VELO Icy Berries nicotine pouches

VELO is a prominent brand of nicotine pouches, which are tobacco-free alternatives to traditional snus. The brand has its roots in Scandinavia, where it was originally known as EPOK (the world's first white tobacco product) and later rebranded to LYFT before eventually settling on the global VELO identity.

Today, VELO is a core product in the 'New Categories' portfolio of British American Tobacco (BAT), representing a shift toward reduced-risk alternatives. While the brand concept and much of its innovation originated in Sweden and Denmark, it is now a global brand produced in various high-tech facilities across Europe, including Sweden and Hungary, to supply international markets.

The global ownership by British American Tobacco means the brand benefits from extensive distribution networks and research capabilities. In various local markets, it is managed by regional subsidiaries of BAT, such as British American Tobacco (Czech Republic) s.r.o. for the local market where the image appears to have been taken.