Today (March 28), the Campaign for Tobacco-Free Kids launched a new advertising initiative, “End the Formula,” ahead of the May 3 Miami Grand Prix, calling on Formula 1 to eliminate all tobacco-related sponsorships. The campaign targets partnerships between major F1 teams and companies, including Philip Morris International and British American Tobacco, which promote nicotine pouch and e-cigarette brands such as Zyn, Velo, and Vuse through branding on cars, driver apparel, and digital media. The campaign ties into similar efforts that began in March, which included ads, coordinated outreach with 162 organizations across 57 countries, and more than 25,000 petition messages urging F1 and affiliated partners to end these sponsorship arrangements.
Tag: Velo
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BAT Pulls Pouches from France, Criticizes Debateless Ban
BAT France said it has stopped marketing nicotine pouches nationwide as of April 1, complying with a government decree issued on Sept. 5, 2025 that entered into force this week. The company confirmed it is withdrawing the products from sale in line with the regulation.
At the same time, BAT France criticized the move as a regulatory ban adopted without parliamentary debate, arguing it runs counter to harm-reduction strategies and France’s goal of a “tobacco-free generation” by 2032. The company said the decision comes amid ongoing European discussions over revisions to the Tobacco Excise Directive and evaluation of the Tobacco Products Directive, and pledged to continue advocating for what it called a science-based, proportionate framework while focusing on vaping products for adult smokers.
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FDA’s Pouch Fast-Track Scheme Stalling Over Youth Worries
A fast-track review program at the U.S. Food and Drug Administration aimed at accelerating authorizations for nicotine pouch products has stalled, as agency scientists weigh concerns about youth uptake and risks to non-users against potential harm-reduction benefits for smokers, according to sources cited by Reuters. Reuters said applications tied to pouch brands from Philip Morris International (Zyn) and British American Tobacco (Velo) remain under review despite expectations that decisions would be made by the end of 2025 under the pilot scheme. The FDA has already authorized six products under Altria Group’s on! brand, but reviewers are said to be taking a more cautious stance on other applications where evidence of net public-health benefit is viewed as less clear-cut.
While FDA data shows pouch use among middle- and high-school students remains relatively low, it has been rising, prompting heightened scrutiny. Tobacco companies argue the pilot program is critical for restoring legal market competition amid a surge of unregulated products, while public-health advocates warn that rapid authorizations could fuel new addiction trends. The FDA said decisions continue to be guided by science and statutory standards rather than external pressure.
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EG America and RJR’s Reconfigured Planogram Paying Off
EG America’s said its backbar optimization strategy is driving significant results, with modern oral nicotine products achieving double-digit volume growth in 2025 and outpacing industry trends in the segment. Operating more than 1,500 locations, the retailer partnered with R.J. Reynolds to expand its VELO Plus synthetic nicotine pouch line, using analytics and supplier collaboration to optimize space and assortment. By reallocating underperforming areas and adding new facings without disrupting category balance, EG America created a planogram designed for growth, supporting top-selling segments while maintaining overall visibility.
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Health Groups Call for F1 to Cut Ties with Pouch Sponsors
Campaign for Tobacco Free Kids said that 160 public health and advocacy groups from 57 countries have urged Formula One to extend its ban on tobacco sponsorships to include nicotine pouches, warning that current team partnerships with Philip Morris International and British American Tobacco, promoting Zyn and Velo through Ferrari and McLaren, make branding visible to millions of young fans. In a letter to F1 CEO Stefano Domenicali, the groups said the sponsorships undermine the sport’s youth-focused expansion efforts and expose minors to addictive nicotine products, citing data that a significant share of F1’s social media audience is under 25. Separate letters were also sent to The Walt Disney Company, The Lego Group, and Mattel, calling on them to support a comprehensive prohibition on all tobacco-related sponsorships in the sport.
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BAT’s Velo Pouches Back on Market in Kenya
BAT Kenya resumed sales of its Velo oral nicotine pouches following regulatory clarity, signaling a renewed push into non-combustible products amid declining cigarette consumption, according to Capital Business. Company officials said this “regulatory clarity” involved confirming that oral nicotine pouches can be marketed and retailed under current rules rather than being in a grey zone or treated the same as banned products. The move supports the company’s strategy to diversify revenue streams in a market challenged by rising illicit tobacco sales. BAT Kenya reported a 10% drop in turnover in 2025 to Sh23.2 billion ($176.6 million), with Velo contributing about Sh232 million ($1.8 million), or roughly 1% of total revenue, between July and December 2025.
Finance Director Philemon Kipkemoi said the return was enabled by a regulatory environment now accommodating oral nicotine products. With local manufacturing divested, Velo is currently imported from Pakistan, though local production may be reconsidered depending on performance. Globally, British American Tobacco has reached 34 million non-combustible product users, 68% of its 2030 target, and aims for 50% of revenue from such products by 2035. In Kenya, Velo could contribute 15–25% of total revenue within three to five years, forming a key part of BAT’s strategy to expand alternative nicotine products in line with evolving regulations and consumer trends.
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BAT Reaffirms FY26 Guidance at Low End of Target
British American Tobacco reaffirmed its full-year 2026 guidance with its presentation at the Consumer Analyst Group of New York Conference today (Feb. 18), signaling results will land at the lower end of its previously issued targets. BAT CEO Tadeu Marroco and Reynolds American President David Waterfieldhe said the group expects constant-currency revenue growth of 3–5%, adjusted profit from operations growth of 4–6% (adjusted for Canada and weighted toward the second half) and adjusted diluted EPS growth of 5–8%. BAT said its smokeless portfolio — including Vuse, glo and Velo — reached more than 31 million adult consumers globally by the end of 2025, contributing 18.2% of its £25.6 billion annual revenue. The company is targeting 50 million smokeless consumers by 2030 and aims for these products to generate half of group revenue by 2035, as it continues its transition toward reduced-risk categories.
“We are committed to actively encouraging adult smokers, who would otherwise choose to continue to smoke, to make a full switch to smokeless alternatives,” Marroco said. “Regulation is not homogeneous globally. This affects not only which products are legally available for consumers, but also communication freedoms and excise levels.
“BAT has taken a consumer-led, multi-category approach from the outset. While initially more complex and costly to execute, it has proven to be the right strategy. Together with leveraging our brand building expertise, and global distribution reach, this enables us to maximize our opportunity – to switch smokers who would otherwise choose to continue to smoke, drive harm reduction, and create value.”
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BAT Signals Possible Job Cuts from AI Plan
British American Tobacco signaled potential job cuts as part of a new artificial intelligence-driven productivity initiative, while reporting higher annual profits fueled by strong performance from its Velo nicotine pouch. Interim finance chief Javed Iqbal said the program will focus on automation, data analytics, and operational simplification, though the extent of workforce reductions remains unclear. BAT reported adjusted earnings per share growth of 3.4%, with newer product revenue rising 7% for the year and reaching 18.2% of total sales. Velo has gained traction in the United States, becoming the second-largest nicotine pouch brand by market share behind Philip Morris International’s Zyn, supported by competitive pricing and higher nicotine strength offerings.
Despite momentum in smoke-free products, BAT continues to face regulatory and market headwinds, according to Reuters. The company said illicit vape products are weighing on Vuse performance, with U.S. vape sales expected to remain flat in 2026. Additionally, higher tobacco duties and expanding illicit trade in Australia, along with tax and pricing regulations in Bangladesh, contributed to a more than 7% decline in revenue across BAT’s Asia-Pacific, Middle East, and Africa region, limiting overall group revenue growth to 2.1% in 2025.
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Momentum Driving BAT Confidence in 2026 Delivery
British American Tobacco reported “accelerating momentum” in 2025, driven by strong U.S. combustible sales and rapid growth of its Velo nicotine pouch brand, while total smokeless consumers rose to 34.1 million. The company said new category revenue returned to double-digit growth in the second half of the year and now accounts for 18.2% of total revenue, as BAT continues investing in products such as Vuse, glo and Velo to support long-term transformation.
BAT expects 2026 performance to fall at the lower end of its mid-term growth targets, projecting 3–5% revenue growth and 5–8% adjusted EPS growth amid continued investment and foreign exchange headwinds, while maintaining dividend increases and launching a £1.3 billion share buyback.
“Our U.S. business has delivered strong growth, mainly driven by sustained momentum in combustibles, resulting from our commercial actions and enhanced execution,” company CEO Tadeu Marroco said. “Our New Categories revenue is accelerating, returning to double-digit growth in H2, driven by strong Velo growth in all regions. We continue to prioritize accelerating growth in category contribution through investment in our most profitable markets.”
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Anti-Tobacco Group Alarmed that PMI, BAT Spending $40M on F1 Sponsorships
Anti-tobacco advocacy group STOP (Stopping Tobacco Organizations and Products) is increasing scrutiny of nicotine brand marketing in Formula 1, arguing that partnerships between teams and companies linked to tobacco firms risk exposing younger audiences to nicotine products. The watchdog group claims the growing presence of products such as nicotine pouches and other smoke-free alternatives in motorsport sponsorship represents a regulatory gap that allows continued brand visibility despite historic restrictions on tobacco advertising.
STOP highlighted recent sponsorship activity believed to be a combined $40 million by Philip Morris’ Zyn nicotine pouch products on Ferrari race teams and BAT’s Velo brand appearing in F1 team partnerships. Jorge Alday, director of STOP at Vital Strategies, said the organization is concerned given Formula 1’s expanding and increasingly youthful global fanbase. The group is urging regulators and sports governing bodies to consider tighter oversight of nicotine product marketing in international sporting events, while industry stakeholders maintain that such products fall within existing legal frameworks governing reduced-risk or non-combustible nicotine alternatives.