VELO Ruby Berry nicotine pouches

VELO is a prominent global brand of tobacco-free nicotine pouches, which are designed for oral use. The brand was established as part of British American Tobacco's (BAT) strategy to expand into 'New Category' products. VELO largely evolved from the rebranding and merger of existing brands like Lyft and Epok, which had strong roots in the Scandinavian snus tradition.

Today, VELO is owned and manufactured by British American Tobacco (BAT), one of the world's largest multi-category consumer goods companies. Headquartered in London, United Kingdom, BAT oversees the production of VELO in various specialized facilities across Europe, most notably in Hungary and Denmark, to supply international markets.

The global transition to the VELO name was completed to create a unified brand identity across different regions, replacing local names like Lyft in Sweden. The product continues to be a market leader in the tobacco-free nicotine category, focusing on lifestyle-oriented branding and a variety of flavors like Ruby Berry.