Velo is a brand ofnicotine pouches produced byBritish 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 productLyft 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 inBusiness Daily Africa andThe 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]
