by making cigarettes relatively more expensive, while allowing a range of flavours and nicotine strengths in smokeless products.
The results speak for themselves:
- 39% Drop in female smoking prevalence since nicotine pouches were introduced in 20161
- 61% Lower male lung cancer rates than the EU average2
- 44% Lower rate of death from tobacco related disease compare to the rest of the EU3
For further reading in our science compendium, the Omni™
Notes:
*A total amount of 90% of bio-based plastic was allocated in the production of this can (mass balance approach). Click here for more info.
† Global Action to End Smoking, State of Smoking and Health in Pakistan. (Accessed: 24 July 2024)
1. The Public Health Agency of Sweden, Tobacco and nicotine use (self-reported) by country of birth, sex and year. Percentage.
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